Belgian visitors purchase 100,000th I amsterdam City Card on 20 September 2011 at Hermitage Amsterdam.

Press release: 20 September 2011

On 20 September, the 100,000th I amsterdam City Card 2011 was sold – a good month earlier than the 100,000th City Card in 2010. Belgians Filip Heylen and Joke Van Mele from Mechelen purchased the 100,000th card at the Hermitage Museum Amsterdam. They were visiting the exhibition “Rubens, Van Dyck and Jordaens. Flemish painters from the Hermitage” which opened one week prior.

The Belgian couple was pleasantly surprised to say the least. In honor of reaching this milestone, Director of the Hermitage Museum Ernst Veen and Managing Director of the Amsterdam Tourism and Convention Board Eduard Pieter Oud presented them with a lunch at restaurant Neva, a catalogue of the exhibition they visited and a gift certificate for the Hermitage gift shop.

According to Ernst Veen, director of Hermitage Amsterdam, “The number of foreign visitors coming to the Hermitage keeps increasing, and the exhibition “Rubens, Van Dyck and Jordaens” will draw even more tourists. We’ve also got big expectations for 2012, when we will show masterpieces from the Van Gogh Museum together with works from the Impressionists. The I amsterdam City Card definitely helps contribute to our success.”

Eduard Pieter Oud, managing director ATCB states, “Amsterdam offers a wide variety of museums, and we want visitors to get to know as many of them as possible. The I amsterdam City Card plays an important role in this, as it encourages people to experience much more than they would without it. This type of card would therefore work well in many other European cities. Our visitors also see the great value in the card, and consistently share their positive experiences on a variety of online platforms.”

The I amsterdam City Card provides free entrance to more than 30 museums in the Amsterdam Metropolitan area. It also let visitors use public transport for free and enjoy a free canal boat tour.

The I amsterdam City Card also includes free entrance to the current exhibition in the Hermitage Museum. In addition, cardholders can visit selected restaurants, famous attractions and performances with a 25% discount. Visitors can purchase 24, 48 or 72-hour City Cards.

Find out more about the I amsterdam City Card