Visitors are part of the international character of Amsterdam. However, in recent years we have also experienced nuisance in certain places and the livability has been affected. We do not want to return to this situation. We want to return as quickly as possible to a healthy visitor economy that enriches the city and its residents. At the end of 2020, amsterdam&partners, together with companies, cultural institutions, residents and experts, issued an advice on the redesign of the visitor economy at the request of the City of Amsterdam. The advice aims to ensure that the city is there to live, work and hospitably welcome visitors.
By 2025, we aim for a visitor economy that adds value and does not cause a nuisance. We actively target visitors who come for conferences and culture in the broadest sense of the word. Our activities focus on improving the reputation of the Amsterdam Metropolitan Area and better guiding visitors to the various Amsterdam neighborhoods and the metropolitan area. And by reducing nuisance behavior of specific visitor groups through awareness and discouragement.
Together with our stakeholders and partners, we are working to create a more realistic image of the Amsterdam Metropolitan Area by telling beautiful and distinctive stories. An image that realistically reflects the diversity of the city and the metropolis in all its versatility: from old to new, from art to nature, from classic to modern, from tradition to innovation, from history to future. As a result, we attract visitors who enrich and color the city and metropolis.
Under the umbrella of the I amsterdam motto, we present the Amsterdam Metropolitan Area in its full breadth. Even more emphatically, we guide Dutch and foreign visitors to pearls and lesser-known spots in the various Amsterdam neighborhoods and the metropolis. Especially the Dutch visitor and the international repeat visitor are easier to guide off the beaten path because they often want to discover new things.
We try to relieve the pressure on public space that arises at certain places and times. By guiding first-time visitors to Amsterdam to the highlights in such a way that they cause less pressure on those specific spots in the public space. We do that with the use of data and new technology. But also by telling stories and guiding visitors via iamsterdam.com and our social media channels, our I amsterdam Magazine, neighborhood guides and maps. We also welcome visitors to the I amsterdam Store at Amsterdam Central Station.
In addition to informing and inspiring visitors, we support them with products such as maps and apps. Or with the I amsterdam City Card, which provides access to all of Amsterdam's museums and some in the metropolitan area. The I amsterdam City Card offers public transportation and canal cruises. In this way, we facilitate users in a simple way, encourage visits, including to smaller and lesser-known cultural institutions, and promote distribution.