What does Amsterdam Marketing do?

Amsterdam Marketing is the Amsterdam Metropolitan Area’s city marketing organisation, active in the fields of promotion, information, research and the provision of services. The organisation is dedicated to placing the region firmly on the map as one of the five most attractive European metropolises for residents, visitors and companies. Amsterdam Marketing uses the I amsterdam motto to profile the Amsterdam Metropolitan Area as an international metropolis in which to live and work, an appealing travel destination and a breeding ground for innovation.

Amsterdam Marketing operates as three clusters: Marketing, Services and Relations. There are also a number of staff departments that work for all clusters, such as Finance, Human Resources and Corporate Communications.

Core activities

The primary activities of Amsterdam Marketing are:

  • Marketing and promotion
  • Lobbying
  • Research, analysis and consultancy
  • Initiation and stimulation of innovation and product development
  • Provision of expertise
  • Provision of information and visitor reception services

Tourist visitors

Amsterdam is one of Europe's top ten tourist cities. Amsterdam Marketing is committed to moving the city to a higher position on this list. Within the Marketing cluster, this is the task of Consumer Marketing.

Business visitors

Amsterdam Marketing promotes the Amsterdam Metropolitan Area nationally and internationally as the ideal destination for the organisation of business meetings.

This task is carried out by Business Marketing, primarily by bridging supply and demand. Based on the number of international conferences and participants, Amsterdam is becoming increasingly prominent among the world’s ten leading convention cities.

When did Amsterdam Marketing begin?

Amsterdam Marketing was launched on 1 January 2013 as a continuation of Amsterdam Partners, the Amsterdam Tourism & Convention Board and Amsterdam Uitburo. Amsterdam Marketing also works closely with amsterdam inbusiness, the official foreign investment agency of the Amsterdam Metropolitan Area.

When did Amsterdam launch the city brand ‘I amsterdam’?

The I amsterdam campaign was launched in 2004. Under the motto 'I amsterdam', Amsterdam Marketing presents the Amsterdam Metropolitan Area as a dynamic place to live and work, an attractive travel destination and a test market for innovation.

I amsterdam reflects the diversity, cohesiveness and individuality of all Amsterdammers. Together they shape the city they love.

What are Amsterdam’s core values?

Creativity, innovation and entrepreneurship are Amsterdam’s three core values. They symbolise the city’s unique character and are significant to its past, present and future. The brand is strongly and discernibly positioned in the market under the shared motto ‘I amsterdam’.

Amsterdam Marketing sees the Amsterdam Metropolitan Area as a region with a rich history and a unique cultural offering. A locale with world-class icons, a tradition of freedom and tolerance, a vibrant business community with unique participants, and with excellent access to the rest of the world. It is a place where people live, learn, explore and work. A metropolis where anyone visiting for business or pleasure can come and feel at home.

What is I amsterdam?

This question is answered on the page ‘What is I amsterdam’ on this website.

What is the Amsterdam Metropolitan Area?

Geographically and socio-economically, Amsterdam and its surrounding municipalities form a single entity. In total, more than 2.5 million people live within this area. In the economic field in particular, Amsterdam wishes to compete strongly with other cities such as Copenhagen, Hamburg and Milan. This region presents itself under the name Amsterdam Metropolitan Area to international companies, as well as to business visitors and tourists.

Based on this concept, Amsterdam Marketing is now working in cooperation with two provinces and 12 municipalities. The project ‘Visit Amsterdam, see Holland’ offers visitors 17 unique areas - including the city of Amsterdam - each with its own special character.

What research does Amsterdam Marketing undertake?

The Research department conducts research into tourism and leisure in the Amsterdam Metropolitan Area. This department frequently organises and analyses surveys among visitors in Amsterdam and the province of North Holland (Noord-Holland).

The Research department is an active member of European Cities Marketing (ECM), a tourism-based collaboration involving more than 125 European cities in some 30 countries. Read more in the Knowledge Centre section of our website.

What is the Tourism Barometer?

The Tourism Barometer is a tool prepared by the Research department to provide the tourism sector in the Amsterdam Metropolitan Area with continuous updates about current visitor intensity. The barometer is based on the following indicators: hotel occupancy, foreign passenger arrivals at Amsterdam Airport Schiphol and visitor numbers at Amsterdam’s major museums and attractions.

For more information, click on the Tourism Barometer page.

The Amsterdam Canal Ring is on the UNESCO World Heritage List, but what does this mean?

UNESCO added Amsterdam’s Canal Ring to its World Heritage List in 2010. In that year, it was almost 400 years since construction started on the first of the city’s world-famous canals. During the intervening centuries, most of the houses and buildings lining the canals have evolved architecturally, but the structure of the three main canals has always remained unchanged.
Is it also possible to visit the canal houses?

More and more of the city’s canal houses are opening their doors as museums; they are often like small palaces. This gives visitors a unique opportunity to also see these houses from the inside. Many of the interiors date from the 17th or 18th century, with ornate ceiling paintings and plasterwork. Often the biggest surprise is discovering lavish gardens behind the houses; green oases where you can barely hear the noise of the city.

The newest museum is Het Grachtenhuis, which opened to visitors in 2012. Here you can get a complete picture of the construction of the canals in the 17th century, plus an impression of the rich interiors of these canal houses through modern media and exhibition displays. 

Why does Amsterdam attract so many young budget tourists?

As a city of freedom, Amsterdam has always been popular among young tourists – especially since the 1960s and 1970s, when Amsterdam was the city of ‘flower power’. So alongside its traditional cultural tourists, Amsterdam has long been accustomed to budget tourism. What has also become more visible are tourists who rent a bike to explore both Amsterdam itself and the typical Dutch landscape in the surrounding areas, with its meadows, charming old villages, church steeples and wooden drawbridges.

How does Amsterdam handle its traffic arrangements?

The city has a long-standing policy of making the inner centre area car-free. Many public squares have been transformed from car parks into pleasant places to stroll or relax on a bench. If you come by car, then the best advice is to park on the outskirts of the city and continue into town by tram or metro. The inner centre area itself is so compact that almost everything can be reached on foot. With the I amsterdam City Card you can also hop cheaply and easily throughout the city as it includes a free public transport ticket.

Is Amsterdam an expensive city?

You will find that average prices in Amsterdam are pretty much the same as those in other major cities in Europe. If you are looking for an economical visit to Amsterdam, the I amsterdam City Card is a great deal. For 24, 48 or 72 hours you pay just €39, €49 or €59. The City Card gives you free access to 36 major museums, travel on all bus, tram and metro lines, plus a canal cruise. You need only visit a couple of museums and take a canal tour, and already you will have saved more than the price of the card.

More information