The marketing activity is divided into consumer marketing and business marketing.

Consumer marketing initiates, organises and coordinates campaigns, activities and promotions aimed at consumers. This means that we are active for international and national visitors and also residents. We want to entice consumers to visit the Amsterdam Metropolitan Area and familiarise residents with what’s on offer. Amsterdam Marketing actively approaches both the domestic and international press and organises press trips to the Amsterdam Metropolitan Area to generate and increase attention on a global scale.

Business marketing promotes the Amsterdam Metropolitan Area nationally and internationally as an ideal location in which to invest, start a business and organise a conference or business meeting. Our main role lies in matching supply with demand.

Supporting the this marketing activity fields, three more departments are active in the marketing support: Digital media (responsible for the total online marketing), Publishing (responsible for the creation of our magazines and overall design) and Press and Communications (arranging press trips for international media and serving in our corporate communications).


Amsterdam Marketing sees city ​​hospitality as a vital part of city marketing. To optimise hospitality we provide services to visitors, residents, governing bodies and partners from the business, cultural and education sectors. Examples of this include our tourist offices, agencies, the Last Minute Ticket Shops, the 'Welcome Teams', our Service Centre and through our hospitality training.

To conduct service activities efficiently, research, development and consultancy are indispensable. We gather information on the latest market developments as a basis for our marketing policy and that of our clients. In addition, we collect, manage and distribute data in the fields of tourism, recreation and culture. We distribute this information via our database, websites, print media and information outlets.


The Relations cluster maintains contact with existing partners and encourages potential partners to participate in the integral city marketing activities. A variety of partnerships have been developed to cater to the different types of partners. Aside from relationship management, this cluster also includes sales activities for Amsterdam Marketing’s services, products and advertising opportunities.

Facility Management

This department is responsible for facilities such as the hosting of the website, the technology supporting the I amsterdam City Card and the telephony service within Amsterdam Marketing. Also, the department manages the purchasing of goods (including the products sold at Visitor Information Offices, such as the I amsterdam City Card), order processing and internal office supplies.

Finance & Administration

As the name implies, Finance and Administration is responsible for all financial transactions and reporting, plus other administrative tasks. This ensures that Amsterdam Marketing can fully account for its activity, both internally and externally.

Human Resources

Human Resources is tasked with recruitment and selection, personnel and salary administration, employment conditions and personnel policy. The department advises and supports employees, management and executives on numerous aspects of employment, and when necessary, in strict confidentiality.