Amsterdam’s historic charm and festive atmosphere have long made it a popular destination for Christmas tourists.
However, this year’s holiday season marks a turning point, as measures implemented by local authorities to limit tourism in the city centre come into full effect. With tourism numbers exceeding pre-pandemic levels in 2024, the Dutch capital faces increasing pressure to manage crowds while maintaining its appeal to visitors.
Reasons for Amsterdam’s Attraction
Amsterdam continues to draw millions of tourists with its world-class museums, such as the Rijksmuseum and the Van Gogh Museum, its picturesque canals—a UNESCO World Heritage Site—and its liberal policies on recreational drugs and sex work. The Red Light District and coffee shops have long been unique draws, alongside the city’s festivals, vibrant nightlife, and accessibility. During the festive season, illuminated streets, Christmas markets, and the Amsterdam Light Festival add to its allure.
However, these attractions have also exacerbated overtourism, fundamentally altering the character of many historic neighbourhoods. Short-term rentals and party tourism have led to noise, overcrowding, and complaints from residents, particularly in the Red Light District, De Wallen. Public marijuana consumption has become a contentious issue as well, with groups of tourists often seen smoking in busy areas, leading to further frustration among locals.
Tourism in 2024: A New Record
Amsterdam’s Research and Statistics unit projected over 25.4 million visitors in 2024, surpassing pre-pandemic records. Statistics Netherlands reported that 20.15 million visitors stayed in hotels and other accommodations during the third quarter of this year, a 20% increase from 2023. Of these, 7.82 million were international tourists, reaffirming Amsterdam’s position as the Netherlands’ top destination.
While the economic benefits are evident, the rising numbers have rekindled concerns over noise, overcrowding, and unruly behaviour. Residents frequently voice their frustrations with city council members, and recent studies have highlighted that tourists themselves find overcrowded locations unappealing.
A study by the Experience Lab of Breda University of Applied Sciences, Tilburg University, and KU Leuven showed that crowded hotspots such as Kalverstraat, Prinsengracht, and Dam Square triggered stress responses in participants. The study found that 84% of tourists were willing to pay up to €5 to access less crowded attractions, and many expressed openness to altering plans based on real-time crowd data.
Managing Tourism in Amsterdam’s Historic Centre
Amsterdam’s Tourism in Balance ordinance, adopted in 2021, set a cap of 10 to 20 million overnight visits annually. With numbers now exceeding these limits, Deputy Mayor Sofyan Mbarki’s Visitor’s Economy 2035 program has intensified efforts to address overtourism. “Amsterdam is a metropolis, but to keep our city livable, we now have to opt for limits instead of irresponsible growth,” Mbarki stated.
Red Light District
Key measures in 2024 include:
– Banning organised pub crawls and bachelor parties in specific areas.
– Restricting canal cruise docking points in the Red Light District.
– Implementing earlier closing hours for bars and clubs in De Wallen.
– Converting select hotels into residential or office spaces.
– Encouraging attractions to relocate to less congested areas, such as Amsterdam-Noord and Zuidas.
– Enforcing a ban on public marijuana consumption in tourist-heavy zones.
A public awareness campaign launched earlier this year informs visitors about acceptable behaviour, reinforcing the city’s commitment to sustainable tourism.
Impact on Christmas Tourism
These measures have reshaped Amsterdam’s tourism landscape during the 2024 holiday season. The city’s famed markets at Museumplein and Westergas remain key attractions, but decentralisation efforts have directed visitors to less crowded areas, such as the Dappermarkt in Amsterdam-Oost. The Amsterdam Light Festival, which now includes expanded routes, encourages tourists to explore lesser-known neighbourhoods.
Businesses in the city centre have reported mixed outcomes. While some experience reduced revenue due to fewer day-trippers, others—especially cultural and nature-focused enterprises—have benefited. Hotels in peripheral districts have seen an uptick in bookings, and attractions outside the historic core, such as the NDSM Wharf, have gained popularity.
Visitor and Resident Experience
Tourists visiting Amsterdam this Christmas are likely to notice a more relaxed atmosphere in the city centre. The measures have reduced large crowds and fostered responsible behaviour, enhancing the experience for both visitors and residents.
The decentralisation strategy has also opened opportunities for tourists to discover less frequented areas, such as Jordaan, Oud-West, and Amsterdam-Noord. Despite the ban, reports of tourists smoking marijuana in public spaces persist, creating ongoing friction between visitors and locals.
Nevertheless, challenges persist. Critics argue that these measures disproportionately affect small businesses and fail to tackle broader issues, such as the environmental impact of low-cost airlines. While some tourists appreciate the quieter atmosphere, others may be dissuaded by restrictions on nightlife and traditional attractions.
Future Outlook
As Amsterdam closes 2024 with record-breaking tourist numbers, its approach to managing overtourism provides valuable insights for other cities. Balancing economic benefits with livability remains a complex challenge, but the city’s measures demonstrate a commitment to preserving its unique character. For visitors, the changes offer a chance to experience Amsterdam’s festive spirit in a more authentic and relaxed setting.
