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Why agents are key to Amsterdam's hopes of changing its image

Destinations
Ilaria Grasso Macola
21 June 2024

With its canals, cyclists and Van Gogh’s iconic sunflowers, Amsterdam is an evocative, technicolour city. In stark contrast, it’s also famed for boozy stag dos, hazy “coffee shops” and prostitution.

The winners will visit hotspots such as Amsterdam, Cologne and Bruges.

Amsterdam is trying to change its image

For more than a decade in the years following the global financial crisis of the late-2000s, the Dutch capital has invested heavily in tourism.

Over the past 15 years, annual visitor numbers have doubled to around 20 million, which includes a sharp uptick in UK guests. For a city of around 900,000 residents, Amsterdam’s vast transient population – aided by world-class air, sea and rail links – brings challenges, particularly for those looking to live within sight of its famous waterways.