Amsterdam’s ‘Stay Away’ campaign deters binging Brits

The city council of Amsterdam’s digital campaign to discourage British tourists from going to the Dutch capital to drink to excess appears to be working, according to recently-released figures.

The campaign, primarily aimed at 18-35-year-old British men who might be inclined to go to the Netherlands for a ‘lads holiday’, was launched in spring of this year. Videos highlighting the dangers of excessive drinking, to one’s health, reputation and finances, were shared on social media in an effort to curb antisocial behaviour and overcrowding in the city, as well as cleaning up its reputation. The city’s cannabis cafés and red light district also draw visitors.

Data from travel industry analysts ForwardKeys, presented to the World Travel and Tourism Council (WTTC) last week, suggest that the ‘Stay Away’ campaign has, to some extent, dented the numbers.

So far in 2023, the Netherlands has seen a 22% decline in the number of British tourists visiting compared to the pre-pandemic figure for 2019. However, it appears that the campaign, if it is a major cause for tourists steering clear, has not just discouraged the Brits, as there has overall been a 26% decline in global tourist arrivals to the Netherlands compared to 2019.

Another cause for the dip might also be the cap on flights to Amsterdam Airport Schiphol, an environmental and anti-noise pollution measure which, despite resistance from airlines including KLM Royal Dutch Airlines, could be made permanent next year. The city has also recently banned cruise ships coming to the city centre, and from next year will introduce what might be the highest tourist tax in Europe, €21.80 per person, per night.

For those tourists who do go with the intent to drink excessive levels of alcohol, Amsterdam does have a €100 on-the-spot fine for public drunkenness and a €150 fine for public urination.