Nico Mulder discusses how Amsterdam successfully managed tourism growth and urban success over the past 15 years. In the early 2000s, Amsterdam faced issues like increasing European competition, a reputation for vice, and dispersed tourism efforts. To address this, the city consolidated its marketing under one board, invested in infrastructure, arts, and culture, and developed a holistic brand proposition around Amsterdam's soul and DNA. By 2015, overnight stays had greatly increased. Now, the city focuses on higher quality tourism, public spaces, new regulations like tourist taxes, and smarter visitor distribution to prevent nuisance while maintaining prosperity. Mulder emphasizes the importance of cooperation and a holistic perspective on urban challenges.

1. AMSTERDAM
HOW TO MANAGE SUCCESS
NICO MULDER
nicomulder
nicomulder

2. How to manage success?
Rencontres Etourisme 2019 | Nico Mulder

3. About me
§ Masters in Psychology & Marketing
§ 2006: began career at an advertising agency
§ 2009: marketing manager Amsterdam Cultural Board
§ 2012: marketing manager Amsterdam Marketing
§ 2016: city marketing strategist & consultant

4. Video I amsterdam

5. Once upon a time…

6. Back in 2002…
§ Increase European competition
§ Bad reputation: sex, drugs & rock’n roll
§ >10 (city) brands, logo’s & marketing boards
§ Fewer businesses headquartering the city,
decrease of visitors, citizens moving out of town

7. 2004-2009: the build up
§ Shape stronger holistic proposition & story
§ Investments in infrastructure, arts & culture
§ Accommodations: more diverse, quality, dispersal
§ 1 city brand for citizens, visitors & businesses

8. How to organise this?

9. 2010-2015: (towards) one marketing power house
Tourism Conven=ons Culture Branding
Business
Economic
Board
amsterdam marke*ng

10. Mission statement
• We contribute to a liveable, attractive and
prosperous Amsterdam Area
• By building the reputation and guiding
inhabitants, visitors and businesses, in co-
creation with our 1,100 partners
• Where economic development is not at the
expense of the quality of life.

11. Target groups
Soul
of the
City
Inhabitants
Amsterdammers, knowlegde
workers, newcomers
Companies & Talent
Corporates, startups,
Social entrepreneurs,
Real estate investors,
talent, MICE
Visitors
Domestic and international,
first time and repeat

12. Our DNA

14. Core values
§ Innovation
§ Creativity
§ Spirit of commerce

16. Amsterdam
on the map
(again)

17. 17

19. Overnight stays Amsterdam – Area - Netherlands

20. Results 2015
€130 million
city tax 2019 (expected)
€237
expenditure per day (business)
€148
expenditure per day (leisure)
€144,50
average hotel price p/n
85%
occupancy rate
19 million
visitors
17 million
hotel overnights
+6.2%
overnight stays
Jan - Oct 2018
2007-2017:
59% increase
of hotel capacity11,000
new inhabitants p/y
650
hotels
with
46,752 hotelrooms (area)
Amsterdam now:
in numbers

21. 2015-now: this is what success can look like (too)

22. Current activities

23. Citizens
de culturele chatbot

24. Citizens | 24H

25. Businesses & conventions

26. Business: UK campaign

27. Build reputation
Guide visitors smarter
Prevent nuisance

28. The Amsterdam focus
1. Higher quality, more diversity, less nuisance
2. More and better public spaces
3. New rules, (tourist) taxes
4. Stimulate sustainable tourism (transport & services)
5. Smarter and more even distribution of visitors

29. Private holiday rentals
§ Main house
§ Maximum of 30 days
§ Maximum of 4 persons
§ Pre-notification requirement
§ Permission by home owner association
§ City tax

30. Ban on new tourist shops

31. Visitors

32. 32
AreaAmsterdam

34. From orientation to visit
In 2018 more than 25% of all
international visitors also visited
the Amsterdam Area
(In 2011 it was 18%)

35. Boosting visitor convenience (& gathering data)
35
72H
€87
96H
€98
24H
€54
48H
€78

36. Our quality visitor?

37. Customer journey

38. Learnings

39. Learnings
§ Look at it from a holistic perspective
§ Quantity vs. quality
§ Use & apply thick data
§ You can not do it alone: cooperate

40. … a liveable, loveable &
prosperous city
… a liveable, loveable &
prosperous city, for all

41. Merci beaucoup!
Nico Mulder | nicomulder@gmail.com | +31-6-34021350