Redesigning the visitor economy of Amsterdam - VISION 2025 - amsterdam& partners - I amsterdam

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Redesigning the visitor economy of Amsterdam - VISION 2025 - amsterdam& partners - I amsterdam
VISION 2025

Redesigning
the visitor economy
of Amsterdam

PLASTIC WHALE AMSTERDAM

amsterdam&
       partners
Redesigning the visitor economy of Amsterdam - VISION 2025 - amsterdam& partners - I amsterdam
FOREWORD

                                                          An opportunity for a new design
                                                          for the visitor economy
                                                          The coronavirus crisis has had a              travellers, and later the leisure visitors.    years Programme Plan, we have already           We are proud that this advice is by the
                                                          significant impact on the Netherlands, It     These comings and goings of visitors           developed an approach for the recovery          city for the city, and we would like to
                                                          is uncertain how long this crisis situation   have brought an enormous number                and sustainable development of the              thank everyone who has contributed
                                                          will last, but its impact has already been    of jobs, income, high-quality culture,         conference sector. It goes without saying       to this.
                                                          huge. Many entrepreneurs, cultural            affordable public transport, and much          that all these plans are in line with each
                                                          institutions, and businesses have had         more to the city in recent decades.            other and reinforce one another.                But now it's time to take action. Let's
                                                          to close their doors temporarily or                                                                                                          work together with the municipality,
                                                          have gone bankrupt. Employees have            Unfortunately, recent years have also          This advice was drawn up in two months          the MRA, residents, entrepreneurs and
                                                          lost their jobs, conferences have been        highlighted issues in certain places, and      in co-creation with more than a hundred         businesses, cultural institutions, experts,
                                                          cancelled, and visitors are staying at        quality of life has been affected in certain   stakeholders, consisting of experts,            and everyone else involved to shape a
                                                          home. The Amsterdam Metropolitan              areas. And this is not what anybody            partners, residents' organizations,             sustainable visitor economy that adds
                                                          Area (MRA) hit particularly hard by the       wants – particularly not the residents, but    entrepreneurs and businesses, and               value to the city and its residents!
                                                          lockdown.                                     also the cultural institutions, conferences,   cultural institutions from all over the city.
                                                                                                        and a large part of the tourist industry.      By bringing together all these parties,         Geerte Udo
                                                          The crisis is not yet over and shows the      We do not want to go back to the               we were able to paint a joint picture           Director amsterdam&partners
                                                          economic vulnerability of the healthy and     situation before the coronavirus crisis,       of a sustainable visitor economy. The
                                                          sustainable visitor economy. The crisis       in which the quality of life of residents      results of the co-creation sessions were
                                                          has also revealed that the city centre has    in parts of the city was under threat.         presented to a broad group of residents
                                                          become too dependent on a one-sided           Instead, we want to return to a healthy        and all of our partners in the form of a
                                                          visitor economy. This situation has given     visitor economy that enriches the city         survey. The advice was supplemented
                                                          rise to an important question: what           and its residents as soon as possible.         with interesting examples from around
                                                          does the future of Amsterdam look like?                                                      the globe.
                                                          How can we ensure that Amsterdam is           As a unifying party in the Amsterdam
                                                          a liveable city in which we can live and      Metropolitan Area (MRA), the                   As the request for this advice came
                                                          work while receiving visitors and making      City of Amsterdam has asked                    from the Amsterdam city authorities and
                                                          them feel welcome?                            amsterdam&partners to issue a                  many challenges arise in the city itself,
                                                                                                        recommendation on the future of the            this advice focuses primarily on the
                                                          Visitors are an inherent part of              visitor economy this autumn. Various           city. Naturally, our integrated strategy
                                                          Amsterdam's international character.          ideas and solutions have already been          will continue to focus on the entire
                                                          For as long as Amsterdam has existed,         presented by residents, businesses,            metropolis, and we will also take the
                                                          travellers have come to our city and          and experts individually in recent weeks       more generic advice into account.
                                                          stayed here for short and extended            and months. Alongside the recent
                                                          periods of time. First it was the business    publication of the Amsterdam 750

    Photography De Rode Hoed

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Redesigning the visitor economy of Amsterdam - VISION 2025 - amsterdam& partners - I amsterdam
BUILD-UP OF THE ADVICE

                                                                          Redesigning the visitor economy
                                                                          of Amsterdam
                                                                          This advice consists of an overarching     The further elaboration and prioritization
                                                                          starting point called 'the image of the    of these actions, division of roles, and
                                                                          free city' as well as seven pillars for    planning will take place as soon as
                                                                          a sustainable visitor economy. Each        possible after this advice has been
                                                                          pillar is described and provided with      issued.
                                                                          recommendations and actions. The
                                                                          recommendations focus mainly on the        We, amsterdam&partners, would like
                                                                          'what' question and the actions describe   to do this in cooperation with existing
                                                                          an initial outline of the 'how'.           initiatives and in line with policy.

    Photography Peter Elenbaas

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Redesigning the visitor economy of Amsterdam - VISION 2025 - amsterdam& partners - I amsterdam
STARTING POINT                                                                                                    AMBITION

                         THE VISITOR ECONOMY                                                                                               towards a sustainable
                         IS UNBALANCED                                                                                                     visitor economy in 2025
                         Amsterdam as a city of value                    The downside of the visitor economy                               We aim to create a visitor economy         The visitor economy that we aim for
                         Amsterdam has always been an attractive         The way in which we received visitors                             that adds value and does not cause         reinforces residents' quality of life and
                         city. Many people would like to live            before COVID-19 was out of balance                                disturbance or disruption by 2025. This    the visitor experience and fits within
                         here because of its people, unique              in some parts of the city. Misconduct                             means:                                     the ambition for sustainable growth.
                         character, and incredible diversity.            caused issues in specific parts of the city,
                         Residents take pleasure in their own and        while crowds led to problems in certain                           The city is for living, working, and       › Social: The visitor economy is inclusive
                         other neighbourhoods, parks, sports,            places. At the same time, too many                                welcoming visitors.                          in terms of trainee posts, internships,
                         attractions, cultural institutions, etc. in     houses on the market were replaced by                             Visitors, companies, conferences, and        and jobs, contributes to the quality of
                         their free time.                                private holiday rentals, while the city in                        talent are welcome if they add value         life in all neighbourhoods and districts,
                                                                         general and the centre in particular has                          to the city and its residents and do not     and does not lead to disturbance or
                         The value of the visitor economy                seen the growth of a monoculture of                               cause any disturbance or disruption.         disruption.
                         The city also attracts many visitors, talent,   shops that do not meet the needs of the
                                                                                                                                           The visitor economy contributes to the     › Ecological: The visitor economy is
                         and companies. The visitor economy is of        city's residents.
                                                                                                                                           objectives of the city and the MRA, and      ecologically sustainable because we
                         value to us: it contributes to the renewal                                                                                                                     are committed to a circular economy.
                                                                         This has led to alienation of some                                to the prosperity and well-being of its
                         and maintenance of facilities that are                                                                                                                         We put the pillars of sustainable
                                                                         residents from their own city, certainly                          residents.
                         valuable for residents and visitors, and it                                                                                                                    consumption, sustainable mobility,
                         is part of a capital with an international      in the city centre. On the other hand,
                                                                                                                                                                                        waste management, and greening
                         character in that it provides income and        there are also parts of the city where
                                                                                                                                                                                        into practice.
                         jobs, cultural and culinary wealth, and         the residents do not yet benefit from a
                         builds a creative and open identity.            healthy visitor economy.                                                                                     › Economic: The visitor economy
                                                                                                                                                                                        provides income for entrepreneurs,
                                                                         From recovery to redesign                                                                                      cultural institutions, and government,
                                                                         The current pandemic has plunged the                                                                           as well as trainee posts and future-
                                                                         visitor economy into crisis, with a huge                                                                       proof jobs. The visitor economy
                                                                         impact on the sector. Without visitors,                                                                        maintains facilities that are important
                                                                         the city is now also out of balance. We                                                                        for residents, businesses, and visitors.
                                                                         need to invest in and steer recovery
                                                                         NOW based on a new design for the
                                                                         sustainable visitor economy.

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Redesigning the visitor economy of Amsterdam - VISION 2025 - amsterdam& partners - I amsterdam
IDENTITY                                                                                                       A FREE CITY

                                The importance of image                                                                                        What is the freedom
                                The city of freethinkers                      Freedom demands responsibility.
                                                                                                                                               that we treasure?
                                Amsterdam is renowned worldwide for           Freedom means taking responsibility.
                                being a city of freethinkers and diversity.   Together, we must ensure that                                    What we want                                What we want to get rid of
                                For many years, unconventional thinkers       this freedom does not become
                                and people from various cultural and          non-committal. We must all – residents,                          › A city where you are free to be who       › The image that Amsterdam is the city
                                ethnic backgrounds have felt at home          businesses, and visitors alike – feel and                          you want to be, to love who you want        where you can do as you please.
                                here, attracting freethinkers from all over   take this responsibility.                                          to love, where you are allowed to think
                                                                                                                                                                                           › Unconstrained behaviour without
                                the world. This has led to a huge amount                                                                         and believe what you want. A city,
                                                                                                                                                                                             respect for the city, its residents,
                                of creativity and diversity in the city,                                                                         where people treat each other with
                                                                                                                                                                                             culture, history, and environment.
                                its people, and its culture.                                                                                     respect.
                                                                                                                                                                                           › Earning money without taking
                                                                                                                                               › A central role for creativity,
                                Respect for one another                                                                                                                                      responsibility for the
                                                                                                                                                 innovation, freedom, inclusion, and
                                                                                                                                                                                             city from which you benefit.
                                Freedom can only exist on the                                                                                    entrepreneurship.
                                fundamental principle of respect for
                                                                                                                                               › Boldness, an authentic Amsterdam
                                one another. Freedom does not mean
                                                                                                                                                 character, honesty, and a
                                non-commitment, every man or woman
                                                                                                                                                 straightforward attitude.
                                for themselves, or that everything is
                                permitted here. It means being who you                                                                         › A city where freedom nourishes and
                                are, loving who you love, believing what                                                                         enriches the enormous diversity of art
                                you believe.                                                                                                     and culture.

    Photography Edwin van Eis

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Redesigning the visitor economy of Amsterdam - VISION 2025 - amsterdam& partners - I amsterdam
ADVICE

                                                                          recommendations for a balanced
                                                                          free city
                                                                          Seven pillars for a sustainable visitor
                                                                          economy

                                                                          01                                        04                                        07
                                                                          Consciously create visitors               Get the neighbourhood involved            Redesign public spaces
                                                                          Attract visitors who come for the         Develop neighbourhoods on the basis       Better organize the public space for
                                                                          uniqueness of Amsterdam and add value     of their own identity and give them an    residents and visitors and focus on crowd
                                                                          to the city.                              enhanced role in decision-making.         management.

                                                                          02                                        05
                                                                          Steer based on insight                    Manage the night
                                                                          Provide centralized management and        Draw up a clear strategy that enriches
                                                                          responsible use of data to attract        the night and reduces the disturbance
                                                                          valuable visitors and guide them more     and disruption caused, among other
                                                                          effectively through the city.             things, by misconduct.

                                                                          03                                        06
                                                                          Reward good business practices            Make the city centre liveable
                                                                          Encourage, facilitate, and communicate    Design an integrated master plan to
                                                                          good business practices.                  restore the balance in living, working,
                                                                                                                    and valuable visitors.

     Photography Dennis Bouman

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Redesigning the visitor economy of Amsterdam - VISION 2025 - amsterdam& partners - I amsterdam
PILLAR 01

                                                                   Consciously
                                                                   create visitors
                                                                   It's the people that make the city.              There is no room for visitors that do
                                                                   In addition to elements such as culture,         not respect the city
                                                                   nature, and buildings, it is the people          Visitors who only come with one goal:
                                                                   who make the city and the metropolis             excessive drinking and taking drugs.
                                                                   what it is. Our city is formed by the            Visitors who display unconstrained
                                                                   people who live here, work here, and             behaviour, without respect for the city
                                                                   visit here. It is important that they add        and its residents, causing disturbance
                                                                   value to the city and its residents and          and disruption.
                                                                   that they bring more than they take.

                                                                   The valuable visitor
                                                                   We are open to any visitor who leaves
                                                                   the city a little better and more beautiful
                                                                   than how they found it.
                                                                   We are, therefore, letting go of the term
                                                                   ‘quality visitor’ and now prefer to focus
                                                                   on the ‘valuable visitor’. This is the visitor
                                                                   who visits us because of our unique
                                                                   values, our character, and our identity
                                                                   and who adds value themselves. We
                                                                   actively focus on visitors who come for
                                                                   conferences and culture in the broadest
                                                                   sense of the words. The values that we
                                                                   consider to be important are central to
                                                                   how we shape and communicate our
                                                                   image, and we focus on the behaviour
                                                                   that goes with it.

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Redesigning the visitor economy of Amsterdam - VISION 2025 - amsterdam& partners - I amsterdam
CONSCIOUSLY CREATE VISITORS                                                                                                              CONSCIOUSLY CREATE VISITORS

                               Recommendations                                                                                                                          Actions
                                                                                                                                                                        Brand and communication                      Spread
                               Constructing a new image                         Start now!
                                                                                                                                                                        › Develop an image campaign, using           › Develop a relevant and distinctive
                               Investing in a renewed image for                 Our advice is to start active campaigns
                                                                                                                                                                          the face of Amsterdam and its people.        offer in the field of culture, catering,
                               Amsterdam A city of freedom with                 aimed at the valuable visitor as soon
                                                                                                                                                                          This will de-anonymize the city by           shops, etc. that is interesting for
                               responsibility and specific attention to         as possible, so that when the weather
                                                                                                                                                                          allowing the residents to explain what       both residents and visitors in each
                               the presence of the enormous diversity in        permits, we have already reached the
                                                                                                                                                                          our freedom stands for.                      neighbourhood, together with
                               art, creativity, and culture. In this way, the   right visitors.
                                                                                                                                                                                                                       businesses, residents, the municipality,
                               city also attracts visitors who strengthen                                                                                               › Develop an inspiration and activation
                                                                                                                                                                                                                       and property owners.
                               its values and unique character.                 Misconduct no longer cool                                                                 campaign aimed at the valuable
                                                                                Launch a deterrent campaign to make                                                       visitors and the recovery of the visitor   › Tell the unique stories about city
                               Encourage dispersion                             it clear that misconduct is no longer                                                     economy to highlight Amsterdam's             districts and highlight lesser-known
                               Develop an interesting, diverse day and          acceptable. Aim these campaigns                                                           unique offer in terms of art and             places – including those in the city
                               night offer of activities in new places to       specifically at younger visitors who come                                                 culture, gastronomy, accommodation,          centre. And continue to focus on
                               spread visitors across the city. Use new         to the city as a group. Create awareness                                                  and attractions in both familiar and         dispersing visitors throughout the
                               technology to bring together visitor             both before the visit and during the visit                                                unfamiliar places.                           MRA.
                               needs and known and unknown activities.          to the city, neighbourhoods, and districts.
                                                                                                                                                                        › Start a discouragement campaign            › Deploy local businesses and parties
                                                                                Be tough on undesirable behaviour.
                                                                                                                                                                          in the relevant countries of origin          who can guide visitors within their
                               Conferences                                                                                                                                aimed at the target groups who cause         neighbourhoods.
                                                                                Put the brakes on capacity
                               The conference sector has already drawn                                                                                                    disturbance and disruption, from
                                                                                Our hope is that we will be able to                                                       orientation to location. Show what
                               up a separate multi-annual plan for a                                                                                                                                                 Capacity
                                                                                welcome visitors again as soon as                                                         behaviour we expect and where our
                               sustainable and innovative recovery of
                                                                                possible. At the same time, we want to                                                    boundary lies.                             › Investigate the possibilities of taxing
                               the conference sector and submitted it to
                                                                                be able to actively steer for maximum                                                                                                  day visits as well (City Tax).
                               the Ministry of Economic Affairs. Central                                                                                                › Investigate how desired behaviour can
                                                                                capacity and growth in the future, should
                               to this is attracting conferences with a                                                                                                   be shaped in an Amsterdam Contract.        › Work out an air passenger tax or
                                                                                this be necessary. Develop sustainable
                               focus on Life Science & Health, AI, and                                                                                                                                                 minimum ticket price for leisure flights.
                                                                                tools to achieve this.
                               FinTech that, in addition to income and
                                                                                                                                                                                                                     › Draw up an MRA-wide bed plan that
                               jobs, also contribute to the issues facing
                                                                                                                                                                                                                       covers all accommodation within the
                               us as the Amsterdam Metropolitan
                                                                                                                                                                                                                       region.
                               Area. Another important factor is
                               linking these conferences to start-ups,                                                                                                                                               › Prohibit private holiday rentals
                               knowledge institutions, businesses, and                                                                                                                                                 throughout Amsterdam and focus on
                               talent, so that they also make a positive                                                                                                                                               registered accommodations.
                               contribution for the longer term.

     Photography Koen Smilde                                                                                                          Photography Maarten van der Wal

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Redesigning the visitor economy of Amsterdam - VISION 2025 - amsterdam& partners - I amsterdam
PILLAR 02

                                                                   Steer based on
                                                                   insight
                                                                   Insight from data                             Need for a smart data strategy
                                                                   In order to be able to attract valuable       We must look for smart clustering and
                                                                   visitors and better manage their visit on     enrichment of various sources of big and
                                                                   the spot, insight is needed. Insight starts   other data in combination with smart ICT
                                                                   with the right data.                          applications.

                                                                   In order to manage conscious visits,          A great deal of data is already being
                                                                   there is a great need for knowledge and       collected, but central collection and
                                                                   insight. We need to better understand         management requires broad cooperation
                                                                   who the valuable visitors are, where          between all partners in education,
                                                                   they are in the world, and how we can         research centres, consultancy firms,
                                                                   reach and attract them. How do they           DMOs (Destination Management
                                                                   move through the city? Which impact           Organizations), companies, institutions,
                                                                   does their behaviour have on the              and government authorities.
                                                                   environment? In what way can we make
                                                                   the most effective adjustments?               We need to make the insights applicable
                                                                                                                 for daily use in order to reach the right
                                                                                                                 visitors, at the right time, with the
                                                                                                                 right message and to be able to direct
                                                                                                                 behaviour in a targeted way.

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Redesigning the visitor economy of Amsterdam - VISION 2025 - amsterdam& partners - I amsterdam
STEER BASED ON INSIGHT                                                                                                         STEER BASED ON INSIGHT

                          Recommendations                                                                                                                Actions
                                                                                                                                                         Analyse the visitor                         Insight into crowds
                          Datalab based on need                        Use existing platforms
                          Start a lab with knowledge institutes,       Link to already available communication                                           › Develop profiles of valuable visitors     › Make concrete where and when public
                          where data about the visitor's behaviour,    platforms to reach target groups. This                                              (including their search and booking         spaces become crowded, and who
                          profile, and needs are central, to improve   means using available expertise, media,                                             behaviour).                                 causes these crowds.
                          insight and applications.                    channels, and technology to steer                                                 › Develop profiles of visitors who cause    › Make real-time 'crowding maps'
                                                                       behaviour and awareness. At the same                                                disturbance and disruption (including       of public spaces, museums, and
                          Expand the IGOR initiative                   time, communicate in hotels, via existing                                           their search and booking behaviour).        attractions as a basis for directing
                          The City of Amsterdam's Intelligent          apps and, as is already the case, via                                                                                           visitors in time and space.
                                                                       advertising pillars about crowds in the                                           › Analyse visitor behaviour by means
                          Gebruik Openbare Ruimte (Intelligent
                                                                       city.                                                                               of continuous visitor research and        › Develop a forecast dashboard for
                          Use of Public Space, IGOR) programme
                                                                                                                                                           platforms, such as the City Card (app).     public holidays and major events.
                          provides a good basis for more insight,
                          guidance, and forecasting in terms of        Experience data                                                                   › Make it clear where and what time
                          crowds.                                      Test and enrich data with the actual and                                            disturbance and disruption are
                                                                       topical experience of residents.                                                    caused by misconduct, and by whom
                          Make good agreements between                                                                                                     Communication and actions can then
                          participating parties about data quality,                                                                                        be better adapted to this.
                          types of data, and their use. Investigate
                          the possibilities of making this available
                          as an open source. Abuse by commercial
                          parties must be prevented.

                          Experimentation in public spaces
                          Combine IGOR with living labs and
                          experiments in the public space for
                          quick testing and learning. Encourage
                          collaboration with the sector and use the
                          test results in daily communication.

                                                                                                                            Photography Caecilia Rasch

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PILLAR 03

                                                                        Reward good
                                                                        business practices
                                                                        It's the businesses that make the city      Focusing on good business practises
                                                                        Businesses are the driving force behind     Companies and organizations that
                                                                        change in the city. Businesses, together    create jobs and trainee posts and take
                                                                        with cultural institutions, knowledge       responsibility for the city in which they
                                                                        organizations, and residents, use           operate should be rewarded for this.
                                                                        innovative ideas, innovations, and          This is true in all sectors, from retail and
                                                                        initiatives to make Amsterdam more          hospitality, hotels and attractions, to real
                                                                        vibrant, contributing to an ever-changing   estate and cultural institutions.
                                                                        and renewed city for residents and
                                                                        visitors.

                                                                        One business adds more value than
                                                                        another Many have an important role to
                                                                        play in the community, contribute to a
                                                                        better city, and give something back to
                                                                        the residents.
                                                                        Others only make money from the
                                                                        visitor economy, without taking action to
                                                                        prevent or solve negative effects.

     Photography Koen Smilde

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REWARD GOOD BUSINESS PRACTICES                                                                                               REWARD GOOD BUSINESS PRACTICES

                               Recommendations                                                                                                              Actions
                               Special status for impact                    Encourage local businesses                                                      Special status and rewards                   Encourage local businesses
                               Facilitating and steering toward good        Encourage local businesses with space                                           › Develop new guidelines for business        › Offer support and space to local
                               business practises. Develop a quality        and knowledge and offer them a                                                    location policy                              start-ups by actively bringing them
                               mark, such as 'B-Corp'. In addition to       platform. Connect them to entrepreneurs                                                                                        into contact with the established order.
                               profit and shareholders, businesses with     with experience and give them a place                                           › Introduce an Amsterdam quality
                               this quality mark also take people, the      under the wings of the establishment.                                             mark for companies that contribute         › Use community funds to promote local
                               environment, and society as their starting                                                                                     to the city (A-corp). Establish              initiatives and businesses.
                               point. Give a special status to companies                                                                                      criteria for obtaining this (e.g.
                               that demonstrably contribute to the city                                                                                       impact, sustainability, inclusiveness,
                               on an economic, social, and ecological                                                                                         transparency, and being a good
                               level.                                                                                                                         employer). Work out the reward
                                                                                                                                                              components and monitor the scores of
                                                                                                                                                              companies annually.
                               Controlled business location policy
                               Establish stricter rules for applications                                                                                    › Join existing initiatives that stimulate
                               for business locations and permits.                                                                                            sustainable Amsterdam companies,
                               Check whether companies contribute to                                                                                          institutions, and organizations and use
                               diversity in the neighbourhood, call their                                                                                     this knowledge for new initiatives.
                               guests to account for misconduct, and                                                                                        › Develop a campaign for all new and
                               help clean up their waste.                                                                                                     existing businesses in the city
                                                                                                                                                              to inform and encourage them to
                                                                                                                                                              participate.
                                                                                                                                                            › Bring businesses with the quality
                                                                                                                                                              mark to the attention of residents
                                                                                                                                                              and visitors, such as 'The Little Green
                                                                                                                                                              Book' that 'lists' all the A-corps, and
                                                                                                                                                              through other channels and platforms.
                                                                                                                                                              This stimulates companies to continue
                                                                                                                                                              to improve themselves.

     Photography Koen Smilde                                                                                                   Photography Amie Galbraith

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PILLAR 04

                                                                         GET THE NEIGHBOUR-
                                                                         HOOD INVOLVED
                                                                         Local profits                                 Neighbourhoods' individual identities
                                                                         All neighbourhoods in the city should         Neighbourhoods can benefit more
                                                                         benefit from the visitor economy.             from visitors when they grow using
                                                                         Having more visitors increases income,        their own identity as the foundation.
                                                                         increases the level of facilities, and        Area development and profiling should
                                                                         can give neighbourhoods an attractive         be linked to this and serve as the
                                                                         quality boost. For example, many trams,       starting point for all communication
                                                                         the underground, and buses are only           and offer-related development, such
                                                                         profitable thanks to the visitor economy.     as museums, attractions, shops, and
                                                                                                                       restaurants. This strengthens the
                                                                                                                       distinctive character of neighbourhoods.
                                                                         The balance is uneven
                                                                         Make unfamiliar parts of the city             Mandate and participation
                                                                         attractive to visitors with the right offer
                                                                                                                       Neighbourhoods must have an enhanced
                                                                         and story. The city centre is extremely
                                                                                                                       role and say in the desired benefits of
                                                                         busy, while parts of the city such as
                                                                                                                       the visitor economy and how they can
                                                                         Nieuw-West and Zuidoost are not yet
                                                                                                                       achieve this together.
                                                                         benefiting sufficiently from the visitor
                                                                                                                       Of course, centralized management is
                                                                         economy.
                                                                                                                       needed so that the whole is more than
                                                                                                                       the sum of its parts.

     Photography Bas Uterwijk

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GET THE NEIGHBOURHOOD INVOLVED                                                                                               GET THE NEIGHBOURHOOD INVOLVED

                               Recommendations                                                                                                              Actions
                               Give an enhanced role to local               Develop neighbourhoods using their                                              Enhanced role                                Spread
                               residents                                    own identity as the foundation                                                  › Facilitate cooperation between             › Introduce a resident's card, so that
                               Give local residents and businesses an       Identify the DNA of the various                                                   residents and businesses.                    residents are informed and invited to
                               enhanced role in planning and decision-      neighbourhoods and districts Develop                                                                                           visit cultural and recreational facilities
                               making and support this with a budget,       initiatives and activities in the city that                                     › Build a broad and inclusive network.
                                                                                                                                                                                                           in the city. Spread residents' visits to
                               for example, in the form of a                match the local identity and the needs of                                       › Increase the community funds and             other parts of the city as well.
                               neighbourhood fund. Facilitate               residents and visitors. Prevent alienation                                        use these to stimulate joint initiatives
                               active cooperation between business          from their own neighbourhood.                                                     of residents and businesses. Set           Invest locally
                               improvement zones (BIZ), cultural                                                                                              up a think tank for a long-term
                               institutions, and residents' associations,   Focus on spread                                                                   neighbourhood development plan.            › Continue investments such as the
                               and ensure broad representation.             Highlight the neighbourhoods. Tell                                                                                             renewed Meervaart canal, the
                                                                                                                                                            › Give part of the income from tourist         Zuidoost Master Plan, the City Centre
                                                                            special stories and enhance the effect                                            tax to the community funds.
                               Discover your own city                       through local communication. At                                                                                                approach, and the redevelopment of
                               The residents of Amsterdam enjoy all         the same time, focus on dispersion                                                                                             Buikslotermeerplein square.
                                                                                                                                                            Local identity
                               the amenities in the city but have little    to lesser-known places in familiar
                               knowledge of other neighbourhoods.           neighbourhoods.                                                                 › Formulate the area identity (DNA) for
                               Encourage the local residents to actively                                                                                      each neighbourhood.
                               go and discover their city. This allows
                               them to get to know and appreciate each
                               other and the city better, which increases
                               the feeling of pride and unity.

     Photography Koen Smilde                                                                                                      Photography Koen Smilde

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PILLAR 05

                                                                   MANAGE THE NIGHT
                                                                   Create a programme for the                   Manage the night together
                                                                   valuable night                               Tackling disturbance and disruption, with
                                                                   Amsterdam is a city of freedom and           a focus on the night-time, can only be
                                                                   creativity and wants to remain exciting      done together. An integrated approach
                                                                   and innovative. Invest in a high-quality     with all those involved (companies,
                                                                   and inclusive night-time offer, spread       municipality, and police) and throughout
                                                                   throughout the city.                         the customer journey from awareness
                                                                                                                to enforcement. Part of this is tough
                                                                   Tackle disturbance and disruption in         enforcement after 10:00 PM.
                                                                   a targeted manner
                                                                   Nightlife in Amsterdam leads to
                                                                   disturbance and disruption in certain
                                                                   places. This is mainly caused by
                                                                   misconduct, such as noise pollution,
                                                                   public urination, and public drunkenness.

                                                                   This is largely attributable to a specific
                                                                   group of young men (18-35 years
                                                                   old) from the Netherlands, the United
                                                                   Kingdom, and France. They often travel
                                                                   in groups, coming especially to the
                                                                   Red Light District where there is a high
                                                                   concentration of coffee shops, window
                                                                   prostitution, pubs, evening shops, and
                                                                   fast-food restaurants.

                                                                   This disturbance is very localized, taking
                                                                   place in certain places and at certain
                                                                   times, and can reach extreme levels
                                                                   (as experienced by local residents),
                                                                   especially at night.

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MANAGE THE NIGHT                                                                                                             MANAGE THE NIGHT

                               RECOMMENDATIONS                                                                                                              Actions
                               High-quality enrichment                      Positive framing and image                                                      Awareness                                   Integral approach
                               Develop a nightlife policy that creatively   Develop a new framing of busy areas                                             › Develop an awareness campaign             › Develop a creative and high-quality
                               and qualitatively enriches nightlife         to emphasize the residential aspect of                                            on misconduct from orientation to           night policy for the entire city, perhaps
                               throughout the city.                         a neighbourhood. Friendly, clean, and                                             location, including communication in        under the supervision of the Night
                                                                            'wholesome' public spaces encourage                                               public spaces and enforcement.              Mayor.
                               Introduce an integrated nightlife policy     positive behaviour.
                                                                                                                                                            › Involve residents in this campaign        › Provide a public-private cleaning
                               The night is an important part of the
                                                                            Businesses share the responsibility                                               (e.g. the 'I live here' campaign in the     team to keep the city centre clean at
                               visitor economy, but it needs to be
                                                                                                                                                              Red Light District) to de-anonymize         peak times, partly at the request of
                               better managed. Develop a proactive          Businesses that are active in the
                                                                                                                                                              the neighbourhood and ensure                residents.
                               and integrated night policy to combat        visitor economy must be made jointly
                                                                                                                                                              that communication links up with
                               misconduct together with companies,          responsible for the disruption caused by                                                                                    › Know the needs of visitors in
                                                                                                                                                              international campaigns.
                               the police, and the municipality, focusing   themselves and their guests. They must                                                                                        these areas and respond to them
                               on the time period after 10:00 PM.           show how this co-management becomes                                                                                           in a recognizable way (give them
                                                                            part of their business operations.                                                                                            perspective on action). This means
                               Preventative approach                                                                                                                                                      placing enough visible urinals, waste
                               In order to avoid disturbance and                                                                                                                                          bins, etc. in the city centre.
                               disruption, set up facilities such as                                                                                                                                    › Ensure a positive and personal
                               toilets, waste bins, and public transport,                                                                                                                                 presence of hospitality staff, who
                               ensuring they are geared toward the                                                                                                                                        create a more friendly atmosphere.
                               customer journey and the night visitor's
                               need.

                               Learn from the 'festival approach’
                               Apply a festival approach to busy
                               nightlife areas. Festivals are organized
                               in such a way to prevent and manage
                               disruption. Match these to the specific
                               challenges of each area.

     Photography Koen Smilde                                                                                                     Photography Bas Uterwijk

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PILLAR 06

                                                                             Make the city
                                                                             centre liveable
                                                                             Pleasant living, working, and recreation        Redesign the city centre
                                                                             Amsterdam's city centre must once               This calls for a redesign of the city centre
                                                                             again become an area where people               on a number of important issues, such as
                                                                             enjoy living, working, and spending their       new policy on window prostitution and
                                                                             leisure time. To achieve this, there must       coffee shops and the
                                                                             be sufficient living and working space          monoculture of shops.
                                                                             for businesses and small innovative and
                                                                             creative entrepreneurs.

                                                                             We aspire to offer a diverse range of
                                                                             shops, restaurants, cultural institutions,
                                                                             attractions, and facilities so that the local
                                                                             residents of Amsterdam can once again
                                                                             come to the city centre to meet each
                                                                             other and find new inspiration.

     Photography Philipp Benedikt

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MAKE THE CITY CENTRE LIVEABLE                                                                                                MAKE THE CITY CENTRE LIVEABLE

                               RECOMMENDATIONS                                                                                                              Actions
                               The master plan for housing                   Cultural and historical heart of the city                                      Rediscover your city                          › Create multifunctional facilities
                               Develop a master plan to return homes         Make sure that Amsterdam residents                                                                                             that support living, working, and
                                                                                                                                                            › Let Amsterdam residents and the
                               to residents. The city centre in particular   and visitors from outside the city will                                                                                        accommodation, and can be used day
                                                                                                                                                              residents of the metropolis rediscover
                               has seen too many homes withdrawn             once again see and experience the city                                                                                         and night.
                                                                                                                                                              the city centre and the Red Light
                               from the city's supply in order to cater      centre as a cultural-historical centre                                           District; emphasize culture, history,       › Use the city centre as a meeting place
                               to the visitor economy. The aim is for        and the foundation of the modern city.                                           and put local businesses and initiatives      and place for innovation.
                               people from different social strata and       Making the city centre attractive again                                          centre stage.
                               cultural backgrounds to live throughout       for Amsterdam residents requires joint                                                                                       › Develop a Master Plan for Housing
                               the city centre.                              programming of the city centre by                                                                                              and introduce a ban on private holiday
                                                                                                                                                            Integral quality of life policy                 letting for the whole of Amsterdam.
                                                                             residents, students, businesses, cultural
                               Focus on holiday letting                      institutions, and the municipality.                                            Develop an approach for the city centre
                                                                                                                                                            together with residents, businesses,          Businesses
                               Prohibit private holiday letting
                                                                                                                                                            property owners, and cultural institutions.
                               throughout the city in order to stop the      Rigorous choices                                                                                                             › Reward businesses that contribute to
                               withdrawal of houses from the market                                                                                         › Redesign window prostitution and
                                                                             Make rigorous choices in the supply and                                                                                        the neighbourhood. This is in line with
                               and the alienation of residents from                                                                                            coffee shops in the city centre aimed
                                                                             design of the city centre and specifically                                                                                     the new Amsterdam quality mark for
                               their neighbourhood. Other forms of                                                                                             at discouraging the large influx of
                                                                             the Red Light District. The combination                                                                                        businesses to be developed.
                               accommodation add more value to the                                                                                             visitors who only come to Amsterdam
                                                                             and quantity of coffee shops, window
                               city, economically (jobs, trainee posts),                                                                                       for this offer.                            › Facilitate workspace for entrepreneurs,
                                                                             prostitution, restaurants, and fast-food
                               socially (neighbourhood support), or                                                                                                                                         creatives, and start-ups.
                                                                             restaurants act as a magnet to the target                                      › Encourage a diverse range of
                               ecologically (sustainability programmes).     group who causes disturbance and                                                 shops based on area profiles, retail
                                                                             disruption. Only by making these choices                                         diversification, and development
                               No monoculture                                can we stop the influx of this type of                                           with space for local and young
                               Create a vibrant neighbourhood with           visitor, so that the city centre once                                            entrepreneurs.
                               a diverse range of shops, amenities,          again becomes a neighbourhood for
                               and businesses, particularly aimed at         living, working, and welcoming valuable
                               residents and people who work in the          visitors.
                               city. This also makes the city centre
                               attractive to visitors from other parts of
                               the city, the region, or abroad.

     Photography Koen Smilde                                                                                                      Photography Koen Smilde

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PILLAR 07

                                                                        REDESIGN
                                                                        PUBLIC SPACES
                                                                        Crowding in public spaces                    Clean, wholesome, and safe
                                                                        It is incredibly busy in certain places in   Every place in the city must be
                                                                        Amsterdam. This is not only caused by        clean, wholesome, and safe. More
                                                                        visitors, but by a combination of flows      greenery makes a neighbourhood
                                                                        of residents, visitors, and transport. We    more welcoming. Better maintenance
                                                                        will have to be prepared to limit these      and management of the public space
                                                                        by dealing with them more intelligently,     contributes to its quality: it makes the
                                                                        which can also mean that we temporarily      environment more pleasant and appear
                                                                        or permanently restrict access to areas      less crowded.
                                                                        or close areas off to certain means of
                                                                        transport such as cars.                      The duty of the city authorities
                                                                                                                     The visitor economy puts pressure on the
                                                                                                                     public space. It is the responsibility of the
                                                                                                                     municipality to organize this optimally.
                                                                                                                     We encourage all existing and future
                                                                                                                     initiatives that contribute to this.

     Photography Koen Smilde

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REDESIGN PUBLIC SPACES                                                                                                         REDESIGN PUBLIC SPACES

                              Recommendations                                                                                                                Actions
                              Develop the city using greenery and            Focus on busy times and areas                                                   Water and greenery                         Transport and logistics
                              water as the foundation                        Encourage visitors to spread out over                                           › Strengthen existing green-blue           › Use the water for goods
                              There is a need for more green space           time and space. This can be done by                                               initiatives, such as the National          and passenger transport.
                              in the city, especially in places that         spreading attractions, creating attractive                                        Maritime Museum in collaboration
                              are perceived as busy. In addition,            destinations outside the city centre, or                                                                                   › Combine logistics services per
                                                                                                                                                               with Artis, the Hermitage, and the
                              reduce the pressure on space through           better communicating the existing offer                                                                                      neighbourhood or city district to
                                                                                                                                                               Marineterrein. Take this as an example
                              good connections by water – not only           by means of guiding based on                                                                                                 increase service efficiency and reduce
                                                                                                                                                               for new initiatives to be developed.
                              functionally for transport, but above all to   data and insight.                                                                                                            costs.
                              improve the experience of the city.                                                                                            › Invest in sustainable and public
                                                                                                                                                                                                        › Implement allowed delivery times for
                                                                             Smarter business and logistics                                                    transport, such as transport by water
                                                                                                                                                                                                          loading and unloading for, among
                              More space for bicycles                        movements                                                                         or bicycle instead of car, and reward
                                                                                                                                                                                                          others, retail and hospitality.
                              and pedestrians                                                                                                                  its use.
                                                                             Collaborate in logistics movements such
                              Space is limited not only in the city          as parcel delivery, catering and retail                                         › Involve ecological experts in the
                              centre but in several places. The              supply, and waste disposal. We need to                                            development of neighbourhoods.
                              functions of living, working, and              organize this in a smarter way by working
                              recreation take up all of this space.          together.
                              Smart, multi-purpose use of space helps
                              here, but also by making more space for
                              pedestrians and cyclists and significantly
                              reducing traffic.

     Photography Irina Raiu                                                                                                        Photography Koen Smilde

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REALIZATION

                                                                                                 Structural co-creation
                                                                                                 Actively managing                            Continuous co-creation                     Start now
                                                                                                 the visitor economy                          This exploratory study is the result       This is a matter of urgency. We must start
                                                                                                 Considering the tangible impact that         of a co-creative approach and              now in order to achieve a sustainable
                                                                                                 the growing visitor economy has on           the participation of all partners of       visitor economy. Integrated policy and an
                                                                                                 the living environment and the great         Amsterdam: residents, entrepreneurs,       action programme are necessary.
                                                                                                 economic significance of the sector,         and knowledge and cultural institutions.
                                                                                                 effective management of this is essential.                                              Our intention in the short term is to draw
                                                                                                                                              As amsterdam&partners, we attach great     up an 'action calendar' with a timeline
                                                                                                 Off the beaten track                         importance to staying in discussion        together with the parties involved. In
                                                                                                 In order to manage this effectively,         and forming new coalitions, at both        addition, we will come up with a top five
                                                                                                 more links are needed with adjacent          the city and neighbourhood level, that     of priorities – these are actions that can
                                                                                                 domains, such as housing, nature and         implement initiatives that contribute to   be implemented in the short term. Of
                                                                                                 environment, landscape, culture and          our common goal.                           course, an additional budget is needed
                                                                                                 industry, education, and spatial planning.                                              to realize the accompanying proposals.

                                                                                                 Regional cooperation in and with                                                        We must also continue to monitor
                                                                                                 the MRA will also have to be further                                                    progress, so that we can see what is
                                                                                                 developed in order to achieve                                                           changing in order to ensure that all
                                                                                                 sustainable recovery and redesign                                                       stakeholders continue to feel that they
                                                                                                 of the visitor economy.                                                                 are involved.

           HorecaIn pliam
           Qui cullorem cuscia ea prepedit facepro et
           porrum vento tem quiatur, qui videl eum
           ea niendi sitem dusaecu llique explibu
           orepti in eveliquostio.

     Photography Siebe Swart

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SUSTAINABLE VISITOR ECONOMY

                          International trends
                          and developments
                          Digital experiences                              Internet of Things makes cyber security            Companies in the retail, catering, or          Impact of climate change                    sector creates trainee posts, internships,
                          COVID-19 has strengthened and                    essential, especially now that 5G is about         hotel sector (e.g. IHG's Even Hotels           From 2019 to 2020, Europe experienced       and jobs, and can contribute more
                          accelerated the role that digitization           to break through as a major accelerator            Group in the United States) will also          its warmest winter ever. In the             to the benefit and quality of life in all
                          plays in the lives of residents, businesses,     of digitization.                                   respond to the growing need for safety,        Netherlands, the climate is changing to     neighbourhoods and districts without
                          and visitors alike. E-commerce, remote                                                              health, and well-being.                        milder winters and more extreme heat        causing disturbance or disruption.
                          working, the virtual experience economy,         The new way of working                                                                            in spring and summer. Cities need to        Various initiatives have been launched
                          and contactless customer interactions            Just like leisure, work is becoming less           The participation society                      adapt quickly by developing climate-        to improve the quality of life of residents
                          have become widespread and                       and less dependent on locations. After             The current 24-hour news cycle and             proof infrastructure and using predictive   through the visitor economy or to give
                          embedded in just a few months. This is           the experience of the past few months,             social media can reinforce local decisions     weather analysis to understand the          support to local entrepreneurs and
                          likely to be a lasting change.                   flexible co-living, co-working, and leisure        to a global level within minutes.              effects of changing weather patterns on     businesses (#Helpdehoreca).
                          Think of the enormous growth in tools            concepts will emerge that will lead to             Political decision-making, a balanced          the city.
                          and platforms to access museum                   the reuse of property. Talent can be               representation of citizens, and the            Consequences for the visitor economy        Sustainable transport
                          collections and archives digitally and           deployed more flexibly and is less tied to         provision of truthful information are          include scarcity of water, the need for     Global aviation has been fundamentally
                          give performances online, as well as             place and space.                                   under pressure. Cities are increasingly        public spaces with more shade, but also     changed by the COVID-19 pandemic.
                          the technology to offer high-quality                                                                using digital tools to encourage               possible damage to historic buildings       Although even Eurocontrol's most
                          and fast experiences, such as 8D music           The healthy and safe city                          community participation and transparent        due to high temperatures.                   optimistic scenario suggests that the
                          technology, virtual tours, or cloud              Before 2020 and the coronavirus crisis,            reputation management.                                                                     number of aircraft movements from
                          gaming.                                          physical and mental health had already                                                            Due to the rapid growth in the number       2019 will not be reached until 2024,
                                                                           received a great deal of attention within          Diversity and inclusion                        of international visitors – especially      the aviation sector is likely to look very
                          Build-up of infrastructure and                   the visitor economy. Cities are even more          Equality, diversity, and collective action     by aeroplane – before COVID-19 and          different by then
                          competences                                      judged now and in the future on their              are themes that are particularly appealing     the lack of international visitors during   The support given by several European
                          For companies, success in the visitor            attractiveness and liveability, as well as         to younger generations (Millennials and        the lockdown, the impact of the visitor     governments to their national airlines
                          economy will increasingly depend on the          their ability to provide clean air, safe and       Generation Z), who are increasingly            economy on the natural environment          is based on higher aviation taxes and
                          ability to continually invest in the digital     pleasant public spaces for large numbers           finding their voice in the political arena     became clearly visible. This resulted       fewer short-haul flights. This, combined
                          infrastructure, be it artificial intelligence,   of people, and to provide efficient                and as consumers. In order to be               in various policy plans at national and     with the consolidation or bankruptcy
                          robotics, data processing, or hardware.          medical care.                                      attractive to these globally oriented,         European level, aimed at a sustainable      of some airlines, and loss of consumer
                          Human contact is increasingly being              COVID-19 has underlined the value                  strongly connected generations, cities         and above all ecological recovery of        purchasing power, may result in low-cost
                          replaced by an increasing range of               of outdoor spaces as places to meet,               will need to connect with their values         the sector.                                 airlines gaining position over their more
                          low-touch technology for things such             exercise, and relax. The increasing                and life experiences and show real                                                         expensive competitors. Increasing
                          as planning, booking, and processing             pressure on public spaces requires an              action on issues such as climate change.       Focus on the local                          'flight shame' and environmental issues
                          transactions. Given these developments,          integrated approach to these green and             Inclusiveness is an important theme,                                                       stimulate the search for alternatives to
                                                                                                                                                                             In addition to the economic and
                          new skills are needed, new jobs are              blue areas and targeted control of safety          visible in new initiatives such as the Black                                               long-haul and short-haul flights such as
                                                                                                                                                                             ecological impact, the visitor economy
                          emerging, and others will disappear. The         and crowds through crowd control.                  Travel Alliance, established in 2020.                                                      the bus, train, and boat.
                                                                                                                                                                             has a social influence. After all, the

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SUSTAINABLE VISITOR ECONOMY

                          International
                          examples
                          The Tiaki Promise – New Zealand              important factor in the success of the             › Denmark: in October 2019, the              that acts as a secure space for storing     The results will be made public so that all
                          In recent years, before COVID-19,            Tiaki Promise.                                       Danish Aviation Industry Association       personal data and preferences and as a      stakeholders can be properly informed.
                          tourism in New Zealand has grown             More information >                                   proposed to set up an independent          tool for anonymous communication with       Important insights that have been
                          rapidly to 3.8 million arrivals in a                                                              Climate Foundation with revenue from       providers in the visitor economy.           published since 2018:
                          country with a population of 4.9 million.    Taxation of short-haul flights – Europe              a small fee for tickets.                                                               › 'Copenhagen's DNA and future
                          New Zealanders are increasingly              The growth in the global number of                                                              The data exchange is based on                 opportunities'. These are quantitative
                                                                                                                          › France: a major reform of the current
                          concerned about the impact of these          air passengers and increasing public                                                            blockchain technology. Consumers              analyses investigating how visitor
                                                                                                                            'Air Passenger Solidarity Tax' was
                          visitor numbers, particularly on the         awareness of the contribution of aviation                                                       remain in control of what information         behaviour and preferences match the
                                                                                                                            proposed in 2020, with €30 per
                          environment. As part of a wider policy       to climate change have led many                                                                 is shared, while blockchain technology        wishes of local residents.
                                                                                                                            passenger for flights of less than
                          shift to promote sustainable growth          governments, particularly in Europe,                                                            enables the anonymized but transparent
                                                                                                                            2,000 km.                                                                              › 'The Mindful Visitor' – a quantitative
                                                                       to introduce or significantly increase                                                          transfer of data to generate insight into
                          and national welfare, the Tiaki Promise                                                                                                                                                    experiment to segment visitors into
                                                                       different types of aviation taxes.                 › Germany: aims for a rate increase from     visitor behaviour.
                          was launched in November 2018 by a                                                                                                                                                         more or less sustainable, valuable
                                                                                                                            2019-2020. The tax on flights from         In the future, the technology can
                          coalition of seven public and private                                                             Germany to Europe, Russia, Turkey,                                                       segments using data on profile and
                                                                                                                                                                       be used to encourage visitors to
                          tourism organizations in New Zealand.        The most common measure is to                        Morocco, and Algeria is currently                                                        behaviour.
                                                                                                                                                                       visit certain places, to spend money
                                                                       discourage air travel by increasing air              €12.90.                                                                                More information >
                                                                                                                                                                       with certain service providers or to
                          The Tiaki Promise is based on New            travel costs while generating revenue
                                                                                                                          › Switzerland: agreed to introduce an        reward 'sustainable' behaviour using
                          Zealand's Maori heritage; the Maori word     to invest in more sustainable modes                                                                                                         Made in NYC Week – New York
                                                                                                                            aviation tax in June 2020, with almost     'Collaboration Impact Tokens' (CIT),
                          'tiaki' means 'care for people and place'.   of transport or other environmental
                                                                                                                            half of all revenue earmarked for          a digital voucher stored in the user's      'Made in NYC' is an initiative launched
                          It is an educational tool to encourage       programmes. Recent revisions include:
                                                                                                                            'emission-reduction initiatives'.          personal digital passport.                  in 2003 to help local businesses
                          responsible behaviour among visitors to      › Austria: flights from 1 September 2020                                                        More information >                          and creators recover after 9/11. The
                          New Zealand and encourage them to               will be subject to a minimum rate of            › United Kingdom: Air Passenger Duty                                                     programme supports them in building
                          travel with respect for the environment,        €40 per person; the rate must be at               (one of the first of its kind in Europe)   10xCopenhagen – Denmark                     the necessary competences, gives them
                          people, and culture of the country.             least equal to taxes and surcharges.              will aim for a minimum increase in                                                     access to a network of peers within the
                          A broad toolkit of physical and                                                                                                              10xCopenhagen was launched in
                                                                          A tax increase to €12 per passenger,              destinations more than 2,000 miles                                                     sector, and provides marketing support.
                          digital educational material has been                                                                                                        October 2017 as a major research project
                                                                          but for destinations up to 350 km                 away by 2021.                                                                          To date, it includes more than 1,400
                          developed, which can be used by                                                                                                              aimed at creating insight as the basis
                                                                          from the airport this will be €30 per                                                                                                    companies in all major subsectors of the
                          companies within the visitor economy.                                                                                                        for a new visitor strategy in 2030. The
                                                                          passenger to discourage shorter air             The DOTI Passport – Slovenia                                                             NYC region, with around 72,000 people
                                                                                                                                                                       project was started out of concern for
                          The widespread acceptance of the Tiaki          journeys. In addition, Austrian Airlines                                                                                                 in the five city districts.
                                                                                                                          'DOTI' is a personal digital passport with   the growth of tourism in the city and
                          Promise by the business community and           is encouraged to transfer passengers                                                                                                     More information >
                                                                                                                          which the individual (the visitor) retains   indicates which factors promote growth,
                          the use of the material during various          to rail transport on short distances
                                                                                                                          ownership and full control of their own      but also how the visitor economy can
                          phases of the customer journey is an            where possible.
                                                                                                                          data. It works via a mobile application      benefit the city and its residents more.

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Portland in the Streets – Portland         The aim is to allow short term landlords      The taxes collected go to the Tourism           greater environmental benefits to the
                                                     Portland in the Streets is a programme     (owners of Airbnb flats) to rent out their    Development Fund, which is supervised           local community.
                                                     managed by the Portland Bureau             property as affordable accommodation          by an investment committee chaired              After participating in the programme,
                                                     of Transportation (PBOT), which is         to the city authorities in exchange for a     by the municipal council, together              local authorities consult with residents
                                                     responsible for urban planning.            guaranteed income. The homes are then         with the Lisbon Tourism Association,            and interest groups to understand
                                                     The programme has contributed to           rented by the city authorities to people      the Portuguese Hospitality Association          the role that green spaces play in
                                                     increasing local pride and the overall     on low and medium incomes who would           (AHP), and the Portuguese Hotel and             neighbourhoods and districts. On
                                                     attractiveness of urban neighbourhoods     otherwise be unable to live in the city       Restaurant Association.                         this basis, specific neighbourhoods
                                                     and encourages residents to take a         centre.                                                                                       and green spaces are identified for
                                                     role in the design of public space.                                                      The investment of the revenue was               participation in the programme, such
                                                     This is achieved by using and reusing      In this way, the programme contributes        originally earmarked only for items             as parks, forests, cemeteries, and
                                                     streets and locations as communal          to restoring the balance in the use of        such as street cleaning and public              allotments.
                                                     meeting places and improving and           property, following a sharp increase in       transport costs in popular areas, as well       More information >

                                                     re-programming public spaces.              speculative purchases of holiday flats in     as international promotion. However,
                                                                                                recent years.                                 it generated revenue quickly enough
                                                     The aim is to make it easier for           More information >                            to invest in the restoration of buildings
                                                     neighbourhoods to launch initiatives                                                     and monuments. Between 2016 and
                                                     by making the planning and permitting      Tourism development                           2019, €33.7 million was committed to
                                                     process more accessible, better            programme – Lisbon                            development projects, of which €18.2
                                                     spreading projects across the city, and    Since 2016, Lisbon has been using its         million was supported by the fund and
                                                     encouraging projects that respond to the   tourist tax to invest in renovating the       €15.5 million by other entities.
                                                     needs and character of neighbourhoods.     city's main attractions and restoring         More information >

                                                     More information >                         buildings and public spaces to create
                                                                                                new attractions for visitors and residents.   Future Parks Accelerator
                                                     Safe rent programme – Lisbon                                                             – United Kingdom
                                                     Just as many historic European cities,     Lisbon introduced a tourist tax of €1 per     The Future Parks Accelerator, launched
                                                     Lisbon suffers from a severe shortage      visitor per night on 1 January 2016, and      in 2018, is a UK initiative to support cities
                                                     of affordable housing caused, among        later doubled it to €2 per visitor on 1       and regions in making better use of parks
                                                     other things, by the increasing success    January 2019. By October 2017, the tax        and urban green spaces, making a better
                                                     of the city as a destination for a short   had already raised €15.7 million for the      social and environmental contribution to
                                                     holiday. The 'Renda Segura' programme      capital, an average of around €1.1 million    society. The aim is for parks not only to
                                                     (Safe Rent) was introduced by the Lisbon   per month (the tax is levied by hotels and    be seen as assets to be managed, but as
                                                     Municipal Council in May 2020, shortly     holiday flats, which alone accounted for      green spaces that can improve people's
                                                     after the visible impact of COVID-19.      €4.5 million).                                physical and mental health and bring

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ACKNOWLEDGEMENTS

                                                                 This document has been
                                                                 made possible thanks to:
                                                                 Ailbhe Cunningham – Stichting Mensen Maken Amsterdam foundation        Ko Koens – Inholland
                                                                 Alexandra Gudowski – Who Is Amsterdam Tours                            Lieke Westendorp – Heineken Experience
                                                                 Angelo Bromet – Prospect11                                             Maatje Mostart – Anne Frank House
                                                                 Anna Brolsma – Amsterdam Museum                                        Marcel Schonenberg – Beurs van Berlage
                                                                 Anneke Jongerius – AM bv                                               Marian Duff – OSCAM
                                                                 Annemieke Bieringa – Street manager Damstraat, Zeedijk, Nieuwmarkt     Martin Berendse – Netherlands Public Library Association
                                                                 Anouschka Trauschke – Tours that Matter / Reinvent Tourism             Matthias Breckpot – Denktank Gemeente Amsterdam (thinktank City of Amsterdam)
                                                                 Arnold Gruppen – Amsterdam Visitor Marketing                           Marijke Schreiner – Stayokay
                                                                 Christine Govaert – Vereniging Amsterdam City association              Maurits van der Sluis – RAI Amsterdam
                                                                 Clayde Menso – Amerpodia BV                                            Michael Huijser – The National Maritime Museum
                                                                 Dick de Graaf – Passenger Terminal Amsterdam                           Miriam de Lange – Stop de Gekte
                                                                 Dieuwke Reuvers – The Butterfly Impact                                 Moheb Alecozy – Alecozy Consult
                                                                 Ebeline Dijkhuis – Schiphol Group                                      Nico Evers – Hotel Jakarta Amsterdam
                                                                 Eelko Hamer – eelko.com / Reinvent Tourism                             Nicole Schuil – Farm Lodge
                                                                 Elena Simons – Stichting Wonder / Reinvent Tourism                     Nidal Ouaali – City of Amsterdam (CTO)
                                                                 Els Iping – Vereniging Vrienden Amsterdamse Binnenstad association     Olav Ulrich – Stop de Gekte
                                                                 Emmy Stoel – Sofitel Legend The Grand Amsterdam                        Patrick Kerkhoven – WIN Hotels
                                                                 Erik Maitimo – GVB                                                     Paul Bremmer – Kroonenberg Groep B.V.
                                                                 Floor Ziegler – ZieglerGautier                                         Pauline Buurma – Street manager Rokin/kalverstraat
                                                                 Frank Houben – KLM                                                     Pieter van der Zeeuw – Hans Brinker Hostel
                                                                 Frank Thewessem – Topsport Amsterdam                                   Pim Evers – Entrepreneur in the hotel and catering industry / Koninklijke Horeca Nederland (Dutch trade
                                                                 Frans de Vries – De Vries Producties BV                                association for the hotel and catering industry)
                                                                 Fred Kramer – Vereniging Vrienden Amsterdamse Binnenstad association   Ramon de Lima – The Night Mayor Amsterdam foundation
                                                                 Gerard Veldhuijzen – Renewi Nederland                                  Randy Bloeme – DSP-groep
                                                                 Hannelore Majoor – JCDecaux                                            Remco Donger – Kapooow
                                                                 Hans Bakker – VNO-NCW                                                  Rens Hogeling – Booking.com International
                                                                 Harold Kluit – Tourism Group International B.V.                        Richard van Herk – Stromma
                                                                 Jacqueline Grandjean – Stichting De Oude Kerk foundation               Rudolf Buurma – Stichting Bezoek Amsterdam foundation
                                                                 James Veenhof – Fronteer                                               Sabine Linz – Stichting Wonder / Reinvent Tourism
                                                                 Jeroen Diepeveen – Hotel Casa Amsterdam                                Sander Groet – Adam Toren
                                                                 Johan Valster – De Hallen                                              Sarriel Taus – World of Food
                                                                 John Flierman – House of Hospitality - ROC van Amsterdam               Serghino Stekkel – Stekks Social
                                                                 John Olivieira – Consultant                                            Thijs de Groot – NBTC
                                                                 Joris Mouw – Pathe                                                     Walther Ploos van Amstel – Amsterdam University of Applied Sciences
                                                                 Jos Louwman – MacBike                                                  Willem Koster – Vereniging Amsterdam City foundation
                                                                 Karoline Wiegerink – Hotelschool The Hague                             Yasemin Oruc – Hotelschool The Hague
                                                                 Kees Noomen – Royal Coster Diamonds

     Photography Marc
                 First name
                        Roodhart
                            Surname

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