AMS:
Amsterdam’s ‘Stay Away’ Campaign:
Tough Love or Tourism Backfire?

Amsterdam’s ‘Stay Away’ Campaign: Tough Love or Tourism Backfire?

The video opens with a shaky camera, flashing strobe lights, and a British tourist vomiting into a canal. "This is the call of the wild… or at least, the call of Amsterdam’s pub crawls," narrates a deadpan Dutch voiceover. Cut to a hungover man handcuffed to a police station bench. "Congratulations—you’ve won a free souvenir: a criminal record."

This is Amsterdam’s unprecedented "Stay Away" campaign, launched in April 2024, and it’s rewriting the rules of destination marketing. Forget "I Amsterdam"—the new slogan might as well be "Don’t Come Here."

The Strategy: Shock Therapy for Nuisance Tourists

City officials aren’t mincing words. Their target? Young male travelers planning booze-fueled stag parties. The weapon? A brutal honesty campaign across Instagram, TikTok, and airport ads showing:

  • €140 fines for public urination (with a cheeky "Pee Here to Pay Here" arrow pointing to police)
  • Side-by-side photos of charming canals vs. the same spots littered with beer cans at 3 AM
  • A real-life "ban list" of tourists arrested for antisocial behavior

"Some destinations use influencers. We’re using disinfluencers," jokes Femke Bosch, the city’s head of tourism management. She shows me internal data: searches for "Amsterdam bachelor party" dropped 22% after the campaign’s launch.

The Backlash: Accusations of Hypocrisy

Critics argue the city is biting the hand that feeds it. Bars in the Red Light District report 30% fewer customers, while hostels complain of confused backpackers canceling bookings.

"I thought I wasn’t wanted," admits Sophie Müller, a 28-year-old art teacher from Berlin who nearly scrapped her trip. "Then I arrived and realized—they just don’t want the guys peeing on bridges."

The Surprising Winners

Ironically, the campaign is attracting an unexpected demographic: older, wealthier travelers. Luxury hotels report spikes in bookings from Americans and Japanese tourists who appreciate the promise of a "cleaner, quieter Amsterdam."

As for the rowdy crowds? Some have simply migrated to Rotterdam or Prague, where authorities are now scrambling to copy Amsterdam’s tactics.

The Big Question: Does Shaming Work?

Early police data suggests yes—public intoxication arrests are down 18%. But local resident Ahmed el-Baz remains skeptical: "They’ll just come back when the ads stop. Real change means banning Airbnb and closing those terrible souvenir shops selling penis-shaped stroopwafels."

One thing’s certain: Amsterdam has drawn a line in the sand—or rather, in the canal water.