Is discouraging British party tourists effective?
Tourism strategist Isabel Mosk was a live guest on the international news channel Al Jazeera, where she shared her views on Amsterdam’s much-discussed “Stay Away” campaign. The campaign aims to discourage young British men from visiting the city for drugs and nightlife, but according to Isabel, this approach is counterproductive.
During the interview, she highlighted five key points:
- The campaign does not fit with Amsterdam’s image as a city of freedom, tolerance and equality.
- The target group mainly sees positive videos of their peers partying in Amsterdam on social media, which neutralises the campaign message.
- Such campaigns can actually be counterproductive: ‘There’s no such thing as bad publicity.’
- The underlying problem of overtourism, especially in the Red Light District, remains and requires structural measures and courageous choices.
- Perhaps we should also take a look at the behaviour of Dutch men on city trips to Spain or Belgium. Education works both ways.
Watch the clip: Amsterdam’s “Stay Away” Campaign – Al Jazeera
Publication date: 7 April 2023