What can we learn from the latest Amsterdam Visitors Survey?

Every four years, Amsterdam Tourism & Convention Board (ATCB) organises a large-scale visitors survey to identify key trends and developments and to fine-tune marketing strategies. What can we learn from it?

About the Amsterdam Visitors Survey

The Amsterdam Visitors Survey 2011 took place between January and December 2011. During this period, a total of 6,691 city visitors above the age of 15 were interviewed. With an additional 3,508 interviews of visitors to the Amsterdam region that took place between March and October 2011, the survey is based on a total of 10,199 respondents.

Of the 6,691 city interviewees, around 5,192 stayed overnight in Amsterdam, while 1,499 were same-day visitors. Interviews took place at 40 different locations, usually close to accommodation, shopping streets, attractions, museums, transfer spots (city ferry terminals, train stations) and convention/trade show facilities.

Main conclusions

Amsterdam attracts an increasingly diverse and complex group of visitors. Independent of their age, nationality and reason for visiting, most visitors to Amsterdam come from large urban areas and have strong purchasing power. The average number of activities per visitor is higher than ever, as is the amount they spend. Amsterdam’s visitor economy generates 5.7 billion euros a year and over 50,400 full-time jobs.

The general satisfaction levels of visitors remain as high as in the past, and the destination’s most appreciated aspects – architecture, atmosphere and people – are only gaining in strength. Culture is becoming an increasingly important part of a visitor’s experience of the city. Safety and parking have also seen positive developments. On the negative side, ‘high prices’ and ‘value for money’ are being named as negative aspects by an increasing number of visitors.

As a tourist destination, Amsterdam is being supported by the growing importance of its surrounding region. The Amsterdam region not only offers increased hotel capabilities, but also has its own stand-alone attractions. Almost a quarter of all tourists who pay a visit to Amsterdam also visit the broader Amsterdam region.

Beautiful data

Being fully aware of the strategic value of the data collected by the Amsterdam Visitors Survey, ATCB carefully crafted a report packed with infographics presenting the information in an attractive and efficient manner so as to make its use as widespread as possible. The report, together with a sister report focusing on Amsterdam as a conference destination, was presented to local tourism industry representatives and politicians on 5th July in the renowned Amsterdam Concert Hall (Concertgebouw). Just as for the report, the aesthetic dimension of the presentation was key to making data accessible to the audience. With an attendance of around 400 participants and extremely positive feedback, the event was a success and highlighted the interest that exists for good data.

The Amsterdam Visitors Profile report can be found in ebook format on ATCB’s corporate website as well as on the Amsterdam Tourism Barometer. The report is free of charge and available in Dutch and in English.

For more information on this project, please contact:

Olivier Ponti
Manager Research & Development
Amsterdam Tourism & Convention Board
o.ponti@atcb.nl