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Amsterdam is taking a fresh approach to tackle “nuisance” tourism with an interactive online quiz. The “Amsterdam Rules” quiz, now available in multiple languages, confronts misconceptions about the Dutch capital, challenging potential tourists with questions about drug use and partying.
The municipality’s initiative responds to the challenges posed by post-pandemic tourism, including disruptive behaviour from visitors. Despite efforts to discourage such activities, overnight stays in Amsterdam surged by 21% last year, reaching a total of 9 million.
Sofyan Mbarki, the deputy mayor of Amsterdam, explained that the quiz is a new approach to the much-criticized dissuasion campaign. “We are doing things a bit differently,” he said,

Future tourists who Google for ‘Amsterdam coffee shop’, ‘Amsterdam red light district’ and ‘Amsterdam stag do’ will come to this quiz via Google Ads.

While the quiz has drawn attention for its unconventional approach, some experts question its effectiveness in reaching the intended audience. Maarten Bruinsma, representing B&B owners, expressed concerns about potentially deterring willing survey participants.

Vincent van Dijk, a tourism expert known for organizing the “Hotel Night” event, acknowledged the importance of clarifying rules but criticized the quiz as “sad and childish,” suggesting that enforcement of fines would be more impactful.
Rogier Havelaar, from the Christian Democratic Appeal party, highlighted the conflicting messages sent by the council, questioning the alignment of the quiz with broader branding efforts. The city’s decision to promote plans for a large brothel while simultaneously addressing nuisance tourism raised concerns about consistency in messaging.
Despite varying opinions on the quiz’s approach, Amsterdam remains committed to managing tourism responsibly. Bert Nap, a resident of the red light district, proposed offering constructive alternatives to discourage unwanted behaviour and promote respectful tourism practices.
As Amsterdam aims to preserve its cultural heritage, the “Amsterdam Rules” quiz seeks to shape a more respectful and sustainable tourism experience for all visitors.