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AMSTERDAM
HOW TO MANAGE SUCCESS
NICO MULDER
nicomulder
nicomulder
How to manage success?
	 Rencontres Etourisme 2019 | Nico Mulder
About me
§  Masters in Psychology & Marketing
§  2006: began career at an advertising agency
§  2009: marketing manager Amsterdam Cultural Board
§  2012: marketing manager Amsterdam Marketing
§  2016: city marketing strategist & consultant
Video I amsterdam
Once upon a time…
Back in 2002…
§  Increase European competition
§  Bad reputation: sex, drugs & rock’n roll
§  >10 (city) brands, logo’s & marketing boards
§  Fewer businesses headquartering the city,
decrease of visitors, citizens moving out of town
2004-2009: the build up
§  Shape stronger holistic proposition & story
§  Investments in infrastructure, arts & culture
§  Accommodations: more diverse, quality, dispersal
§  1 city brand for citizens, visitors & businesses
How to organise this?
2010-2015: (towards) one marketing power house
Tourism	 Conven=ons	 Culture	 Branding	
Business		
		
Economic	
Board	
amsterdam	marke*ng
Mission statement
•  We contribute to a liveable, attractive and
prosperous Amsterdam Area
•  By building the reputation and guiding
inhabitants, visitors and businesses, in co-
creation with our 1,100 partners
•  Where economic development is not at the
expense of the quality of life.
Target groups
Soul
of the
City
Inhabitants
Amsterdammers, knowlegde
workers, newcomers
Companies & Talent
Corporates, startups,
Social entrepreneurs,
Real estate investors,
talent, MICE
Visitors
Domestic and international,
first time and repeat
Our DNA
Core values
§  Innovation
§  Creativity
§  Spirit of commerce
Amsterdam
on the map
(again)
17
Overnight stays Amsterdam – Area - Netherlands
Results 2015
€130 million
city tax 2019 (expected)
€237
expenditure per day (business)
€148
expenditure per day (leisure)
€144,50
average hotel price p/n
85%
occupancy rate
19 million
visitors
17 million
hotel overnights
+6.2%
overnight stays
Jan - Oct 2018
2007-2017:
59% increase
of hotel capacity11,000
new inhabitants p/y
650
hotels
with
46,752 hotelrooms (area)
Amsterdam now:
in numbers
2015-now: this is what success can look like (too)
Current activities
Citizens
de culturele chatbot
Citizens | 24H
Businesses & conventions
Business: UK campaign
Build reputation
Guide visitors smarter
Prevent nuisance
The Amsterdam focus
1.  Higher quality, more diversity, less nuisance
2.  More and better public spaces
3.  New rules, (tourist) taxes
4.  Stimulate sustainable tourism (transport & services)
5.  Smarter and more even distribution of visitors
Private holiday rentals
§  Main house
§  Maximum of 30 days
§  Maximum of 4 persons
§  Pre-notification requirement
§  Permission by home owner association
§  City tax
Ban on new tourist shops
Visitors
32	
AreaAmsterdam
From orientation to visit
In 2018 more than 25% of all
international visitors also visited
the Amsterdam Area
(In 2011 it was 18%)
Boosting visitor convenience (& gathering data)
35
72H
€87
96H
€98
24H
€54
48H
€78
Our quality visitor?
Customer journey
Learnings
Learnings
§  Look at it from a holistic perspective
§  Quantity vs. quality
§  Use & apply thick data
§  You can not do it alone: cooperate
… a liveable, loveable &
prosperous city
… a liveable, loveable &
prosperous city, for all
Merci beaucoup!
	
	 Nico Mulder | nicomulder@gmail.com | +31-6-34021350

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