Contents

• 1 Introduction 3
• 2 Strategic Priorities for Amsterdam Tourism 3
• 3 Competitiveness 5
• 4 City Branding Strategy 7
• 5 Communication Planning 9
• 6 Stakeholder Analysis 10
• 6.1 Government 10
• 6.2 Local businesses 11
• 6.3 Residents 11
• 6.4 Tourists 11
• 6.5 Competitors 11
• 7 Conclusion 12
• 8 References 13

Description

Tourism as an industry is one of the fastest growing one, in the world. Many nations are capitalizing on their rich heritage, culture, museums and other touristic attractions to boost their economies. Netherlands and in particular, Amsterdam is one of the most sought after touristic destinations in Europe. There is however, a perception of disruptions of daily life of local population due to increasing touristic activities. There are other issues related to tourism such as concentrated touristic population only in particular areas of the city or the nation, which the government needs to address. It is recommended through this report that the government needs to aggressively promote Amsterdam tourism on social media, by giving ample of information about the less visited but almost equally attractive as the main touristic spots within the city. This would decentralize and distribute the touristic population, which will not only generate added income to the government but will also address the concerns of some quarters of local population that is adversely affected by the increased concentration of tourists in some areas of the city.