Amsterdam has experimented over the years with a number of measures to reduce nuisance tourism, such as closing pubs at 2am and putting a ban on cannabis in public in the city centre under a ‘stay away’ campaign.
It has now chosen a different strategy, employing an online test to screen out visitors who aren’t interested in the historic city's tulips.
The quiz, on a website called ‘Amsterdam Rules’, is aimed at British tourists, and asks prospective visitors what they would want to do in Amsterdam, highlighting all the issues with their suggested itinerary.
The goal of the municipality's interactive campaign, which debuted last month and will soon to be accessible in Dutch, Italian, French, and Spanish, is to demonstrate that many of the activities that visitors mistakenly identify with Amsterdam are, in fact, illegal.
The quiz is costing at least €165,000 (£141,000) and is partially supported by the National Justice Ministry.
One of the questions the quiz poses is: “What famous Dutch products would you like to try?” before providing a selection of options, such as cocaine, tulips, molly (a colloquial term for ecstasy), and stroopwafels.
The remark "Too bad..." appears to anybody who clicks on enough options that break the rules, “Considering your preferences, Amsterdam may not offer the experiences you’re looking for.”
Some experts do note, though, that an online survey might not reach its intended population.
According to Maarten Bruinsma, president of Amsterdam Gastvrij, a group that advocates for bed and breakfast operators, "It seems that the city of Amsterdam wants to scare off potential visitors who are willing to fill out surveys."
The new quiz is a follow up to the "stay away" campaign, showcasing footage of potential mishaps on a "messy" night in Amsterdam, which had a minor awareness boost.
It had no influence on the number of visitors to the capital, according to research on its effects.
City centre chief Sofyan Mbarki told a council meeting on March 13: “We are taking a different approach this time.
“In the first campaigns, we focused on the risks. Now we are focusing on the things some tourists associate with the city, associations which we want to demolish.”
