Amsterdam’s approach to tourism lacks creative thinking

Rob van Ginneken responds to Amsterdam hotel owners fear an exodus of tourists due to the extreme tax burden | BNR Nieuwsradio

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Amsterdam hoteliers fear that guests will stay away now that the tax burden on an overnight stay in our capital is heading towards 41 per cent due to the rise in VAT on accommodation and a higher local tourist tax. Instead of arguing about rates, those involved would do better to ask a different question: what exactly is the problem here? A creative approach helps in finding solutions.

The parking problem is not one of space but of time

Creativity guru Edward De Bono aptly illustrates the importance of defining a problem properly in his book *De Bono’s Thinking Course*. In a city, many commuters park in and around the city centre, meaning residents cannot find a space to park when they go shopping. If you define this as a space problem, the only solutions left are to build more car parks or introduce paid parking. De Bono reframes the problem: it is not a space issue, but a matter of time. Allow people to park for free in certain spots near the city centre, but only if they leave their headlights on. Commuters will be put off parking their cars in those very spots. This way, as many people as possible can make use of the scarce parking space.

Amsterdam skips a step in the tourism debate

The City of Amsterdam appears to have overlooked this line of reasoning. According to research cited in *Het Parool*, the problem of overtourism consists “primarily [of] crowds and nuisance, followed by litter on the streets, rude behaviour and noise pollution.” The interpretation of this as “too many hotel stays” is debatable. After all, whose rubbish is it, and who is behaving rudely and making a noise? If overtourism is defined in this way, a higher tourist tax will soon be on the cards. Koninklijke Horeca Nederland now wants to set national limits on this.

The local council is too quick to impose restrictions to manage crowds

The *Het Parool* article lists a series of measures already taken by Amsterdam. These are nothing but restrictions and bans. With a little more creativity, Amsterdam is sure to come up with other possible solutions.

De Bono might say: “How can we ensure that all those people who are so keen to visit our beautiful Amsterdam actually add something to the city?” Amsterdam is currently taxing the bed. The problem isn’t the bed; the problem is a lack of creative thinking.

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Sources:
Parool article: David Hielkema (2026). 82 per cent of Amsterdammers still consider tourism to be a problem (and these are their biggest pet peeves).
Edward De Bono. De Bono’s Thinking Course. London: British Broadcasting Corporation, 1982, p. 123. ISBN 0-563-16500-6.