Amsterdam no longer spends on marketing, and the city is not alone

The era of aggressive global tourism promotion is facing an unprecedented reversal as major hubs, led by Amsterdam, pivot from attraction to active mitigation. Faced with the compounding pressures of environmental degradation and the displacement of local communities, municipal authorities are slashing marketing budgets in a bid to restore the balance between economic gain and civic liveability.

This strategic shift signals a broader international trend where destinations are no longer prioritising raw visitor numbers over the long-term health of their infrastructure. From the canals of Europe to the coastal fringes of the Pacific, the focus has shifted toward ‘de-marketing’—a deliberate attempt to discourage excessive foot traffic and promote high-value, low-impact visitation.

“The transition from selling a destination to managing a crisis marks the end of the ‘growth at all costs’ era in global travel.”

As cities implement everything from entry fees to strict bans on short-term rentals, the message to global travellers is clear: the welcome mat remains, but the rules of engagement have fundamentally changed. For Australians planning their next overseas jaunt, this signifies a future of higher costs and more regulated access to the world’s most iconic landmarks.