Background

About Visitor Insight

Visitor Insight gives an overview of the current development of tourism in a city or a region. It is based on four indicators: the bednights registered in hotels, the incoming foreign passengers at Amsterdam Schiphol Airport, the number of visits in museums and attractions in Amsterdam.

Besides, a few additional indicators have been created. They follow the number of visits in theatres in Amsterdam, the number of visits in the tourist information centres run by Amsterdam Marketing, the number of I amsterdam cards activated each month, the number of unique visitors on the consumer website of Amsterdam Marketing www.iamsterdam.com, and the number of participant days in corporate and non corporate international meetings. 

For whom is Visitor Insight made?
For everyone needing to know what the latest tourism trends are in order to make well-informed decisions and develop relevant strategies. For decision-makers within the tourism sector, working for private or public organizations and willing to stay informed about the current tourism situation in Amsterdam.

For the partners of Amsterdam Marketing, who have a free access to the extended version of this website.

Methodology
The hotel statistics are based on the figures provided by the 410 hotels located in Amsterdam and collected and processed by the National Statistical Office (CBS).

The visits to the tourist information centres and the number of I amsterdam cards activated are compiled and enterred in the system by Amsterdam Marketing staff. The total number of unique visitors on the website is analysed via Googleanalytics.

The number of visits in museums, attractions and theatres is based on figures provided by the 35 museums, 13 attractions  and 10 theatres enterring their data on a monthly basis.

The following museums, attractions and theatres participate to Visitor Insight.

Participating museums
Allard Pierson Museum
Amsterdams Museum
Anne Frank Huis
Artis
Bijbels Museum
De Burcht/Vakbondsmuseum
De Hortus
Eye Film Instituut Nederland (voorheen Filmmuseum)
FOAM
Hermitage Amsterdam
Huis Marseille
Joods Historisch Museum
Koninklijk Paleis Amsterdam
Museum Het Rembrandthuis
Museum Het Schip
Museum Ons' Lieve Heer op Solder
Museum van Loon
Museum Willet Holthuysen
Nederlands Instituut voor Mediakunst
Nederlands Uitvaart Museum Tot Zover (New in 2016)
NEMO
de Nieuwe Kerk
de Oude Kerk
Persmuseum
Rijksmuseum
Scheepvaartmuseum
Stadsarchief Amsterdam
Stedelijk Museum
Arcam
De Appel arts centre
Tassenmuseum Hendrikje
Theatermuseum
Tropenmuseum
Van Gogh Museum
Verzetsmuseum
VU Hortus Botanicus
Woonbootmuseum

Participating attractions
ArenA Stadium Tours
Artis
Canal Tours Amsterdam (Strömma)
Coster Diamonds
De Hortus
Gassan Group (Gassan Diamonds / Gassan Dam Square)
Heineken Experience
Holland Casino
Koninklijk Paleis Amsterdam
Museum Het Grachtenhuis
NEMO
VU Hortus Botanicus

Participating theatres
Bimhuis
Brakke Grond
Compagnietheater
De Kleine Komedie
Het Concertgebouw
Melkweg
Muziekgebouw aan 't IJ
Podium Mozaiek
Stadsschouwburg Amsterdam
Theater Bellevue
Theater de Meervaart