How does it work?

How does Visitor Insight work?

Welcome! We are happy to tell you more about Visitor Insight and its functionalities.

What a user can do with the Barometer depends on the levels of access rights linked to the user profile. In other words, there are different sorts of users, thus different user rights. There are three user profiles:

  1. All
  2. Partners of Amsterdam Marketing (AM)
  3. Museums, attractions, theatres and tourist information centres

1. All

Visitor Insight is an easily accessible website that anyone can visit. However, the access to the various pages is limited. Only the following pages are accessible to everybody:

a. Current situation: a general overview of the current tourism situation in Amsterdam based on four indicators: bednights in hotels, visists in museums or attractions and the number of international incoming passengers at Amsterdam Airport Schiphol.
b. About Visitor Insight: background information about the system and a short explanation about the various functionalities of the tool.
c. News: news concerning Visitor Insight itself, such as new indicators, new functionalities, etc.

2. Partners of Amsterdam Marketing (AM)

The partners have a free access to Visitor Insight.

The partners get a login and password which makes it possible for them to access the restricted area of Visitor Insight. Should you have lost your login and password or not received it, please contact research@iamsterdam.com.

With a login, you can access the following pages:

a. Museums: You can see the aggregated number of visits of the 30 museums entering their data on a monthly basis.  These figures are presented in the form of a chart and a table. Results of individual museums are only accessible for the museums themselves.
b. Attractions: You can see the aggregated number of visits of the 13 attractions entering their data on a monthly basis.  These figures are presented in the form of a chart and a table. It is not possible to see the results of individual attractions.
c. International incoming passengers in Amsterdam Airport Schiphol: you will find the figures presented in the form of a chart and a table. Select a year to display the piece of information you are looking for.
d. Hotels: you will find the aggregated number of arrivals and bednights in the hotels located in Amsterdam since 2003. These figures are presented in the form of charts and tables and give details per nationality. Select a year to display the pieces of information you are looking for.
e. Tourist information centres:  you will find the aggregated number of visits in the various tourist information centres run by AM in Amsterdam and Schiphol Airport. The figures are presented in the form of a chart and a table. Results of individual tourist information centres are only accessible to AM staff.
f. City cards: you will find the number of I amsterdam city cards activated each month. The figures are presented in the form of a chart and a table. Select a year to display the piece of information you are looking for.
g. Seacruise Amsterdam/Ijmuiden: you will find the aggregated number of passengers on board ships in the Passenger Terminal Amsterdam on a monthly basis. This number consists of both the number of Transit calls (passengers who visit Amsterdam during their sailing route) and the number of Turnaround calls (new passengers enter the ship in Amsterdam). The figures are presented in the form of a chart and a table. 
h. International (non-) Corporate meetings: you will find the aggregated number of participant days of international corporate meetings, which is a combination of participant days at hotels and at venues & congress centres. For non-corporate meetingsthe aggregated number is a combination of participant days at hotels, universities and venues & congress centres. The figures are presented in two different modules, each with their own chart and table.
i. Website visits: you will find the number of unique visitors on the consumer website of AM www.iamsterdam.com, per month. The figures are presented in the form of a chart and a table. Select a year to display the piece of information you are looking for.
j. Theatres: you will find the aggregated number of visitors of the 10 theatres entering their data on a monthly basis. The theaters enter the following data: the number of visitors per month (These people have been registered within the theater, including rental and free tickets). Based on room size (large / medium / small) monthly visitor numbers (one number) will be entered (This number includes both tickets sold, and sponsor / free tickets. Also, visitors to a lecture for example. are included here).
These figures are presented in the form of a chart and a table. Results of individual theaters are only accessible for the theatres themselves.

It is possible to compare the results of all indicators (a-j)  thanks to the "Comparisons" module. For example, one can compare the number of hotel bednights generated by a given nationality and the number of international incoming passengers in Amsterdam Airport Schiphol.

Comparisons can also be made between the barometers of different destinations. For example, it is possible to compare the development of hotel bednights in Amsterdam, Lyon and The Hague.

h. Reports and publications: AM uses this module to share factsheets, reports and analysis making it possible to put the figures displayed on the Barometer in context. All documents are accessible free of charge and most of them can be downloaded.
i. Looking forward: In this module, one can find an overview of the busiest days in the city (congresses, special events, festivals, etc.) as well as a calendar of the holiday periods in the main international markets of Amsterdam (Germany, USA, Great-Britain, France). Those documents make it easier to make plans for the peak seasons.
 j.  Data entry module: not for AM partners
k. Log out: goes back to the Current Situation.

3. Museums, attractions, theatres and tourist information centres

In order to enter the figures concerning your museum, attraction, theatres or tourist information centre, you need to log in with the login and password you received.

Click on the data entry module. You will see the following screen:

invoermodule voorbeeld

On the left hand side, you should see the name of your organization. The months for which you need to enter data have an open field in which you should enter your figure. Enter the data and then click on the save button. In the text box, you can make comments helping to understand your data, for example a change in the opening hours or a special exhibition.

After you have entered your figures in the system, they remain hidden until Amsterdam Marketing publishes them at the end of the month.

Every first week of the month you will receive a reminder with a link to Visitor Insight so that you can enter your data. You have three weeks to do so and modify your figure if needed. After this period, the figures are published and cannot be changed unless you contact Amsterdam Marketing to explain the situation.

On top of the access rights granted to all partners from Amsterdam Marketing, museums, theatres and tourist information centres can see the individual results of all other participants (in their own module). Attractions cannot see the individual results of other attractions.