No 'nuisance tourists'
Currently targeting British men, aged 18 to 34 who are considering a trip to the Dutch capital, the campaign is to be rolled out to target groups in other countries over the next few months.
In 2019, around 20 million international tourists visited the Dutch capital, with 70% coming from neighboring countries Germany, and Belgium, as well as the UK.
That same year, Amsterdam successfully targeted British male tourists with a campaign discouraging anti-social behavior.
Titled "Enjoy & Respect," it warned both British and Dutch tourists that they risked €140 ($170) fines if they were caught urinating in public, disturbing the peace in the center or littering.
When surveyed, 45% of British respondents said the campaign had made them more aware of the impact of disruptive behavior.
Anyone who has visited Amsterdam in recent years, will understand why. Some of the worst excesses of tourist behavior are often heralded by loud voices speaking in British accents belonging to outlandishly attired bachelor or "stag" parties.
Local councilor Rob Hefland summed the situation up bluntly in an interview with the DutchNews website.
"If it is your intention to see the most beautiful city in the world this summer, come to Amsterdam," said Hefland. "If your intention is to booze and misbehave, dressed like a penis, look elsewhere!"
The latest campaign is part of the city council's mission to present Amsterdam in a new light, leaving behind its notorious reputation as a party destination where anything goes.
"Amsterdam does not want to be known as the city of coffee shops and the Red Light District. It is fairly tacky and has negative connotations," says Ko Koens, professor of new urban tourism at the University of Applied Sciences in Rotterdam.
But Koens is skeptical about the council's approach to attracting "a certain type of tourist."
"The Amsterdam brand is built on 600 years of tolerance and openness," he says. "How do you create an image for yourself where you are open and tolerant, but at the same time send the message 'dear visitor grow up'?"