Amsterdam, a city renowned for its rich history, vibrant culture, and picturesque attractions, has found itself contending with an unexpected and increasingly prevalent brand of tourism driven by the allure of social media. As visitors flock to the city, drawn by Instagram-worthy culinary delights, leisurely bike rides, and “window shopping” in the famed red light district, concerns among Amsterdammers have been steadily growing.
On a typical Friday afternoon, 28-year-old German tourist Lisa Wulff stands in a half-hour queue at Chun cafe, eagerly anticipating bubble tea and “toasts.” Her journey to this spot was not guided by traditional guidebooks or renowned landmarks but rather by the captivating allure of social media, especially TikTok.
“I’ve seen it on social media, and it looks good,” she enthuses. “My generation is more on Instagram, but I have a younger sister, so I saw it on TikTok.”
Lisa is among the anticipated 23 million overnight tourists expected to visit Amsterdam this year. Many of these visitors, much like Lisa, are prioritizing experiences inspired by viral social media content over classic tourist attractions.
This trend is not unique to Amsterdam; it has been observed in other popular tourist destinations like Italy and Spain. However, the phenomenon is particularly pronounced in this small, heavily visited country.
While the number of tourists appears to have rebounded to peak 2019 levels, locals have voiced concerns that many of these visitors are more interested in indulging in Instagrammable food, leisurely bike rides, and exploring the red light district, rather than immersing themselves in the city’s top hotels, museums, and galleries.
For some residents, the most troubling aspect is the emergence of social media-driven crowds in places that were once known for their serene atmosphere. Signs outside popular establishments now urge customers to “kindly respect our neighbors by not eating your fries in front of their houses.” Security personnel at various spots encourage tourists to relocate to the canal to savor their fries, especially those doused in the famous “war” sauce consisting of mayo, satay, and onions.
Fabel Friet, a beloved chip shop and social media sensation, is emblematic of this trend. While the establishment initially gained recognition through viral TikTok clips showcasing the meticulous process of hand-cutting and creatively forming their fries, co-founder Floris Feilzer now longs for culinary acclaim over social media fame.
“We are done with the TikTok label,” Feilzer asserts. “If you don’t deliver quality, it won’t amount to anything. It’s about offering exceptional products and having a genuine passion for our business and neighborhood. Many local residents come here for our chips.”
However, not all businesses share this sentiment. At Chun cafe, owners Melissa Cheung and Kelvin Chan view social media, particularly Instagram, as a powerful and inclusive promotional tool for small businesses. While they may not actively post on TikTok, they have embraced the organic buzz generated by patrons who share their experiences online.
As Amsterdam grapples with this evolving form of tourism, the city finds itself at a crossroads, navigating the delicate balance between preserving its cultural heritage and embracing the opportunities presented by the digital age
