For years, Amsterdam has been a magnet for wild weekenders — the kind of tourists drawn in by the city’s infamous red-light district and relaxed cannabis laws.
But the party capital has reached its limit. Overcrowding, noise, and nuisance behaviour pushed officials to launch a bold campaign discouraging certain visitors from coming at all.
Now, as Amsterdam takes a breather, another beautiful Dutch city is quietly stepping into the spotlight — Utrecht — and it’s ready to welcome travellers looking for a calmer, more authentic experience.
Amsterdam’s “Stay Away” Campaign Changes the Game
Back in 2023, Amsterdam introduced its “Stay Away” campaign — a digital push aimed squarely at deterring rowdy tourists, particularly men aged 18 to 35 from the UK, who were known for visiting to “go wild.”
The message was simple: Amsterdam didn’t want visitors coming just for drug and alcohol-fuelled parties.
The campaign worked. British arrivals dropped by 22 percent compared to pre-pandemic levels, and locals reportedly felt a huge sense of relief.
Streets that were once crowded with stag parties and late-night revelers became calmer, giving residents a much-needed break from the chaos.
Utrecht Steps Forward as a Peaceful Alternative
Enter Utrecht — a smaller, charming city located right in the heart of the Netherlands, just a quick train ride from Amsterdam.
With its picturesque canals, cobblestone streets, and an easy-going atmosphere, Utrecht offers the same Dutch magic without the intensity.
The city is perfect for strolling, cycling, and café hopping. Its narrow lanes are filled with independent shops, inviting boutiques, and cozy eateries that make you feel like a local rather than a tourist.
And towering over it all is the Dom Tower, a stunning 368-foot landmark that was once part of Utrecht’s cathedral.
For those willing to climb its 465 steps, the reward is a panoramic view that captures the city’s beauty in every direction.
A Hidden Gem on the Global Travel Map
Utrecht’s growing popularity hasn’t gone unnoticed. The city recently earned a spot on Lonely Planet’s list of “The 25 Best Destinations for 2026.”
The travel guide praised it as “a brilliant destination for a weekend break” thanks to its “compact medieval centre” and fascinating canal system — one that’s unlike any other in the world.
The canals here are over 700 years old, built on two levels with doorways leading directly onto the water.
These lower walkways were once lined with vaulted cellars used by medieval merchants for storage, and today, they’re home to charming cafés, galleries, and restaurants that bring the city’s history to life.
Art, Shopping, and a Bunny Named Miffy
Beyond its canals, Utrecht’s creative energy shines. It’s home to the Rietveld-Schroder House, a UNESCO-listed modernist masterpiece, and boasts a thriving arts scene that blends the old with the new.
Shopping in Utrecht is equally delightful — Lonely Planet even highlighted its “independent shopping scene” as one of the city’s best features.
From artisan craft shops to cozy bookshops and quirky boutiques, there’s no shortage of treasures for visitors to take home.
And for something uniquely local, keep an eye out for Miffy, the beloved children’s book bunny whose pointy-eared silhouette has become a cherished symbol of the city.
You’ll find her influence all around — in art installations, museums, and even small details hidden along Utrecht’s streets.
What’s Next for Dutch Tourism?
As Amsterdam draws boundaries around party tourism, cities like Utrecht are ready to redefine what Dutch travel looks like — one that values culture, community, and calm exploration over chaos.
So, for travellers seeking that classic canal-side charm without the crowds or the chaos, Utrecht might just be the Netherlands’ best-kept secret — a place where you can experience the country’s beauty at its most peaceful and authentic.