Europe’s Vacation Hot Spots Have a Message for Tourists: Sorry, We’re Full

May 19, 2019 - Fortune

Want to visit Amsterdam? Well, how about a trip to Harderwijk instead?

That's the message from the Netherlands Board of Tourism & Conventions (NBTC), which has taken the unusual decision to stop marketing the city of Rembrandt as a tourist destination.

The reason? Over 17.5 million sightseers visited Amsterdam in 2016 and based on current growth models, that’s expected to double by 2030. The Dutch believe they're faced with a stark choice: act now or pay the price later.

"If ...