Femke Halsema travel tips

Amsterdam has desperately been trying to shake off its ‘party capital’ image - with limited success.

Amsterdam city officials are trying to push tourists away from the city center’s Red Light District.

Amsterdam’s “Stay Away“ campaign hasn’t discouraged reckless tourists, according to a letter on Tuesday from the Mayor to the city council.

Amsterdam has dominated cannabis tourism for 40 years, but now it’s stepping back from this multibillion-dollar industry, creating opportunities for emerging marijuana destinations in Asia, Africa, and the Americas. New rules in the Dutch city’s central tourist area limit alcohol sales, require bars to close earlier, and impose a €100 ($107) fine for public marijuana smoking.

Amsterdam is trying to drive away party tourists in order to preserve resident quality of life and attract more mindful visitors. The city aims to reduce the appeal of the De Wallen, which is internationally called as the Red Light District, a major tourist attraction known for brothels, drinking, cannabis coffeeshops and other recreational activities.

A ban on smoking marijuana on the streets of Amsterdam’s red light district went into effect on Thursday, part of a push by the city’s first female mayor to clean up the area.