Presentation: Analyzing Sustainable Tourism in Amsterdam, Netherlands

This presentation provides a detailed overview of sustainable tourism in Amsterdam. It begins with the historical background of Amsterdam and its evolution into a prosperous nation. The presentation then delves into destination analysis using Butler's Theory, followed by an analysis of Amsterdam's market position using the Ansoff matrix. An internal analysis using SWOT is conducted, highlighting strengths and weaknesses, along with identified opportunities and threats. Marketing strategies are discussed, and the presentation emphasizes the importance of sustainability, including the application of the triple bottom line framework. Stakeholder analysis and relevant policies are also examined, with recommendations for ensuring a proper legacy and promoting sustainable tourism practices. The presentation concludes with recommendations for government collaboration, ethical principles, and capacity building to enhance sustainable tourism in Amsterdam. References from books and journals are provided to support the analysis.

Presentation about
Sustainable
Tourism in
Amsterdam

Overview
The presentation will cover the following:
 Background on Amsterdam
 Destination Analysis
 Analysis on market position
 Internal Analysis using SWOT
 Marketing
 Sustainability
 Policies
 Legacy

Background of Amsterdam
Past
Around Thirteen century
Amsterdam was founded as
Fishing village as it is a
developed around a dam within
Amstel river at the 12 century's
end. It names I.e
Amstelledamme, occurs first
time within toll concession of
Floris V, Count of Holland, on
27 October.
Future
It has landed skift’s future
cities in which there will
be total of 150,00 people
migrate till 2040. So, a
new vision is prepared for
Amsterdam city master
plan.
Present
Similar to the rest of the World the
Netherlands within 2009 also suffered
recession but it recovered soon. At
present Netherlands becomes one of
the prosperous nation. As Flower
growing is considered as still vital
industry. Within 2020

Importance of sustainable tourism
Sustainability is associated
with balanced environment as it
considers as a process of
developments that able to satisfies
the requirements of the present,
without affecting the ability of the
future generation on order to full
fill the needs. It is not helpful for
travellers but also local
communities.

Destination analysis

Destination Analysis - Butlers Theory

Euphoria
Apathy
Irritaion
Antagonism
Amsterdam

Analysis of market position
Ansoff matrix
 Ansoff matrix provides a matrix that focus on
company's present as well as potential products
and consumers (Stumpf, Sandstrom and Swanger,
2016. ). It is utilised within the strategy stage
regarding marketing process as it can be utilized to
recognize the overarching strategy utilised through
business as well as informs factors must be used
within the marketing activity. Sometimes in order
to reach different marketplace firms will achieves
two strategies.

Market Penetration-
The Amsterdam seeks to accomplish growth
with products that are existing within the
current market that's goals is to enlarge the
market share. It can attract visitors by
promoting and attracting them.
Market development
Amsterdam seeks to grow through
targeting its existing goods or products
to the marketplace. They can develop
new sustainable tourism attractions in
other cities as well.
Product Development-
Amsterdam needs to develops its new products
targeted to the marketplace ( existing). They can
develop new sustainable tourism attractions in
city
Diversification
The Amsterdam grows through diversifying
within new businesses through developing new
products for the new market segments. It can
diversify sustainable tourism practices in
overall country.

BCG matrix

SWOT
Strength
Weaknesses
for several travellers, visitors alike and local residents.
Strength Weaknesses
Liberal- it has freedom of expression, traditional
tolerance as well as it has residents throughout the
centuries.
Recognition
Limited Size
The Amsterdam is comparatively small in size as
from other European cities
Under Construction
Opportunities Threat
Whisper Boating
It is called as the Venice of North , also turning as
eco friendly. There are various electric boats can be
hired in order to explore the city.
Old and New together
Modesty Please
The aim of the city council is to portray Amsterdam
as a metropolis like Paris and London. Forensic
Prospects