Tourist representations of the city of Amsterdam are capitalizing on the city's glorious past, the reputation of tolerance and liberalism, the red-light district, and the gay scene. Recent efforts in city marketing undertaken by formerly contesting actors in the tourism industry have abandoned the heterogeneous image. Rather, a polished image of the city has emerged as the national landmark of the Netherlands. This strategic choice has far-reaching consequences for cultural tourism in Amsterdam. While city marketing has become more targeted and demand-oriented, cultural tourism is still product-based. However, if demand-oriented marketing is taken seriously, cultural tourism has to be approached as a process enabling tourists to experience local life. This strategy would establish clear markers of a distinct urban identity. The future of Amsterdam as a center of global tourism is depending on the redefinition of its identity in terms of local culture. (C) 1998 Elsevier Science Ltd. All rights reserved.
