I amsterdam

What I amsterdam does

I amsterdam is the official city marketing platform for the Metropool Amsterdam region, operated by Stichting amsterdam&partners, a Dutch non-profit foundation (stichting) registered in Amsterdam under Handelsregister number 56685416. The platform serves domestic and international tourists and visitors to Amsterdam, along with Amsterdam residents and local event organizers, providing trip planning information, attraction listings, event discovery, and ticket purchasing in a single destination. Its core product is the I amsterdam City Card, a tourist pass offering free or discounted access to museums, attractions, canal cruises, and tours across 70+ partner sites, available as both a physical card and a digital pass via iOS and Android mobile apps. Supporting products include the Canal Cruise Ticket, the Amsterdam & Region Travel Ticket, the Uitpas cultural discount card for residents, the weekly Uitmail newsletter, the bimonthly Uitkrant print magazine, and the Online Cultural Agenda (Uitagenda) database that feeds both digital and print publications.

The platform's underlying technology consists of a public-facing website (www.iamsterdam.com) and dedicated mobile applications for the City Card, with the mobile app incorporating real-time location data to surface nearby attractions and accessibility information for venues. The foundation operates WCAG 2.2 accessibility compliance under the Wet Digitale Overheid (WDO), with the website meeting 37 of 55 A and AA criteria and the mobile app meeting 31 of 49 applicable criteria. A physical retail presence is maintained through the I amsterdam Store at Amsterdam Centraal Station, which sells souvenirs, products from local Amsterdam makers, and attraction tickets.

Revenue is generated through six streams: City Card sales, canal cruise ticket sales, Uitpas cultural card transactions, I amsterdam Store merchandise, event registration on the Uitagenda platform, and advertising and partnership programs through amsterdam&partners. As a non-profit foundation, the organization operates in the public interest for destination marketing of the Amsterdam Metropolitan Area, with municipal mandate and subsidy alongside commercial revenue. The partnership ecosystem spans core attractions including Rijksmuseum, Stedelijk Museum, NEMO Science Museum, Museum Rembrandthuis, Stromma, LOVERS Canal Cruises, Blue Boat Company, THIS IS HOLLAND, STRAAT Museum, De Zaansche Molen, and Rijksmuseum Muiderslot, creating a bundled pass network that anchors the platform's commercial offering.

Name

I amsterdam

Legal name

Stichting amsterdam&partners

Website

https://iamsterdam.com

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

51–100 employees

Short description

I amsterdam, operated by Stichting amsterdam&partners, is the official city marketing platform for the Amsterdam Metropolitan Area, offering tourist information, attraction tickets, and the City Card pass covering 70+ museums, canal cruises, and cultural sites for visitors and residents.

Ownership category

akta.pro rank

Product category

Destination Marketing Services

NAICS

Tour Operators (561520), Scenic and Sightseeing Transportation (487)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Destination/Activity Booking Marketplaces (Tours & Tickets Aggregators) (THAKAAAH)

akta.pro secondary industries

Travel Subscription, Membership & Deal Clubs (THAKAAAL), Tourist Souvenir & Destination Gift Shops (CRALAJAA)

Keywords

• Destination marketing services
• Tourist city pass
• Visitor information portal
• Cultural ticketing platform
• Attraction ticket sales

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D

Revenue model

1. I amsterdam City Card Sales: Sale of the I amsterdam City Card, a tourist pass that provides free or discounted access to museums, attractions, canal cruises, and tours in Amsterdam and the surrounding region.
2. Canal Cruise Ticket Sales: Online sale of canal cruise tickets through the platform, offering bundled or standalone canal cruise experiences.
3. Uitpas Cultural Card: Cultural discount card program for Amsterdam residents providing reduced-price access to cultural events, theaters, and attractions.
4. I amsterdam Store Merchandise: Physical retail store at Amsterdam Centraal Station selling souvenirs, products from local Amsterdam makers, and attraction tickets.
5. Event Registration Platform: Platform for event organizers to register events in the Uitagenda (cultural agenda), with events also potentially appearing in Uitkrant magazine, I amsterdam City Guide, and Uitmail newsletter.
6. Advertising and Partnership (amsterdam&partners): Partnership programs and advertising opportunities for businesses in the Metropool Amsterdam region.

Go-to-market motion1 record

Distribution channels5 records

Marketing channels7 records

Core offering

I amsterdam sells tourist passes (the I amsterdam City Card), attraction tickets (canal cruises, Amsterdam & Region Travel Ticket), and cultural discount cards (Uitpas) to visitors and residents of Amsterdam. It also operates the I amsterdam Store, a physical retail location at Amsterdam Centraal Station selling souvenirs and local maker products. The platform additionally publishes visitor information, neighborhood guides, the Uitagenda event calendar, the Uitmail weekly newsletter, and the Uitkrant bimonthly magazine.

Product overview

I amsterdam, operated by Stichting amsterdam&partners, is the official city marketing organization for the Amsterdam Metropolitan Area. Its product portfolio centers on the I amsterdam City Card — a tourist pass offering free or discounted access to museums, attractions, canal cruises, and tours — alongside the Uitpas cultural discount card and the Uitmail newsletter. Supporting products include the Canal Cruise Ticket, Amsterdam & Region Travel Ticket, the bimonthly Uitkrant magazine, and the I amsterdam Store physical retail location at Centraal Station. The platform also maintains a digital cultural agenda (Uitagenda) that feeds both online and print publications. A mobile app for iOS and Android extends the City Card with location-based services and real-time geo-data functionality.

Differentiator

Problem solved

Functional benefit

Brands

• I amsterdam City Card: A city pass offering free or discounted entry to museums, attractions, and experiences in Amsterdam
• Uitpas
• Canal Cruise Ticket
• I amsterdam Store

Products and services

• I amsterdam City Card A tourist pass offering free or discounted access to museums, attractions, canal cruises, and tours across Amsterdam, along with public transport benefits. Available as both a physical card and a digital mobile application for iOS and Android. Designed for domestic and international tourists visiting Amsterdam.
• Canal Cruise Ticket A bundled ticket for canal cruises in Amsterdam, sold online through the I amsterdam platform and promoted as part of the city's official tourism offering. Available to tourists visiting Amsterdam.
• Amsterdam & Region Travel Ticket A travel pass covering public transport to and within Amsterdam and the surrounding region. Available to tourists and visitors through the I amsterdam platform.
• Uitpas A cultural discount card for Amsterdam residents and visitors, offering reduced prices on arts, culture, theater, and events throughout the city. Available as a digital pass on mobile.
• I amsterdam Store A physical retail store located at Amsterdam Centraal Station, selling Amsterdam-themed souvenirs, local maker products, and attraction tickets, serving as both a retail outlet and visitor information point. Open daily 9:00-19:00.

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Twelve partnerships are on record, tiered core and minor.

• Blue Boat CompanycoreGTM or Marketing PartnerBlue Boat Company is a partner in the I amsterdam City Card program, offering canal cruises that are free or discounted for City Card holders. The company operates luxury canal cruise boats departing from Stadhouderskade 501.
• LOVERS Canal CruisescoreGTM or Marketing PartnerLOVERS Canal Cruises is a partner in the I amsterdam City Card program, offering 1-hour classic canal cruises free with the City Card. Departs from Prins Hendrikkade 25 near Centraal Station.
• NEMO Science MuseumcoreGTM or Marketing PartnerNEMO Science Museum, the largest science museum in the Netherlands designed by Renzo Piano, is a City Card partner. Located adjacent to Amsterdam Centraal Station at Oosterdok 2.
• Museum RembrandthuiscoreGTM or Marketing PartnerMuseum Rembrandthuis, the historic house of Rembrandt van Rijn, is a City Card partner offering free admission. Located at Jodenbreestraat 4 in Amsterdam.
• RijksmuseumcoreGTM or Marketing PartnerThe Rijksmuseum, featuring Dutch Golden Age art including Rembrandt and Vermeer, is a City Card partner with free admission. Located at Museumplein 10 in Amsterdam.
• De Zaansche MolencoreGTM or Marketing PartnerDe Zaansche Molen heritage association owns 13 windmills and operates the Molenmuseum at Zaanse Schans. Free admission with City Card. Located at Kalverringdijk 30, Zaandam.
• StrommacoreGTM or Marketing PartnerStromma is a City Card partner offering canal cruises, bus tours, and excursions in and around Amsterdam. Operates from Keizersgracht 270.
• THIS IS HOLLANDcoreGTM or Marketing PartnerTHIS IS HOLLAND offers the Ultimate 5D Flight Experience simulating flight over Dutch landscapes. Free with City Card. Located at Overhoeksplein 51, Amsterdam Noord.
• Rijksmuseum MuiderslotcoreGTM or Marketing PartnerMuiderslot (Amsterdam Castle Muiderslot), a medieval castle founded by Floris V, is a City Card partner. Located at Herengracht 1, Muiden.
• Stedelijk MuseumcoreGTM or Marketing PartnerStedelijk Museum Amsterdam, the largest museum for modern and contemporary art in the Netherlands, is a City Card partner. Located at Museumplein 10.
• STRAAT MuseumcoreGTM or Marketing PartnerSTRAAT Museum for street art and graffiti is a City Card partner. Located at NDSM-plein 1 on the NDSM-werf in Amsterdam Noord, featuring over 180 works by 170+ artists.
• Local Amsterdam MakersminorStrategic or Co-development PartnerPartnership with local Amsterdam makers and creators whose products are sold at the I amsterdam Store. Includes Hout van je Stad, The Upcycle, Eberhardjes, Zuivere Koffie, CRE8, Papabubble, Studio Hamerhaai, Chateau Amsterdam, and Wooden Amsterdam.

Scale indicators1 record

Recent moves5 records

Expansion highlights5 records

Direct peers

• Go City: Multi-city attraction pass operator offering the New York, London, Dublin, and other city passes — competes head-on with I amsterdam City Card for the bundled city-pass tourist segment globally.
• Tourisme de Barcelona: Municipal tourism organization for Barcelona running the Barcelona Card with bundled attractions and transport — a sister DMO model with comparable city-card product, museum partnerships, and resident engagement layer.
• Visit London (London & Partners): Official DMO for London running the London Pass and Go London pass products alongside attraction content and ticketing — directly mirrors I amsterdam's combination of city marketing, content, and bundled attraction passes.
• VisitBerlin: Official destination marketing organization for Berlin, operating the Berlin Welcome Card and Berlin Pass — directly comparable to I amsterdam as a city-run DMO bundling attractions, transit, and tours into a single city card.
• Copenhagen Card (Visit Copenhagen): Official city pass product for Copenhagen offering bundled access to 80+ attractions and unlimited public transport — a direct analogue to the I amsterdam City Card in product structure and DMO affiliation.
• Paris je t'aime (Paris Convention and Visitors Bureau): Official Parisian tourism office operating the Paris Museum Pass and city information platforms — closely comparable as a municipal DMO combining editorial content, museum bundling, and ticketing.
• Vienna PASS (Wien Tourismus): Official city pass for Vienna operated through Wien Tourismus bundling 60+ attractions including the city's iconic museums and tours — functionally identical to I amsterdam's City Card + cultural agenda model.
• NYC & Company / NYC CityPASS: Official destination marketing organization for New York City and operator of the CityPASS bundled attraction card — a direct peer in the DMO + multi-attraction city-pass category.

Emerging players

• Tiqets: Amsterdam-headquartered OTA for attraction tickets, including many of the same museums and canal cruises in the City Card roster — a direct competitor for the underlying attraction-booking transactions that the City Card aggregates.

Broad incumbents

• GetYourGuide: Global online travel agency specializing in tours, attractions, and experiences — competes for the same tourist activity bookings that flow through the I amsterdam platform and Canal Cruise tickets.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UChDDu57JtPVUSQsAdgRF05w
• Facebookfacebook.com/iamsterdam
• LinkedInlinkedin.com/company/amsterdam-marketing
• Instagraminstagram.com/uitinams
• Xx.com/iamsterdam

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about I amsterdam