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Amsterdam has spent the past several years rolling out some of the most forceful anti-overtourism measures of any European capital. The city has restricted large cruise ships from docking at its central Passenger Terminal, repeatedly raised its tourist tax to among the highest levels in Europe, and launched public campaigns actively discouraging disruptive visitor behaviour. For travel professionals selling Amsterdam as a destination, these are not cosmetic changes. They signal a structural shift in what kind of tourism the city is willing to accommodate.