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What is I amsterdam? (Soon to be history, it seems) | DutchAmsterdam.com
'I amsterdam' is Amsterdam's hugely popular marketing slogan. The set of giant letters -- located at the back of the Rijksmuseum, and a stone's throw from the Van Gogh museum -- is among the most photographed of Amsterdam's icons. And soon both the letters and the marketing campaign will be history -- victims of their own success, as Amsterdam now suffers under an onslaught of over-tourism. 'I amsterdam', Amsterdam's hugely popular marketing slogan, will soon be a victim of overtourism. The city council wants to get rid of the slogan and the letters.