Utrecht on top, Amsterdam falls to 4th on list of Dutch adults' favorite Dutch cities

Dutch adults voted Utrecht as their favorite city in the Netherlands, according to a new analysis published on Monday by the Hendrik Beerda Brand Consultancy firm. Amsterdam fell from first place in 2019, before the coronavirus pandemic, down to fourth place this year. The capital was still the favorite city of adolescents and teenagers, according to the consultancy firm's Cities & Regions Brand Research report for this year.

Utrecht moved up from second on the adults' ranking, Rotterdam improved one spot to second, and Maastricht also went up a position to third place. The city of Nijmegen moved up from ninth place in 2019 to round out the top five this year. "Utrecht is also perceived as much friendlier and more attractive and is therefore at the top of the wish list for a day out," the consultancy firm stated.

"Although Amsterdam's shopping and catering offering is still considered to be the best in the Netherlands, people consider the prices too high," said the consultancy firm's namesake, Hendrik Beerda, a brand advisor. "The atmosphere in Utrecht is perceived as much more pleasant and adult Dutch people also have much more sympathy for Rotterdam and Maastricht. Rotterdam attracts people because of its continuous innovation. Maastricht is the favorite holiday city thanks to its hospitality and the high quality of the stay."

The capital is still tops with people aged 12 to 18, according to the survey. Amsterdam ranks first with the younger group, followed by Rotterdam, Utrecht, Maastricht and The Hague.

"Amsterdam still retains its magical status as a city where it all happens, but the city is also losing its luster among this target group," the consultancy firm said. The other four cities on the list "are becoming increasingly" competitive with the capital.

"The Maastricht hospitality industry scores almost as well among young people as the Amsterdam one, and in the Limburg city, young people also find the atmosphere much nicer. For a day of shopping, Utrecht is the top city. Rotterdam is the number two city for young people thanks to the mix of hospitality, shops, architecture and Diergaarde Blijdorp," the firm said about the popular zoo.

During the pandemic, Amsterdam fell from its top position among adults in 2019 down to third place due to what Beerda called "an identity crisis" in the capital. "The city that was always seen as the nicest, most exciting city in the Netherlands was suddenly completely out of favor. The city was a no-go area because of all the shopping and catering closures."

It rose back to first in 2022, followed by Maastricht, Rottedam, Utrecht and Den Bosch. The Hague ranked sixth, ahead of Groningen, Haarlem and Nijmegen. Amersfoort rounded out the top ten that year.

Favorite Dutch cities among Dutch adults in 2024

Favorite Dutch cities among Dutch 12-18 year olds in 2024