Compared to a year ago, more Amsterdammers are familiar with and positive about Amsterdam 750. The increase is most notable among young people and those with lower levels of education. This was revealed in research conducted by Mediatest on the awareness of Amsterdam 750 and the involvement of Amsterdammers in the jubilee year. The study was carried out at the end of 2024 on behalf of the Amsterdam 750 program office of the City of Amsterdam and builds on research from 2023.
An increasing number of residents view the jubilee positively: in 2023, 75% were enthusiastic, and this year that number has risen to 82%. People particularly appreciate the festive atmosphere (92%), affordability (91%), accessibility for all (87%), ease of travel (87%), and free activities (85%). Approximately one-third of Amsterdammers find the annual program highly appealing, with young people being more enthusiastic than other groups.
The research reveals that 80% of Amsterdammers are now aware of the Amsterdam 750 celebrations, up from 72% in 2023. Awareness has increased most significantly among young people (from 58% to 72%) and residents with lower levels of education (from 57% to 75%).
According to the study, one in five Amsterdammers has participated in activities related to the jubilee year. Neighborhood activities and the Opening Concert were the most frequently mentioned. The Opening Concert at the Ziggo Dome, which was also broadcast live on TV, received an average score of 7 from respondents.
Looking ahead, residents are particularly excited about major events such as SAIL and the Op de Ring festival. One-third of Amsterdammers say they definitely plan to attend the Op de Ring festival, while another four in ten are considering it.
The Amsterdam 750 campaign, featuring the jubilee ribbon, advertisements, and posters, is recognized by half of Amsterdammers. Young people, highly educated residents, and those living in Centrum and West are the most likely to notice the campaign.
The research consisted of an online survey (912 participants) and street interviews conducted at various locations in the city (100 participants), with a total of 1,012 respondents. To ensure an accurate representation, the results were adjusted based on gender, age, and educational level.
