A few years ago, there was a bit of a backlash against all the tourists treating the city as a theme park, so the city is trying to make it a bit less tourist-focused.

At the same time, they're trying to share the tourism with the rest of the country by naming everything Amsterdam. Zandvoort is now "Amsterdam Beach", and I believe even Friesland has been called "Amsterdam Lake District" now, despite being on the other side of the country.