Artists, performers and philosophers create a free republic for tourism in the middle of  Amsterdam. Everyone is welcome here - and everyone is a tourist. But what does it mean to be a tourist? 


Tourist Land is a 10-day art exposition that aims to stimulate a diverse and broad reflection on tourism. The event is located inside of a newly renovated building called Vrij Paleis (Paleisstraat 107, right behind Dam Square), in which 15 young and established artists and designers create an interactive and changeable route full of landmarks, attractions, mysterious monuments, symbols and souvenirs. 

As a visitor, you may end up in an igloo, view the camera content of tourists on Tourist TV or walk through real Amsterdam houses in a VR experience.

Throughout Tourist Land, you can experience spontaneous or planned perfomances, have some street food in Downtown Tourist Land, or buy specially made souvenirs in de Tourist Shop. Occasionally you hear the Tourist Land anthem. 


3 evenings (16, 20 and 22 November, see the program) are filled with conversation and discussion led by philosophers and artists. Together with the audience, they talk about new or different ways in which we can look at tourism and tourists. 

We invite and challenge you to think for yourself. Before you know it, you are considering your own inevitable tourist nature. Before you know it you are inextricably a part of Tourist Land. 


Artistic incentive

To give a stage to multiple young and established artists and offer them the opportunity to create new work in the context of a group exhibition with a socially relevant theme.


To bring together the often separate worlds of locals and tourists, artists and experts, in a playful way and focused on an urgent and broad theme.


To stimulate both foreign tourists and locals to take on an active attitude in the discussion on tourism. Artists and philosophers  invite interaction and encourage  imagination.


To generate ideas and insights about the future of tourism, through interactive and reflective conversation. We will assemble and share those insights after the event.