The measure was an act at the request of environmentalists who considered the monument a symbol of mass tourism.

You may never have gone to amsterdam, but you have certainly seen pictures of one of the main sights of the Dutch capital, a monument with huge red and white letters that made up the city’s slogan “I Amsterdam” (a joke meaning “I am Amsterdam”).

The place attracted a large number of tourists who were vying for a little place to photograph next to the letters. Precisely for this reason, the Amsterdam City Hall removed the famous symbol this Monday, December 3, from the Museum Square. 

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according to amsterdam city council, the measure was an act at the request of environmentalists who considered the sign a symbol of mass tourism and an “exaggerated individualism”. Despite some criticism, the majority of Council members voted to remove the symbol from the Dutch capital. The phrase, however, will remain as the city's slogan.

Photo: Matt Rubens / Flickr

The letters will undergo a restoration and, later, must return in other parts of the city. For travelers who still dream of the famous photo, there is still a similar but smaller monument that can be found in the Schiphol International Airport, southwest of amsterdam.

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