If you follow travel influencers on Instagram, you’re sure to have seen it: the iconic “I Amsterdam” letters in front of the picturesque Rijksmuseum, an Instagram-worthy shot of old versus new.

But overcrowding and congestion have driven officials to remove one of their most popular attractions, which will instead pop up around the city to highlight lesser-known areas instead.

Read also: Travelers sought out ‘secondary cities’ for 2018 in wake of overtourism

It’s a smart strategy against overtourism, and one advocated recently in the United Nations World Tourism Organization’s report on urban tourism earlier this fall. In it, experts recommended developing tourist activities outside the city center and away from popular tourist attractions. Amsterdam was one of the European cities studied for the report.

 

 

 

 

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The I amsterdam letters are on the move! They’ve been removed from Museumplein at the request of the City of Amsterdam, but you can still find them at Schiphol as well as at festivals and events across the Amsterdam Area. Photo by @seeityourselfnl . . . #iamsterdam #amsterdam #letters

A post shared by I amsterdam (@iamsterdam) on Dec 3, 2018 at 3:00am PST

Visitors can still tell both their IRL and virtual friends on Instagram that they’re holidaying in Amsterdam, by snapping a selfie at Schiphol airport where the “I Amsterdam” logo stands permanently at arrivals.

The set will continue to tour the city and make appearances at various events, festivals and celebrations.

For now until Dec. 12 the letters will be erected at the Student Hotel in Amsterdam, before moving to Westerpark near Pacific Parc restaurant.

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