Zaanse Schans' Euro 17.50 Entry Fee: A Bold Lesson in How Small Destinations Can Survive Big Tourism

Zaanse Schans, Netherlands - In the heart of North Holland, a quaint Dutch village famous for its storybook windmills and emerald-green houses made global headlines when it announced plans to charge visitors an entry fee.

The reason?

Too much of a good thing, tourism.

For years, Zaanse Schans, just 20 minutes from Amsterdam, has been a symbol of Dutch charm and a victim of its own success. With over 2.6 million annual visitors crowding a village of barely 100 residents, the community found itself overrun by selfie sticks, coaches, and chaos.

Now, the small town's controversial €17.50 visitor fee, first proposed in 2025 and taking effect from spring 2026, is being studied worldwide as a model for sustainable tourism.

Why Zaanse Schans Said "Enough"

In 2017 Zaanse had 1.7 million visitors. It has nearly reached 2.8 million and it is a challenge for all.

What was once a peaceful heritage site turned into a crowded tourist corridor. Residents complained that visitors wandered into private gardens, peeked through windows, and even used lawns as toilets.

Local authorities realised that preserving the village's charm required not just restoration but regulation.

How the Entry Fee Works

Starting spring 2026, visitors from outside the region will pay €17.50 ($20.50; £15) for a day pass, which includes museum access, entry to select working windmills, and heritage trails around the village. The system will be online and pre-booked, similar to Amsterdam's most visited museums, ensuring controlled footfall.

Authorities estimate annual revenues of €24 million, even if tourism is halved, money that will go towards windmill conservation, public toilets, waste management, and sustainable infrastructure.

The Economics of Saying No

Predictably, not everyone is happy.

"This could hurt small shops. If a family pays €100 including parking, they'll think twice before buying souvenirs." A local shop owner.

But experts argue that fewer, higher-quality visitors often spend more per person and create less strain on local ecosystems. As one tourism consultant put it, "The future of travel is not about more tourists, it's about better ones."

What Other Destinations Can Learn

Zaanse Schans is part of a growing global movement to balance preservation with prosperity.

• Venice now charges €5 for day-trippers to reduce crowd pressure.
• Bhutan maintains a strict daily fee that funds conservation.
• Bali's Penglipuran Village and Italy's Civita di Bagnoregio also use small entry fees to protect heritage.

Destinations struggling with overtourism from Hallstatt in Austria to Positano in Italy and even India's Manali, can draw inspiration. By setting entry fees, managing visitor flows, and reinvesting locally, they can turn tourism into a renewable rather than an extractive resource.

Tourism's Next Chapter: Pay to Preserve

While the fee may deter some budget travellers, it could restore balance to the village — returning quiet mornings, clean streets, and a sense of authenticity long lost under tourist crowds.

A visitor to Zaanse was enthusiastic about the change: "If the ticket means better maintenance and fewer crowds, that's worth it. You're not paying for entry - you're paying for experience."

For Zaanse Schans, the message is simple yet universal: Tourism can only stay beautiful if it's sustainable.