Promoting normalcy: the Amsterdam tourist association VVV during World War II

Abstract During World War II, German occupation obstructed foreign tourism to Amsterdam. The local tourist association VVV did not, however, cease its promotional activities. On the contrary; as a public–private association largely financed by the Amsterdam municipality and the local Chamber of Commerce, the VVV functioned as an institutional nexus between the German-controlled municipal authorities, local entrepreneurs in the city’s tourist industry, tourists and local citizens. This article argues that the VVV played a significant role in promoting the return to ‘normalcy’ and an acceptance of aspects of a new normal in the Dutch capital. In a wide variety of initiatives, it encouraged domestic tourists and local inhabitants – largely ignoring the gradual exclusion of Jews – to continue a public life of amusement, cultural enrichment and identification with local and national heritage.