The Challenge
Airbnb faced mounting criticism in Amsterdam around housing shortages, rising living costs, and neighborhood disruption. Negative perceptions were fueling political resistance and restrictive policies, putting pressure on the brand’s reputation and license to operate in the city.

The Solution
A grassroots campaign reframed Airbnb as a partner to communities rather than an adversary, promoting a more inclusive and sustainable vision of tourism rooted in collaboration and transparency.


Airbnb enlisted me to help develop the Better Tourism campaign, designed to counter myths with facts, open genuine dialogue, and highlight the brand’s commitment to benefiting local communities. Through partnerships with municipalities and a mix of traditional and digital media including newspapers, films, banners, and social platforms, the campaign encouraged reconciliation and reshaped public opinion. The effort led to a measurable shift in how residents, politicians, and city officials viewed Airbnb, laying the groundwork for greater trust and more constructive policymaking, and helping to prevent new legislation that would have banned Airbnb in Amsterdam and surrounding areas. Building on its success, the campaign was later replicated in markets such as the Cornwall, Berlin, Paris, and Barcelona.

Team: Desmond Lissone, and Amy Alter