Over the last few years Amsterdam has acquired a negative name for tourists and businesses. Too many fun-seeking tourists are returned home in boxes (it seems a constant stream lately), or are victims of what are termed "petty crimes", most famously pickpocketing. There are also the gory assassinations---organized crime hits, political (Pim Fortuyn), or cultural (Theo Van Gogh) murders. And we're not forgetting the recent fire in the detention centre at Schiphol in which 11 people died, and the callous and appalling response from officials like Immigration Minister Rita 'Iron Lady' Verdonk.
These problems will continue, and the world press will continue to gleefully report these events to trumpet the demise of social liberality and tolerance in the Netherlands.
Over the years several (frumpy and uninspiring) public relations slogans have made their appearances. Starting in the late eighties with Amsterdam heeft 't (Amsterdam has it), followed by Capital of Inspiration, Capital of Sports and Amsterdam Wereldstad (Worldcity). The latest, since mid 2005, is IAMsterdam (as if slogans are a solution to anything). In birth this latest slogan was not without problems, it came out that the original creator had to be bought off.
Despite the mediocrity of the current crop of politicians, city administrators, and dopey marketing slogans, it's still a great place to be.
Enjoy yourselves, but take sensible precautions---be realistic.