Our Story


In the beginning of 2018 a group of people from Amsterdam got together to brainstorm how tourism can make a positive impact in the city. It turned out to be the beginning of something bigger, The Untourist Movement that invites visitors to contribute in a positive way to the city while performing fun activities.


Tours that Matter has played an active role within the Untourist Movement from the start. Three passionate ladies started Amsterdam's first positive impact tour company. Together they make sure that every tour contributes to a more beautiful city and a better world.

The Butterfly Impact got involved through the Untourist network sessions. The passionate founder knows how to promote sustainability. She is a pioneer in the development of Donut-tourism.

Different initiatives with the same mission, an innovative mindset, a great set of skills and knowledge, a large and diverse network. We offer a range of products and services that engage people to actively contribute to a better world through tourism.

Our Vision 


We will Reinvent tourism that contributes to the economic development, as well as the planet and society.


We inspire and connect pioneers by organizing inspiration sessions, a festival, activities and workshops. 


We bring residents, visitors and other interested parties together on one platform to  co-create. 


We develop new concepts, exchange best practices and consult our community to rediscover meaningful tourism. 

Festival Partners

© 2020 by Untourist Movement Amsterdam