Straining under the weight of the millions of tourists who visit every year, the Netherlands has decided to stop promoting its most famous attractions in favor of trying to encourage travelers to go to the country’s lesser-known destinations.

In some ways, the Netherlands is a victim of its own success: Government campaigns to attract visitors have been so fruitful that the hordes have caused problems in places such as the capital, Amsterdam, which receives an asphyxiating 19 million tourists per year.

A report by the Dutch tourism board summed up the problem: “More isn’t always, and certainly not everywhere, better,” the study said. By 2030, the Netherlands could see an influx of up to 42 million tourists, the report predicted — a gargantuan number for a country of around 17 million. The change in policy was introduced in October, but it made headlines only after an article this year in the Dutch newspaper De Telegraaf.

Elsje van Vuuren, a spokeswoman for the board, said marketing campaigns would now have a different focus.