Amsterdam: Johan Cruijff Arena VIP Tour

Football has a front door in Amsterdam. The Johan Cruijff Arena VIP Tour gives you access to Ajax’s official dressing room, boardroom, players’ tunnel, dugout, press areas, and a skybox with a free drink. I especially like the personal style of the guides, with Olivier, Peter, Rob, and Enrico singled out for their humor and club knowledge, and I like that the scarf and skybox drink are included.

The main drawback is price. At $65 per person, this costs more than a basic stadium visit, and access to an Ajax match is not included. The meeting point at Main Entrance E can also be confusing, and one afternoon group found the Fanshop closed before they could use their 10% discount.

Key points to know before you book

• Ajax’s official dressing room: You enter the room used by the club’s players on match days, rather than simply viewing it from a doorway.
• Skybox drink included: The tour includes one soft drink, and some tours have offered beer or soda in the VIP lounge.
• Personal guides make the difference: Guides such as Olivier, Peter, Rob, and Enrico bring club stories, local memories, and plenty of football banter.
• A real behind-the-scenes route: Expect the players’ tunnel, dugout, press room, boardroom, VIP areas, and views from premium seats.
• Useful extras: You receive an AFC Ajax scarf and 10% off at the official Fanshop and Café Jopie.
• Allow two to two and a half hours: The listed duration is two hours, though one group reported a 2.5-hour visit.

Entering the Johan Cruijff Arena at Main Entrance E

The tour begins at Main Entrance E of the Johan Cruijff Arena. This is the detail to take seriously, since one person found the meeting point difficult to locate. If you arrive by public transport, use metro lines 50 or 54 and get off at Bijlmer ArenA.

Give yourself a little extra time to find the entrance and get settled. The arena is easy to reach from Amsterdam’s public transport network, but a major stadium has a lot of doors, signs, and open space around it. Having the entrance name ready on your phone will save you a mild pre-tour treasure hunt.

The experience is guided in English or Dutch. Some groups have been small enough to feel very personal, including one tour where a guest was the only person booked for that particular time. Other departures may include people from different countries, which can add a pleasant international football feel.

Large bags, backpacks, and luggage are not allowed. This matters if you are arriving straight from a hotel or the airport. Make a plan for your belongings before you set off, since the tour information does not promise storage.

The Ajax dressing room and match-day routine

The dressing room is one of the strongest parts of the visit. This is the official Ajax dressing room, the place where players prepare before a match. For a football fan, the room gives the tour a direct connection to the club rather than leaving you with only seats and corridors.

Your guide fills in the details about Ajax, its players, and the way match day works. The best guides do not simply recite dates. Olivier, described as a lifelong Amsterdammer, used local memories and stories about Ajax past and present to give the club a human side. Other guides, including Peter and Rob, were praised for mixing facts with jokes and easy conversation.

I like this part because the guide shapes the visit. The room itself is interesting, but the stories explain why it matters. You hear about the club from people who clearly care about it, and that passion is often what makes a stadium tour feel more than a walk through restricted areas.

The tour also works for a non-football fan. One person booked it as a gift for a partner and still enjoyed the guide’s enthusiasm and the chance to see how a famous stadium operates. You do not need to know Ajax’s full history before arriving. The guide brings you into the story at a comfortable pace.

Walking the players’ tunnel toward the pitch

The players’ tunnel provides one of the tour’s most vivid moments. You follow the route taken by the teams as they move toward the pitch, and some departures use music to recreate the feel of match day.

That small touch helps you understand the emotional side of the building. A normal seat gives you the spectator’s view. The tunnel gives you a sense of the pre-match routine, the transition from private preparation to the public arena, and the noise and expectation waiting outside.

You also visit the dugout and may get close to the pitch edge. One family particularly enjoyed seeing young members of the group stand at pitch level, while another person liked experiencing several unusual views of the stadium. These moments are useful for photography, though you should listen to the guide about where you may stand and when you may take pictures.

The route includes time to look around at each stop. That is important for families and anyone who wants photos rather than a quick procession from one room to the next. The exact order can vary, but the tour generally takes you through many working and public areas of the arena.

The boardroom, press room, and VIP sections

The boardroom gives you a look at a part of the stadium normally reserved for management during matches. It is less theatrical than the tunnel, but it shows that the arena is also a business and decision-making center.

The press room adds another layer. This is where the public side of football is handled, with players and coaches speaking after matches and major club news reaching the outside world. Seeing both the players’ spaces and the administrative spaces makes the tour feel more complete.

You also visit VIP areas and premium seating. Some tours have included views of the king’s box and access to the most expensive seats in the stadium. You are not buying a match ticket with this experience, but you do get to see how the arena looks from areas most ordinary ticket holders never enter.

This is where the extra cost begins to make sense for some people. A standard stadium visit may be enough if you mainly want a view of the pitch. The VIP version is aimed at anyone who wants access to private rooms, premium areas, and the club’s behind-the-scenes routine.

The skybox drink and the best stadium views

The skybox is the tour’s clearest VIP moment. You go upstairs for views across the pitch and receive one drink, with beer or soda available on some departures. It is a simple inclusion, but it gives the tour a natural pause after the more active parts of the route.

I like that the drink is taken in an actual premium setting rather than handed to you at the entrance. Sitting above the pitch helps you see the arena in a different way. You can look down at the field, study the seating bowl, and imagine the view during a match or concert.

Families and football fans both seem to enjoy this stop. One parent described it as feeling like a proper VIP experience, while another guest appreciated having time for a relaxed talk with the guide about football and Amsterdam.

Do not expect a full meal or a long lounge visit. The inclusion is one drink, not a hospitality package. Its value comes from the setting and the access, not from the refreshment itself.

A scarf, discounts, and the real value of $65

The $65 price is fair for the right visitor, but it is not a bargain for everyone. You receive the guided tour, entry to exclusive areas, one drink, and a unique AFC Ajax scarf. The scarf has been compared in value to an item sold for about $20 in the Fanshop, though you should treat that as a rough reference rather than a guaranteed retail price.

You also receive 10% off at the official AFC Ajax Fanshop and 10% off food and drinks at Café Jopie. These extras help if you already planned to buy club merchandise or stop for food nearby. They should not be the reason you book, since the discounts only matter if you use them.

The important comparison is with your own interests. If you are a serious football fan, the dressing room, tunnel, VIP seating, and guide-led stories give you several hours of material for the price. If you are only mildly curious about stadium architecture, a cheaper tour might suit you better.

The match ticket is not included. This is a stadium access tour, not a match-day package. Do not assume that booking the VIP tour gets you into an Ajax game.

The guides are the heart of the experience

The strongest praise goes to the guides. Peter appears repeatedly as friendly, funny, and full of club stories. Rob is described as polite and entertaining. Olivier brings the perspective of a born-and-raised Amsterdammer, while Enrico is credited with making the tour especially enjoyable.

Simon, or a similarly named guide, was also praised for giving a strong sense of the players’ experience during games. The exact guide depends on your departure, so you cannot book a specific personality from the information available. Still, the pattern is clear: the human side of the tour is a major part of its value.

Guides also handle mixed groups well. Guests have joined from the United Kingdom, Ireland, the United States, Switzerland, South Africa, Greece, and France. English and Dutch are the official tour languages, and at least one group received its own English-speaking guide because it was the only English-speaking family present.

The tone can include football banter. A Manchester United supporter enjoyed the jokes, and even a Liverpool fan found the tour worthwhile. You do not need to support Ajax, or even like the club, to appreciate the access and stories.

Who will enjoy it most?

I would choose this tour for:

• Ajax supporters and serious football fans
• Families with children who want more than a museum visit
• Visitors interested in Amsterdam’s football culture
• People who enjoy guided access to restricted areas
• Fans of stadium design, match-day routines, and premium seating
• Anyone looking for an indoor activity with a clear two-hour structure

It is also a good gift. One person who was not a football fan still enjoyed the experience because the guide made it lively and explained the stadium beyond the sport itself.

I would think twice if you dislike guided tours, have heavy luggage, or only want to sit in the stands. The tour includes plenty of walking and several stops, and the $65 cost is harder to justify if the scarf, drink, and private areas do not appeal to you.

Timing, access, and small practical details

The listed duration is two hours, but one group reported a 2.5-hour experience. Check the departure time carefully and leave room afterward, especially if you plan to eat at Café Jopie or shop for Ajax gear.

The Fanshop discount is useful, but check opening hours before relying on it. One group finished after the shop had closed and could not use the 10% offer. That is a small issue, but it is worth knowing if the scarf or shirt you want is part of your plan.

The arena is wheelchair accessible. The tour is offered in English and Dutch, and you can cancel up to 24 hours before departure for a full refund. Reserve-now, pay-later booking is also available, which helps if your Amsterdam schedule is still changing.

Do not bring large bags, backpacks, or luggage. This is one of the most important practical rules, especially for visitors combining the tour with transport through the city.

Should you book the Johan Cruijff Arena VIP Tour?

Book it if you want the full Ajax setting: dressing room, tunnel, dugout, boardroom, press areas, premium seats, skybox, scarf, and a guide who can tell the club’s story with feeling. The guide quality is the biggest reason the experience earns its high rating, and names such as Peter, Olivier, Rob, and Enrico come up for good reason.

Skip it if you only want a quick look at the pitch or if $65 feels too high for a stadium visit. For football fans, though, the extra access makes the VIP price easier to defend. Just arrive at Main Entrance E with no large bag, allow up to 2.5 hours, and check that the Fanshop will be open if you want to use the discount.

FAQ

How much does the Johan Cruijff Arena VIP Tour cost?

The tour costs $65 per person.

How long does the VIP tour last?

The listed duration is two hours. One experience lasted 2.5 hours, so allow extra time in your schedule.

What languages are available?

The live tour guide speaks English or Dutch.

Is an Ajax match ticket included?

No. A match ticket is not included in the VIP tour.

What areas can you visit?

The tour includes the Ajax dressing room, boardroom, players’ tunnel, dugout, press room, skybox, VIP areas, and premium stadium seating.

Is a drink included?

Yes. You receive one drink in an exclusive skybox or VIP lounge. The available choice may include beer or soda.

Do I receive anything to take home?

Yes. The tour includes a unique AFC Ajax scarf.

Is the stadium wheelchair accessible?

Yes. The activity is wheelchair accessible.

Where do I meet the guide?

Enter the Johan Cruijff Arena at Main Entrance E. By public transport, take metro line 50 or 54 to Bijlmer ArenA.

Can I bring a backpack or luggage?

No. Luggage, large bags, backpacks, and bags are not allowed.