As of April 1, 2025, Eline Deijs has assumed the role of Managing Director at Stromma Netherlands. In doing so, she follows her passion for organisations that are deeply embedded in society and that enable meaningful experiences. Stromma – known under the brand name Canal Tours Amsterdam – has been a familiar presence in the cityscape of Amsterdam and Utrecht for many years, and in 2024, welcomed over one million guests on and around the water.
A Wealth of Experience
For Eline, this step represents a natural continuation of her multifaceted career. She previously worked in media (NU.nl, Sanoma, ANP), led innovation as Director of Marketing & Digital at RAI Amsterdam, served as CCO of ISS Netherlands, and more recently held senior positions at Médecins Sans Frontières and Amnesty International. In her work, she has a distinctive ability to unite commercial effectiveness, social engagement, and digital innovation.
“What appeals to me about Stromma is how the company, like the city itself, is constantly evolving,” says Eline. “It is an organisation with character and history, and with the ambition to continue doing business in a future-oriented and sustainable manner. Stromma is not just a shipping company; it is a place where memories are made and where hospitality, culture, and the city come together.”
Sustainable Growth and Innovation in Guest Experience
As Managing Director, she now leads an organisation with an electric fleet of 50 boats, the most embarkation and sales locations in Amsterdam, and the only provider of pedal boats in both Amsterdam and Utrecht. In her new role, Eline is focused on sustainable growth, innovation in the guest experience, and further strengthening Stromma’s position as the green icon on the water.
“My challenge is to align Stromma even more closely with what guests are looking for – and what the city needs. We want to create memories in a way that is responsible, welcoming, and future-proof. With respect for the city, the water, and the people who live and work here.”
With her personal leadership style, sharp strategic insight, and connecting energy, Eline brings fresh momentum to Stromma Netherlands – without letting go of what already makes the company strong: quality, experience, and reliability.
Photo Credits: Stromma NL
To read more visit: https://www.stromma.com/nl-nl/amsterdam/over-ons/pers/nieuws/eline-deijs-nieuwe-managing-director-bij-stromma-nederland/
