Using marketing to control the crowd - crowd marketing

What for me is very interesting, and it's quite new, is that you can use marketing to control the crowd. Here in the Netherlands, especially in Amsterdam, it starts to be very, very busy. And we see it as "a problem", we talk about it in a negative way, but I like to talk about it in a positive way. I think it's very beautiful that a lot of people decide to spend time and money to travel to a destination. And for me, the question is not how to get rid of those people. For me, the question is how to use marketing, social media, branding, to allow those people to discover other places that are not so crowded yet.