The Prostitution Information Centre (PIC) is run by Mariska Majoor, a former prostitute and advocate of total legalisation of pimping and brothel-owning. She is on the record as saying that trafficking is rare in Amsterdam. PIC conducts excursions through the prostitution area. In 2005 Thomas Cook, the worldwide tour and travel agency founded to promote ethical and educational tourism, launched a night walking tour through the red-light district. Building on tours organised by the PIC, it offered the outings, advertising them as "free to children under three".
"It is a well-oiled propaganda machine," says Chrissie Bennet, a British-born former escort who spent a month in the window brothels in Amsterdam. "The girls all knew we were under the cosh of the pimps, out of debt and desperation. No one would be there if there was any other choice."
But Lodewijk Asscher is sceptical about the propaganda machine which has long claimed that the Dutch way is best when it comes to regulating the sex industry. "The pro-sex-work lobby does not represent the women but the pimps," he says. "They are financed by the [prostitution] sector and so paint a picture that is too good to be true."
His latest scheme is called Project 1012, named after the district's postal code, and aims to bring new and non-prostitution related business and tourism into the red-light area. It is a collaboration between banks, developers, corporations, investors and entrepreneurs. Under the scheme, licences of coffee shops, gambling houses and brothels will be revoked if they are discovered to be involved in criminal behaviour.
One of the city's most talked-about restaurants, Anna, opened last year in a refurbished brothel building. Next door to the window brothels is online music station Red Light Radio. When I walk round the red- light district with the Fokken twins they take me to what was the first window brothel they worked in together, and squeal with delight at seeing not naked women in the window but naked mannequins: the building is now a haute couture dress shop. The Red Thread sex workers' union went into receivership in August as a result of losing its government grant.
Asscher hopes to attract more than £600 million of investment from businesses moving to the area, but he also has a plan B if his project fails: he will consider bringing in new legislation to criminalise the buying of sexual services, as countries such as Sweden and Norway have done.
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