Amsterdam is no longer the most popular city in the Netherlands because Amsterdammers are “too arrogant”, an annual survey among 136,000 people has shown.

Maastricht now tops the list, followed by  Utrecht, Rotterdam, Texel and  Den Bosch, with Amsterdam falling to sixth place.

“Amsterdam, Ajax and Albert Heijn are all in the same league, brand consultant Hendrik Beerda told the AD. “They are the supposed top runners, and according to many people, that comes with a dose of humility. And that is what is lacking in the capital,” Beerda, who has gauged city brands since 2011, said.

“Amsterdam combines self-assurance with arrogance and obnoxiousness. It’s ok to be self-assured but it must be paired with a sympathetic attitude,” he said.

Of the 342 municipalities, Amsterdam ended up in 155th place in the sympathy stakes. “That is much lower than before. The love-hate relationship with the capital has come to the fore. Amsterdam used to be cheeky, now it’s obnoxious,” Beerda said.

Rotterdam is seen as a friendly city, while the bluster of Amsterdam is seen as unkind, Beerda said. In this, the perception of big city problems, such as crime, plays a part, as well as a long-simmering provincial resentment which suddenly turns into a “generalised negativity”, he said.

Rotterdam has gone through the reverse process, with a surge in popularity when the city built its new station and Markthal. “Everyone suddenly discovered Rotterdam is a surprisingly nice city, with an international style,” he said.

The survey also showed the capital to be too busy and expensive. “But although that is the case, people still go to Amsterdam for a day’s shopping or clubbing.

The capital will have to do more to improve its image, Beerda said. “What did Eberhard van der Laan say? ‘Be kind’. That should be the city’s motto. Accommodate tourists, don’t chase them off. Promote the kind side of the city. It will be a challenge, but Amsterdam needs to be an example of tolerance and inclusivity. That has been snowed under. Perhaps the city’s 750th birthday celebration will help but until now, the news has been mainly negative, he said.

Lowest on the list is Waadhoeke, the new name for several municipalities which have merged. “No one knows where it is. And please don’t give the locals a say in the new name, as in this case. That is disastrous,” the brand consultant said.