well, what I like in A'dam [lived there for about 10 years but nowaday I live in The Hague] first stop close to the central station:
Cafe "De Oude Aep", Zeedijk nr. 1. One of the two wooden medieval houses left, very nice small cafe with a long and very dubious history [this cafe even made into an expression in Holland, "In de aap gelogeerd zijn" which basically means that you have been screwed. Good choice of "bier" ;-) The Zeedijk also was the most infamous neighborhood in the Netherlands but has gone through a metamorphoses thanks to private entrepreneurs.
"Begijnhof" close to the "Spui", very nice and has the second wooden house. Also nice neighborhood, the local municipality museum is also there.
"Spui", has a nice old fashioned bookshop "Atheneum" and a popular cafe, Luxembourg. IF you go left into the "Heisteeg" just keep walking to the "Huidenstraat 12", there you'll find Pompadour, I don't know any better pastry shop in the Netherlands.
"museum Van Loon", house of a mergant family and co-founder of the VOC
Must see: in the middle of the red light district [during day-time certainly no problem but don't start making pictures of prostitutes], the "Oude Kerk" [quite close to the Zeedijk]. Very nice medieval church, when you're inside, remember that there are 2.500 gravestones your walking on with on average 4 people beneath it so about 10.000 graves ;-)
Close to this church: "Ons' Lieve Heer op Solder". House from 1630 with a "hidden" catholic church. [hidden gem]
Cafe "In de Waag" is also very nice, De Waag used to be an old city-gate in the middle ages before the 17th century canals where being dug.
Just reopened: the "Het Scheepvaartmuseum" museum for ships etc. Haven't been there yet but family was very enthusiastic.
Cameragear, you'll need to go to the City "Delft", very nice small city, to "Talens Foto".
Or to "Delfshaven" and make an appointment with the owner - www_mkoptics_net
In the evening when it's dark, just walk either the "Keizersgracht" or the "Prinsengracht", when it's dark you can take a glimpse inside the houses and it's an area which is not visited much by tourists and when you pass the "Reguliersgracht" you'll have a very nice view, especially when it's dark.
Also very nice is the 17th Town Hall on the "Dam". Today it's called the "Paleis op de Dam" when it was seized by the usurpers, the family of Oranje
AVOID: [for general ugliness]
Rembrandtplein
Leidseplein
Leidsestraat
Damrak
Central Station
