What Smartvisit does

Smartvisit International Pty Ltd is a privately held Australian software company founded in 2009 and headquartered in Kiama Downs, Australia, that builds a SaaS Destination Experience Platform (DEX) for the tourism industry. The platform enables destination marketing organizations, attractions, tour operators, and accommodation providers to create, distribute, and manage digital city passes, bundled attraction tickets, self-guided multimedia tours, and location-triggered visitor engagement through a white-label mobile application. Core technology components include the DEX platform, a mobile app with built-in digital wallet, the Jrnyz GPS-triggered self-guided tour engine, geofencing and push notification services, 24/7 live chat support, and a channel manager module for multi-channel inventory distribution. The firm also operates wholly-owned sub-brands including iVenture, The Athens Pass, Tasting Trails Australia, and Jrnyz, and runs a portfolio of more than 20 branded city and regional passes spanning Australia, the Middle East, Europe, the United States, and South Africa.

The company operates a hybrid revenue model combining transaction-based take rates on consumer pass purchases, recurring enterprise subscriptions for DMO and attraction clients, and professional services for deployment and customization. Pricing is quote-based and not publicly disclosed. Go-to-market is primarily sales-led, targeting DMOs, attractions, and accommodation providers through direct enterprise sales supported by regional teams in Australia (Kiama Downs), the United States (Miami/South Florida), the UAE (Dubai), Spain (Barcelona), and China (Hong Kong). Distribution extends through a mobile app on Apple App Store and Google Play, direct website booking, and channel partnerships — most notably a strategic global distribution agreement with Prioticket announced in 2026, plus partnerships with Big Bus Tours, Visa (FIFA World Cup Dubai Pass), Arabian Adventures (dnata), Keytours, and aRes Travel.

The leadership team is led by co-founders Ryan Rieveley (CEO) and Laura Rieveley (CMO), supported by President Rachel Nettle (appointed July 2025 to lead U.S. expansion from South Florida), Chief Commercial Officer Donovan Strydom, and Chief Technology Officer Consolador Daroy. The company operates across approximately 10 countries and reports 11–50 employees. Only one external funding event is disclosed — a $2 million round in December 2017 — suggesting the firm has scaled primarily through cash flow, with founder-controlled ownership and no identified parent company or institutional investor in the public record.

Name

Smartvisit

Legal name

Smartvisit International Pty Ltd

Website

https://smartvisit.com

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

11–50 employees

Short description

Smartvisit is a SaaS platform that enables destination marketing organizations, attractions, and accommodation providers to create and distribute digital city passes, bundled tickets, and self-guided multimedia tours through a white-label mobile app.

Ownership category

akta.pro rank

Product category

Tourism Technology / Destination Experience Software

NAICS

Tour Operators (56152), Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (5182)

SIC

Services-Prepackaged Software (7372)

akta.pro primary industry

Local Tours, Activities & Attractions Metasearch (THALAEAI)

Keywords

• Destination experience platform
• Digital city passes
• Attraction ticketing software
• Self-guided tour technology
• Tourism marketing platform

Headquarters

HQ city

Kiama

HQ country

Australia

HQ region

Oceania

Offices5 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Supply Chain

Revenue model

1. Transaction Fees on Pass Sales: Smartvisit earns transaction fees or a take rate on each digital pass sold through its platform. This is a usage-based revenue stream where the company takes a percentage of each completed transaction between attraction partners and end consumers.
2. Platform Subscription/Managed Services: Destination marketing organizations and attractions pay subscription fees for access to the Smartvisit DEX platform, including pass creation tools, inventory management, analytics dashboards, and ongoing support services.
3. Professional Services: Custom pass design, implementation, and configuration services for enterprise clients requiring bespoke destination experience packages. These services support initial platform deployment and ongoing customization needs.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels9 records

Core offering

Smartvisit provides a cloud-based Destination Experience Platform (DEX) that enables tourism organizations — destination marketing organizations, attractions, tour operators, and accommodation providers — to create, manage, and distribute digital city passes, attraction tickets, self-guided multimedia tours, and curated visitor experiences through a white-label mobile app. The platform integrates ticketing, inventory management, digital wallet redemption, location-based notifications, multilingual content, and visitor analytics, and is monetized through subscriptions, per-transaction fees, and professional services.

Product overview

Smartvisit is a platform-plus-module architecture built around the Destination Experience Platform (DEX), a white-label SaaS platform for tourism organisations to create, manage, and distribute bundled destination experiences. The core product is the Smartvisit Mobile App, a consumer-facing hub through which visitors access purchased passes, self-guided tours, and personalised offers. Key modules include the Digital Wallet (for pass/ticket management), Jrnyz (GPS-triggered multimedia self-guided walking tours), geofencing & push notifications (location-aware personalisation), and 24/7 Live Chat Support. Smartvisit distributes its platform via a portfolio of branded city and regional passes — including the Dubai Pass, Athens Pass, Barcelona Pass, Sydney Pass, Melbourne Pass, Hollywood Plus Pass, Adventure Pass, Jeddah Pass, CityPass South Africa, Visit Phillip Island Pass, Byron Bay Adventure Pass, Great Southern Pass (Albany), Tasting Trails Australia, Southern Highlands Foodie Pass, Good Times Pass (New Orleans), and co-branded passes such as the Visa FIFA World Cup Dubai Pass, The Athens Experience by Keytours, and the Big Bus Athens Experience Pass — each combining curated attractions, tours, and experiences into a single digital pass. The Channel Manager Compatibility feature enables operators to synchronise inventory across multiple sales channels.

Differentiator

Problem solved

Functional benefit

Products and services

• Destination Experience Platform (DEX) An all-in-one white-label SaaS platform for tourism organisations to create, manage, and distribute destination experiences — combining tours, activities, tickets, passes, maps, self-guided tours, and special offers — delivered to visitors via a white-label mobile app.
• Smartvisit Mobile App A white-label mobile app serving as the central hub where visitors access all purchased passes, tickets, self-guided tours, and curated offers in one place, with geolocation-triggered content delivery.
• Jrnyz Self-Guided Tours A self-guided multimedia walking tour product delivering GPS-triggered, location-aware experiences with audio narration, video content, and text storytelling in multiple languages for destinations and walking routes.
• CityXplora Accommodation Solution A tailored white-label solution within the DEX platform for accommodation providers that packages local tours, attractions, dining, shopping, and cultural events into a branded pass, with reservation, CRM, and website integration and full-service setup, pricing, sales, and redemption handled by Smartvisit.
• Dubai Pass A branded city pass for Dubai bundled by Smartvisit, offering visitors access to multiple attractions, tours, and experiences across the city at a discounted combined rate.
• Athens Pass A branded city pass for Athens bundled by Smartvisit, offering curated access to archaeological sites, tours, and cultural attractions.
• Hollywood Plus Pass A branded city pass for Los Angeles bundled by Smartvisit, focused on Hollywood-area attractions, studios, and entertainment experiences.
• Good Times Pass (New Orleans) A branded city pass for New Orleans bundled by Smartvisit in partnership with New Orleans & Company, combining attractions, dining, and cultural experiences for visitors.
• Big Bus Athens Experience Pass A co-branded digital pass for Athens delivered in partnership with Big Bus Tours via the Smartvisit platform, combining hop-on hop-off bus tours with curated digital experiences.
• Visa FIFA World Cup Dubai Pass A co-branded city pass launched in partnership with Visa for the FIFA World Cup period, bundling Dubai attractions, hospitality, and cultural experiences for international visitors.
• Tasting Trails Australia A branded food and wine tourism pass for regional Australia bundled by Smartvisit, enabling visitors to discover local producers, venues, and culinary trails.
• Southern Highlands Foodie Pass A branded food-focused pass for the Southern Highlands region bundled by Smartvisit, combining dining, wine, and culinary experiences for visitors.

Quantifiable outcome

• Seamless digital pass delivery eliminating physical ticket logistics
• +2 more outcomes

Named customers10 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Ten partnerships are on record, tiered core, flagship and minor.

• PrioticketcoreChannel Partner/ Reseller/ Distributor · 14 April 2026Strategic distribution partnership for global distribution of city pass inventory. Prioticket serves as a key channel partner extending Smartvisit's market reach to additional B2B and B2C distribution points globally. The partnership enables Smartvisit to scale distribution without building direct sales capacity in all markets.
• Big Bus ToursflagshipStrategic or Co-development PartnerPartnership for the Big Bus Athens Experience Pass, integrating hop-on hop-off bus tours with Smartvisit's destination experience platform. This flagship partnership demonstrates Smartvisit's ability to integrate diverse attraction types into unified pass products.
• VisaflagshipGTM or Marketing PartnerVisa FIFA World Cup Dubai Pass partnership combining payment technology with destination experience distribution. This high-profile partnership positions Smartvisit in the major events tourism segment and provides brand credibility through association with Visa's global brand.
• Arabian Adventures (dnata Travel Group)coreStrategic or Co-development PartnerPartnership with dnata Travel Group's Arabian Adventures for destination experience distribution in the Middle East. Supports regional market penetration and provides local tourism expertise in the Gulf region.
• aRes TravelminorChannel Partner/ Reseller/ DistributorNew Orleans Good Times Pass partnership with aRes Travel for travel agency distribution of destination passes. Extends reach into the US travel agency channel.
• Keytours AthensminorChannel Partner/ Reseller/ DistributorTour operator partnership for Athens destination experiences, integrating local tour offerings into Smartvisit's pass platform.
• Universal Studios HollywoodcoreChannel Partner/ Reseller/ DistributorDigital ticketing and pass distribution partnership with major Hollywood theme park attraction. Represents enterprise-grade customer acquisition validating Smartvisit's platform capabilities.
• Dubai's Department for Economy & TourismflagshipStrategic or Co-development PartnerGovernment destination partnership supporting Dubai's tourism promotion strategy. Enables city-wide pass implementation and destination marketing organization relationship.
• New Orleans & CompanycoreStrategic or Co-development PartnerDMO partnership for New Orleans Good Times Pass product, supporting destination tourism in New Orleans through digital pass distribution.
• Destination Phillip IslandcoreStrategic or Co-development PartnerRegional tourism organization partnership supporting visitor experience management for the Phillip Island destination in Australia.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• CityPASS: CityPASS is the most established multi-attraction city pass provider in North America, bundling top attractions across major U.S. cities (NYC, Chicago, San Francisco, etc.). It is the most directly comparable competitor to Smartvisit's destination pass products in the U.S. market where Smartvisit is now expanding.
• Go City: Go City (formerly GoCard) operates multi-attraction passes across more than 30 destinations worldwide with a flexible pass model. It is a direct competitor offering the same digital pass bundling and distribution model that Smartvisit targets, with overlapping DMO and attraction customers.
• Headout: Headout is a curated tours and attractions marketplace focused on delivering last-minute experiences in major destinations, with proprietary inventory and pass products. Its destination-by-destination curation model and mobile-first consumer experience directly parallel Smartvisit's DEX platform positioning.
• Tiqets: Tiqets is a digital ticketing platform for museums and attractions with global inventory of bookable cultural experiences. It competes with Smartvisit on digital ticketing infrastructure, attraction partnerships, and consumer-facing pass products across many of the same destination markets.
• The Sightseeing Pass: The Sightseeing Pass offers flexible sightseeing passes across U.S. and international destinations, bundling attractions into multi-day digital pass products. It is a direct competitor to Smartvisit's city pass portfolio (Dubai, Athens, Sydney, New York area, etc.).

Broad incumbents

• Viator (Tripadvisor): Viator, owned by Tripadvisor, is the largest tours and activities distribution platform globally with hundreds of thousands of bookable experiences. While broader than city passes, it competes with Smartvisit on attraction distribution, digital ticketing, and DMO/operator relationships.
• GetYourGuide: GetYourGuide is a global tours, attractions, and activities booking platform with millions of bookable experiences. It overlaps with Smartvisit on attraction distribution and partner relationships and represents a major competitive threat for DMO customers evaluating platform partners.
• Klook: Klook is a leading Asia-based travel activities and attractions booking platform with global reach. It competes with Smartvisit on attraction ticketing, pass distribution, and DMO partnerships, particularly in Asia-Pacific markets where Smartvisit operates (Hong Kong, Australia).
• Booking.com Experiences: Booking.com's Experiences vertical (incorporating FareHarbor's reservation technology) is a global leader in tours, activities, and attraction distribution. It competes broadly with Smartvisit on partner attraction onboarding, digital ticketing, and global traveler reach.

Emerging players

• Bandwango: Bandwango provides destination experience platforms for DMOs and tourism organizations to create and distribute digital attraction passes. It is a direct smaller-scale competitor targeting the same DMO customer segment with similar pass-distribution technology.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/smartvisit-group
• Facebookfacebook.com/wix

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Subsidiaries4 records

Funding overview

Funding rounds1 record

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Smartvisit