Go City
Go City is a London-based, privately held travel company that sells discounted multi-attraction digital sightseeing passes to leisure travelers across 28 global destinations, offering bundled access to 1,500+ attractions via its website and mobile app.
- Company typePrivate
- Founded2018
- HeadquartersLondon, United Kingdom
- Headcount101–250
- GTM typeB2C
- OfferingDigital Commerce or Content
What Go City does
Go City is a privately held British travel company, founded in 2018 and headquartered in London, that operates a direct-to-consumer digital platform selling multi-attraction sightseeing passes to leisure travelers visiting major cities. Its core product is a bundled digital pass that grants entry to a curated network of 1,500 attractions across 28 destinations in North America, Europe, and the Rest of World (including New York, London, Paris, Dubai, Singapore, and Sydney). The platform offers four pass tiers — Essentials, Explorer, All-Inclusive, and All-Inclusive Plus — priced as one-time purchases ranging from approximately £64 to £279 in London and €84 to €189+ in Paris, with a financial savings guarantee that refunds the difference if the pass does not beat the cost of individual tickets. Distribution is exclusively direct-to-consumer through the gocity.com website and the Go City mobile app on iOS and Android, supported by multi-language (10 languages) and multi-currency checkout, QR-code-based attraction entry, and an AI-powered itinerary builder.
The company's underlying technology is a cloud-based digital pass platform with QR-code scanning, integrated reservation management (via Go City Reserve), and a mobile-first experience. It supports 10 languages and multiple currencies (GBP, EUR, USD, AUD, HKD, SEK, SGD) and uses Cloudinary for image management. Go City monetizes through one-time pass purchases per trip, with no disclosed subscription or recurring component. Its customer base is horizontal — individual tourists and travelers — and it markets through a digital mix of SEO/content, social media (Facebook, Instagram, X, YouTube, TikTok), email, and affiliate/loyalty eStore partnerships (including Air Canada Aeroplan as of January 2026). The company runs dedicated city sub-brands (The London Pass, The New York Pass, The Paris Pass) that funnel into the same inventory and pricing structure, enabling city-specific SEO and brand recognition while consolidating back-end economics. Revenue, funding, and ownership details are not disclosed in the input data, and the company has 101–250 employees with a leadership team that includes a Product Growth & Data Science lead and a Head of Strategy & Operations.
Go City firmographics
Firmographics- Name
- Go City
- Legal name
- Go City
- Website
- https://gocity.com
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Go City is a London-based, privately held travel company that sells discounted multi-attraction digital sightseeing passes to leisure travelers across 28 global destinations, offering bundled access to 1,500+ attractions via its website and mobile app.
- Ownership category
- akta.pro rank
Go City industry classification
Industry- Product category
- Sightseeing and Tourist Attraction Passes
- NAICS
- Tour Operators (561520)
- SIC
- Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- Adventure & Expedition Travel Agencies (THAKAFAB)
- akta.pro secondary industry
- Bespoke Multi-Day Itinerary Planning & Custom Tour Design (THAJALAB)
Keywords
Where Go City is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Markets served
Go City business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Marketing or Sales, Technology or R&D, Operations, Personnel, Infrastructure
Revenue model
- Attraction Pass Sales: Go City generates revenue through the sale of multi-attraction sightseeing passes. Customers pay a one-time set price for a digital pass that grants entry to multiple attractions, tours, and experiences within a destination. The passes are available in different tiers (Essentials, Explorer, All-Inclusive, All-Inclusive Plus) with varying price points based on the number of attractions or duration of access. Revenue is transaction-based with one-time purchase per trip.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | London Explorer Pass - Choose 2-7 attractions from 70+ London attractions |
| One time/ perpetual license | Pay-as-you-go | London All-Inclusive Pass - Unlimited access for 1-10 days with 110+ attractions |
| One time/ perpetual license | Pay-as-you-go | Paris Explorer Pass - Choose number of attractions with 30-day validity |
| One time/ perpetual license | Pay-as-you-go | Paris All-Inclusive Pass Plus - Unlimited daily access with Paris Museum Pass |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels5 records
Go City product offering
Product offeringCore offering
Go City sells digital multi-attraction sightseeing passes that grant travelers entry to 1,500+ attractions, tours, and experiences across 28 destinations worldwide. Pass types include Essentials, Explorer, All-Inclusive, and All-Inclusive Plus, delivered via a mobile app with QR-code entry and an AI-powered trip planner. The company operates destination-specific sub-brands (London Pass, New York Pass, Paris Pass) and guarantees savings of up to 50% versus individual ticket purchases.
Product overview
Go City is a multi-attraction sightseeing pass platform offering four main pass types (Essentials Pass, Explorer Pass, All-Inclusive Pass, and All-Inclusive Pass Plus) across 28 global destinations. The passes provide access to 1,500+ attractions including museums, tours, landmarks, and experiences. The company operates under city-specific sub-brands including London Pass, New York Pass, and Paris Pass. Core value proposition is bundled savings of up to 50% compared to individual ticket purchases. The platform includes a mobile app with QR code scanning for attraction entry and an AI-powered trip planner for itinerary generation. The company serves over 17 million users and has a global community with over 21,000 5-star reviews.
Differentiator
Problem solved
Functional benefit
Brands
- The New York Pass: Dedicated city-specific brand for New York attractions
- The London Pass
- The Paris Pass
Products and services
- Go City Multi-Attraction Pass
- Explorer Pass
- All-Inclusive Pass
- All-Inclusive Pass Plus
- Essentials Pass
- London Pass
- New York Pass
- Paris Pass
- Go City Mobile App
Quantifiable outcome
- Customers save up to 50% compared to buying individual attraction tickets
- +3 more outcomes
Companies that use Go City
Customer profileSegments1 record
Ideal customer profiles1 record
Go City technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Go City partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered minor and core.
- Air Canada AeroplanminorGo City passes are available through the Air Canada Aeroplan eStore platform, allowing Aeroplan members to purchase Go City passes as part of the airline's rewards shopping program.
- Various Online Retail PartnersminorGo City passes are distributed through various online retail stores and brands via the eStore platform, expanding availability beyond direct website sales.
- The New York PasscoreThe New York Pass is a Go City product offered under a dedicated city brand. Travelers purchasing through newyorkpass.com are buying an official Go City attraction pass with the same pass options (Essentials, Explorer, All-Inclusive).
- The London PasscoreThe London Pass is a Go City product offered under a dedicated city brand. Travelers purchasing through londonpass.com are buying an official Go City attraction pass with the same pass options.
- The Paris PasscoreThe Paris Pass is a Go City product offered under a dedicated city brand. Travelers purchasing through parispass.com are buying an official Go City attraction pass with the same pass options.
- Go City ReserveminorGo City Reserve (reservations.gocity.com) is a companion service for making reservations at partner attractions, part of the Go City ecosystem.
Scale indicators6 records
Recent moves5 records
Expansion highlights5 records
Go City competitors and assessment
Company assessmentDirect peers
- Headout: Headout is a curated marketplace for tours, attractions, and experiences, particularly focused on last-minute bookings. It sells attraction passes and bundles similar to Go City and serves the same international tourist customer.
- Tiqets: Tiqets is an online ticketing platform for museums and attractions worldwide. It overlaps with Go City in selling attraction access but is more focused on individual tickets versus multi-attraction passes.
- CityPASS: CityPASS sells bundled attraction ticket packages for major U.S. cities. It is a direct competitor in the multi-attraction sightseeing pass category, overlapping with Go City on cities like New York, Chicago, and San Francisco.
- The Sightseeing Pass: The Sightseeing Pass offers flexible attraction passes for major U.S. cities including New York. It directly competes with Go City's New York Pass sub-brand and similar All-Inclusive pass structures.
- Viator: Viator, a Tripadvisor company, is a global tour and attraction booking platform offering skip-the-line tickets and multi-attraction passes. It competes head-to-head with Go City for the same traveler and similar attraction inventory.
- GetYourGuide: GetYourGuide is a leading global online marketplace for tours, attractions, and experiences. It directly competes with Go City in the multi-attraction, multi-city sightseeing category and serves the same international leisure traveler customer.
- Musement: Musement (now part of TUI Musement) is a discovery and booking platform for tours, attractions, and experiences. It competes with Go City in many of the same European cities, particularly Italy and Spain.
- Klook: Klook is an Asia-headquartered travel activities and services booking platform. It overlaps with Go City in offering attraction passes and city activities across many of the same global destinations.
- Turbopass: Turbopass offers city tourist passes for major European destinations, including Berlin, Munich, and Vienna. It is a direct competitor to Go City in the European sightseeing pass category.
Emerging players
- Lonely Planet Experiences: Lonely Planet Experiences offers curated tours and small-group experiences from a well-known travel brand. It overlaps with Go City in the curated city-experience category but is more focused on guided tours than self-serve passes.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Go City social profiles
Digital presenceGo City financial estimates
Financial estimateRevenue estimate
Valuation estimate
Go City leadership team
Management profileNumber of profiles
Profiles2 records
Go City funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Go City M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Go City
What does Go City do?
Go City sells digital multi-attraction sightseeing passes that grant travelers entry to 1,500+ attractions, tours, and experiences across 28 destinations worldwide. Pass types include Essentials, Explorer, All-Inclusive, and All-Inclusive Plus, delivered via a mobile app with QR-code entry and an AI-powered trip planner. The company operates destination-specific sub-brands (London Pass, New York Pass, Paris Pass) and guarantees savings of up to 50% versus individual ticket purchases.
Is Go City a public or private company?
Go City is a private company. It is classified as unknown and is currently operating.
When was Go City founded?
Go City was founded in 2018. It employs 101 to 250 people.
Where is Go City based?
Go City is headquartered in London, United Kingdom, in the Europe region.
How does Go City make money?
One revenue line is on record: attraction Pass Sales.
Who are Go City's main competitors?
Direct peers on record are Headout, Tiqets, CityPASS, The Sightseeing Pass, Viator, GetYourGuide, Musement, Klook and Turbopass. Lonely Planet Experiences is listed as an emerging player.
Does Go City have an API?
No public API is recorded for Go City.
What industry is Go City in?
Go City's product category is Sightseeing and Tourist Attraction Passes. Its primary akta.pro industry code is THAKAFAB, Adventure & Expedition Travel Agencies, with a secondary code of THAJALAB, Bespoke Multi-Day Itinerary Planning & Custom Tour Design. Its NAICS code is 561520 and its SIC code is 7900.