Go City

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.

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

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

• Sightseeing pass
• Attraction tickets
• City tourism
• Travel passes
• Discount tickets

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Marketing or Sales, Technology or R&D, Operations, Personnel, Infrastructure

Revenue model

1. 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

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core 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

Segments1 record

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Six partnerships are on record, tiered minor and core.

• Air Canada AeroplanminorGTM or Marketing Partner · 12 January 2026Go 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 PartnersminorChannel Partner/ Reseller/ Distributor · 12 January 2026Go City passes are distributed through various online retail stores and brands via the eStore platform, expanding availability beyond direct website sales.
• The New York PasscoreOthersThe 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 PasscoreOthersThe 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 PasscoreOthersThe 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 ReserveminorOthersGo 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

Direct 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

• Xx.com/GoCityOfficial
• YouTubeyoutube.com/channel/UCckhZqZxBLX_qauNE2lj3wg
• Facebookfacebook.com/GoCityOfficial
• Instagraminstagram.com/gocity
• TikToktiktok.com/@gocity

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

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 Go City