Istanbul Tourist Pass

What Istanbul Tourist Pass does

Istanbul Tourist Pass is a digital sightseeing pass platform serving international tourists visiting Istanbul. The product aggregates access to 120+ attractions — including museums (Hagia Sophia, Topkapi Palace, Basilica Cistern, Dolmabahce Palace), historical landmarks (Galata Tower, Blue Mosque, Yildiz Palace), Bosphorus cruises, Princes' Islands tours, Turkish shows, food tours, and cultural experiences — into a single QR-code-based pass delivered digitally to the customer's mobile device. The platform spans three paid tiers (FAST at €49 for 1 day, DISCOVER at €99 for 1–5 days, PRIME at €149 for 1–7 days), a dedicated iOS/Android mobile app for itinerary management and e-ticketing, and a 25-language audio guide library covering 40+ attractions. The company is operated by Cityberry Tourism, founded in 1995 through the istanbul.com travel portal, with the Istanbul Tourist Pass brand launched in 2015.

The business model is direct-to-consumer, one-time license revenue: passes are purchased online via the website or mobile app, and customers self-serve the entire funnel with no sales touch. Underlying technology includes QR-code e-ticketing for instant entry, multilingual audio guide delivery, a Stripe-based payment stack, Cloudflare security, and analytics via Google Analytics and Microsoft Clarity. Distribution is primarily organic/content-driven (25-language SEO, blog, travel guides), supplemented by Trustpilot/Google/Tripadvisor social proof, paid acquisition (Google Ads, Meta pixel), and structured affiliate, creator, and reseller programs. The company is a TURSAB-registered Turkish travel agency (license 11745), operates the sister brand Cappadocia Travel Pass in a second Turkish tourism market, and reports serving 500,000+ travelers from 150+ countries with a 4.7–4.8/5 average review rating across 10,000+ reviews.

Name

Istanbul Tourist Pass

Legal name

Cityberry Tourism

Website

https://istanbultouristpass.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

Istanbul Tourist Pass is a digital sightseeing pass platform operated by Cityberry Tourism that aggregates 120+ Istanbul attractions into tiered QR-based passes (€49–€149), sold direct-to-consumer to international tourists via website and mobile app, with 500,000+ customers served across 150+ countries since 2015.

Ownership category

akta.pro rank

Product category

Tourist Sightseeing Passes

NAICS

Tour Operators (56152), Travel Agencies (56151)

SIC

Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Destination/Activity Booking Marketplaces (Tours & Tickets Aggregators) (THAKAAAH)

akta.pro secondary industries

VIP Access & Skip-the-Line Experiences (THAJALAC), Culture, Heritage & Arts Itinerary Planning (THAKAOAK)

Keywords

• Digital sightseeing pass
• Tourist attraction tickets
• City tourism passes
• Skip-the-line entry
• Travel mobile app

Headquarters

HQ city

Sisli

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Sightseeing Pass Sales: The company sells digital sightseeing passes at three tier levels (FAST, DISCOVER, PRIME) as one-time purchases. Customers pay upfront for a pass valid for a defined number of days (1–7 days) covering a set of included attractions and experiences. The pass is a single-transaction purchase with no recurring billing. Revenue is generated directly from the end consumer at point of sale on the website or app.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Istanbul Tourist Pass sells digital city sightseeing passes that bundle access to 120+ Istanbul attractions, museums, tours, cruises, and experiences into a single QR-coded mobile pass. The company offers three tiered passes — FAST (1 day, €49+), DISCOVER (1–5 days, €99+), and PRIME (1–7 days, €149+) — each with skip-the-line entry, a multilingual audio guide in 25 languages, mobile app-based itinerary management, and WhatsApp customer support. Passes are purchased directly by individual tourists via the company website or iOS/Android app and delivered digitally.

Product overview

Istanbul Tourist Pass is a digital sightseeing pass platform offering a unified product portfolio centered on the Istanbul Tourist Pass® Digital Sightseeing Pass. The core offering consists of three pass tiers—FAST Pass (1-day, 2 iconic landmarks), DISCOVER Pass (1-5 days, 100+ attractions), and PRIME Pass (1-7 days, 120+ attractions)—each bundled with a multilingual mobile app, audio guide service in 25 languages, and skip-the-line entry. Additional offerings include individual attraction tickets and tours such as Princes' Islands boat tours with audio guides, plus ancillary services like the Istanbul Unlimited Public Transportation Card and a free digital guidebook. All passes integrate with the mobile app for itinerary management, QR code access, and e-ticket delivery.

Differentiator

Problem solved

Functional benefit

Brands

• Istanbul FAST Pass: 1-day pass covering 2 iconic landmarks, 3 authentic experiences, and bosphorus cruise for short-stay travelers.
• Istanbul DISCOVER Pass
• Istanbul PRIME Pass

Products and services

• Istanbul Tourist Pass Digital Sightseeing Pass Core digital city pass providing access to 120+ Istanbul attractions, museums, tours, and experiences with skip-the-line entry, audio guides in 25 languages, and priority hosted access for individual leisure travelers.
• Istanbul FAST Pass 1-day entry-tier pass providing access to 2 iconic landmarks, 3 authentic experiences, and a Bosphorus cruise, designed for short-stay travelers with instant QR-code access starting from €49 per person.
• Istanbul DISCOVER Pass 1-to-5 day mid-tier pass providing access to 3 iconic landmarks, 100+ top attractions, and unique experiences with skip-the-queue access starting from €99 per person.
• Istanbul PRIME Pass 1-to-7 day premium pass providing access to 7 landmarks, 120+ top attractions, and premium experiences with priority hosted access and dedicated support line starting from €149 per person.
• Istanbul Tourist Pass Mobile App Multilingual iOS and Android mobile application for managing trip itineraries, booking attractions, tracking activity, and accessing e-ticket QR codes. Available on the App Store and Google Play.
• Audio Guide Service Professionally narrated audio tours of 40+ Istanbul attractions delivered in 25 languages, bundled free with the sightseeing pass.
• Princes' Islands Tour with Lunch Guided day-trip to Buyukada and Heybeliada islands including round-trip ferry, lunch on the boat, and visits to Aya Yorgi Church and the Naval High School.
• Buyukada Island Roundtrip Boat Ticket with Audio Guide Self-guided walking tour of Buyukada, the largest of the Princes' Islands, including round-trip boat tickets from Kabatas and an audio guide.
• Heybeliada Island Roundtrip Boat Ticket with Audio Guide Self-guided walking tour of Heybeliada, the second largest of the Princes' Islands, featuring the Naval High School and historic monasteries, with round-trip boat tickets and audio guide.
• Istanbul Unlimited Public Transportation Card Unlimited Istanbul public transportation card offered at discounted rates through the Istanbul Tourist Pass platform.
• Free Istanbul Digital Guidebook Free downloadable digital guidebook with tips, guides, and Istanbul stories provided to pass holders.

Quantifiable outcome

• Save up to 65% off gate prices with the PRIME pass
• +4 more outcomes

Named customers10 records

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature3 records

Partnerships

Twelve partnerships are on record, tiered parent, sister_brand, core and supporting.

• Cityberry TourismparentOthersCityberry Tourism is the parent company and registered entity behind Istanbul Tourist Pass. The company is a member of TURSAB (Association of Turkish Travel Agencies) under license number 11745. Istanbul Tourist Pass is described as a 'registered mark of Cityberry'. Cityberry also operates istanbul.com.
• Cappadocia Travel Passsister_brandOthersCappadocia Travel Pass is a sister brand operated by the same parent company (Cityberry). It follows the same digital sightseeing pass model as Istanbul Tourist Pass but for Cappadocia attractions.
• istanbul.comsister_brandOthersistanbul.com is a sister brand under Cityberry Tourism, operating since 1995. It is Istanbul's original tourism portal and the parent of the Istanbul Tourist Pass brand. The 30+ years of Istanbul tourism expertise is attributed to istanbul.com.
• StripecoreTechnology or IntegrationStripe is used for secure payment processing during checkout. Payment redirects to stripe.com. Listed in the cookie policy as a third-party service that may set cookies.
• CloudflarecoreTechnology or IntegrationCloudflare provides bot detection and site security (__cf_bm cookie) and security challenge clearance (__cf_clearance cookie) for the Istanbul Tourist Pass website. Listed in the cookie policy.
• Google AnalyticssupportingTechnology or IntegrationGoogle Analytics (_ga, _ga_*, _gid cookies) is used for web analytics and to distinguish unique visitors and maintain session state. Data is collected through the company's first-party domain via server-side Google Tag Manager.
• Microsoft ClaritysupportingTechnology or IntegrationMicrosoft Clarity (_clck, _clsk cookies) is used for behavior analytics, storing unique user IDs and connecting page views into session recordings.
• Google AdssupportingGTM or Marketing PartnerGoogle Ads pixel (_gcl_au) links ad clicks to conversions on the Istanbul Tourist Pass site, enabling paid advertising attribution and performance tracking.
• Meta (Facebook)supportingGTM or Marketing PartnerMeta pixel (_fbp) identifies browsers for Facebook ad targeting and measurement, supporting social advertising campaigns.
• JivoSitesupportingTechnology or IntegrationJivoSite provides the live chat support widget on the Istanbul Tourist Pass website.
• GetSiteControlsupportingTechnology or IntegrationGetSiteControl provides on-site popups and feedback forms for the website.
• Istanbul Attraction OperatorscoreChannel Partner/ Reseller/ DistributorIstanbul Tourist Pass aggregates access to 120+ attractions operated by third-party entities (museums, tour operators, cruise companies, activity providers). The pass provides a distribution channel for these operators in exchange for preferential or bulk pricing.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Tiqets: Tiqets is an online ticketing platform for museums and attractions, offering mobile tickets and skip-the-line access in many cities. It overlaps with Istanbul Tourist Pass's core use case (mobile attraction entry) though it lacks a bundled city-pass structure.
• Headout: Headout is a mobile-first attraction and experience marketplace specializing in last-minute, skip-the-line tickets in top cities including Istanbul. It targets a similar international tourist segment with overlapping inventory and a comparable digital/mobile experience.

Broad incumbents

• Klook: Klook is a leading Asia-headquartered OTA selling attraction tickets, airport transfers, and city passes globally. It carries Istanbul inventory and competes with Istanbul Tourist Pass for international tourists planning Istanbul itineraries.
• GetYourGuide: GetYourGuide is a global OTA for tours, attractions, and skip-the-line tickets in hundreds of cities including Istanbul. Overlaps with Istanbul Tourist Pass on attraction aggregation, skip-the-line, and mobile ticketing, though its model is broader marketplace-based.
• Viator (Tripadvisor): Viator is the world's largest tours and attractions marketplace, operated by Tripadvisor. It sells skip-the-line tickets, attraction bundles, and city passes globally including Istanbul, competing with Istanbul Tourist Pass for direct consumer bookings.

Direct peers

• iVenture Card (by Experience Oz): iVenture Card is a multi-city flexible attraction pass operating in Australia, Asia, and Europe. It uses a similar attraction-aggregation, skip-the-line, and digital pass delivery model as Istanbul Tourist Pass.
• Go City (formerly GoCard / Leisure Pass Group): Go City is the largest multi-city digital sightseeing pass operator (New York, London, Paris, Rome, etc.), selling attraction-aggregated passes with skip-the-line, audio guides, and mobile delivery. It is the most direct peer to Istanbul Tourist Pass, operating the same product model in other cities.
• Cappadocia Travel Pass: Sister brand under Cityberry Tourism, offering the same digital sightseeing pass model for Cappadocia attractions. Direct same-operator peer demonstrating product replicability to other Turkish regions.
• London Pass by Go City: London Pass is a Go City single-city sightseeing pass bundling 90+ London attractions with fast-track entry and a mobile app. Directly comparable to Istanbul Tourist Pass in tiered pass structure and digital delivery model.
• The New York Pass by Go City: The New York Pass is one of Go City's flagship single-city digital sightseeing passes covering 100+ NYC attractions with skip-the-line and mobile delivery. Closely mirrors Istanbul Tourist Pass's product structure, tiering, and skip-the-queue value proposition.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/istanbulpass
• Facebookfacebook.com/istanbultouristpass
• LinkedInlinkedin.com/company/istanbul-tourist-pass

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries2 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 Istanbul Tourist Pass