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LPG acquires Amsterdam Pass

[London, June 2, 2021] The Amsterdam Pass has been acquired by the world's largest mulit-attraction pass company Leisure Pass Group (LPG), from long-time strategic partner Stromma, in a move that will see the product turn fully-digital.

The Amsterdam Pass grants entry to over 50 attractions, museums and tours, including the Heineken Experience, Rijksmuseum, Moco Museum, A'DAM Lookout, Amsterdam Canal Cruise and more. Additionally, the option of the Hop-on, Hop-off boat makes it easy for visitors to go at their own pace while exploring dozens of attractions across the city. The Amsterdam Pass was created in 2018 as a collaborative project between Stromma and key tourism industry partners to promote and sell the Amsterdam experience to sightseers. The pass saves travelers more than 50% on entry fees and best of all, it offers the opportunity to visit the lesser-known spots and attractions many visitors wouldn’t typically consider.

With signs of rebirth on the horizon for European travel, LPG, its digital pass brand Go City, and long-term partner Stromma are investing in the future of the Amsterdam Pass.

"Leisure Pass Group will be an important strategic partner to Stromma also in the future. Our new partnership will ensure that we utilize each other's strengths and that we create the best conditions for an even stronger attraction pass in Amsterdam giving all of us at the destination a strong marketing- and distribution channel to the tourist", says Carola Hoekstra, CEO Stromma Netherlands.

The acquisition of the Amsterdam Pass by LPG with its Go City platform represents an increased investment in Europe, strengthening their already strong offering across the region. “We are excited to add Amsterdam as a destination within our Go City collection,” said CEO of Leisure Pass Group Jon Owen. “With a great product already established, we look forward to further enhancing Amsterdam Pass under the Go City umbrella by adding additional experiences, considerable pass management capabilities, data research and app technology, as well as offering a seamless experience for our customers and attraction partners alike.”

Leisure Pass Group and Stromma will continue to work in partnership, without any interruptions to the current service.

About Go City

Go City, owned by the Leisure Pass Group, is the most popular City Card in the U.S and operates in 25+ cities across the globe. Offering choice, convenience and savings, Go City enables customers to lock in savings ahead of travel whilst retaining flexibility to choose where to go on the day. All delivered digitally, the Go City app provides contactless entry at an attraction by scanning the pass straight from a smartphone device. Simply scan, enjoy and go explore.

About the Leisure Pass Group

The Leisure Pass Group (LPG) is the largest City Card company in the world, operating in over 35 destinations, across five continents. Its passes enable visitors to some of the world’s biggest cities to experience top attractions, tours and activities, whilst saving both time and money. In 2019, LPG passes delivered over 16 million attraction visits. With proprietary technology at the heart of the business, LPG develops City Cards to create a better way to sightsee a city.

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About Stromma

With a long history that started in 1912 with Rederij Bergmann and Meijer's Rondvaarten (1920s), Stromma Netherlands grew into the oldest and one of the largest sightseeing companies in Amsterdam with a sustainable fleet. Stromma Netherlands is part of the Swedish Stromma Group (Strömma Turism & Sjöfart). Stromma is the leading provider of experiences within sightseeing in Northern Europe. Stromma offers experiences that aim to give every single guest memories for life. These experiences focus on sightseeing tours, entertainment and activities for tourists, local residents and companies. Stromma has a history dating back to 1809 with a strong tradition of historic and cultural values. Today Stromma operates in 15 destinations in Sweden, Norway, Finland, Denmark, Germany and the Netherlands.

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