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LPG acquires Gothenburg Pass

[London, March 24, 2021] Leisure Pass Group (LPG), the world's largest multi-attraction pass business, has acquired the Gothenburg Pass, from long-time strategic partner Stromma. In combination with their most recent acquisition of Stockholm Pass, the addition of Gothenburg will see Sweden take a front row seat in the Go City brand.

The Gothenburg Pass grants visitors free entry to over 30 top attractions, museums, and tours, and the inclusion of hop-on, hop-off bus and boat services makes it easy for visitors to go at their own pace, exploring dozens of attractions across the city.The pass saves you more than 50% on entry fees and best of all, it gives you the opportunity to visit some of those lesser-known spots and attractions you had never even considered.

While LPG has managed the back office pass validation, e-commerce and on-line marketing services on behalf of the Swedish brand since 2016, the move will see LPG own Gothenburg Pass, along with Stockholm Pass, in its entirety.

LPG operates in more than 35 cities spread across five continents. Over three million sightseers rely on the convenient and flexible digital passes to make 16 million attraction visits each year.

“It’s such a thrill to add Gothenburg Pass to our global portfolio of destinations. We’re very proud to represent such a wide array of cities, and Gothenburg is a very special addition for us - it’s got that “off the beaten path” appeal that resonates well with customers who are venturing out for the first time in a post-pandemic world. We’re excited to partner with the local community to help rebuild the business, but just as important, we expect that adding Stockholm and Gothenburg to the Go City family will help aid in the recovery of tourism across Sweden. We’ll be working hand-in-hand with our partners at Stromma to ensure the pass is digitally enabled and fit for the future,” says Carrie Tayloe, COO of Leisure Pass Group.

Fredrik Duveskog, Business Director Stromma Gothenburg, adds: “We are very glad that Gothenburg Pass has the right conditions to develop even stronger, and the upcoming product development to the Go City mobile app will be a strong and attractive tourist product, which will benefit Gothenburg as a destination. We look forward to continuing to be part of the card. Leisure Pass Group and Stromma will work in close cooperation also in the future.

LPG and Stromma will continue to work in partnership to power other cities under the Stromma umbrella, including Helsinki and Amsterdam, without any interruptions to the current service.


The Leisure Pass Group (LPG) is the largest multi-attraction pass 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 multi-attraction passes to create a better way to sightsee a city. LPG manages and operates a number of products and websites including,,,, and more.


Go City, owned by The Leisure Pass Group, is the most popular multi-attraction pass 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 while 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. The website is


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; Amsterdam, Utrecht, Copenhagen, Århus, Oslo, Bergen, Ålesund, Geiranger, Stavanger, Stockholm, Uppsala, Gothenburg, Malmö, Helsinki and Berlin. Stromma’s brands include the well-known names Göta Kanal Rederiaktiebolag, Paddan Sightseeing, Strömma Kanalbolaget, Canal Tours Copenhagen, Helsinki Sightseeing, Canal Tours Amsterdam, but also unique experiences like Birka (the Viking City), and Vaxholms Kastell. Read more on

Contact: Louis Johnson

EVP Marketing and E-commerce, LPG

[email protected]

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