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LPG acquires Stockholm Pass

[London, January 12, 2021] Leisure Pass Group (LPG), the world's largest multi-attraction pass business, has acquired the Stockholm Pass, from long-time strategic partner Stromma. LPG, recently recognized in the Sunday Times Top Track 250, plans to upgrade the product to a fully digital solution, leveraging Go City’s app-based technology, and capitalizing on the growing demand for mobile solutions from customers.

The Stockholm Pass grants visitors free entry to over 60 top attractions, museums, and tours in Stockholm. As one of the oldest pass products in Europe, Stockholm Pass was created in 1981 as a collaborative project with Stockholm Information Service and key industry partners to promote and sell the Stockholm experience to sightseers.

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 Stockholm Pass in its entirety.

LPG operates in more than 35 cities spread across five continents. More than three million sightseers rely on the convenient and flexible digital passes to make 16 million attraction visits each year. With 60+ attractions included on the pass, the acquisition of Stockholm Pass will see LPG add another destination, enabling its customers to sightsee the world, while providing Stockholm’s attraction partners with a broader range of marketing capabilities and technology solutions.

“We are delighted to bring the Stockholm Pass into the LPG and Go City family. Customers love the savings, choice and experience that Stockholm Pass offers, allowing them to unlock the city. Our aim is to build on an already strong product, which includes the best attractions, tours and activities in the city, by enhancing the customer experience through the Go City mobile app. We also look forward to continuing our partnership with Stromma, both in Stockholm and other European cities” comments Jon Owen, CEO of Leisure Pass Group.

Patric Sjöberg, CEO of Stromma Group, adds, “Leisure Pass Group will be an important strategic partner for 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 Stockholm giving all of us at the destination a strong marketing - and distribution channel to the tourist.”

LPG and Stromma will continue to work in partnership to power other cities under the Stromma umbrella, including Gothenburg, 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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