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LPG acquires the Amsterdam Pass

The Amsterdam Pass has been acquired by the world's largest city pass company, Leisure Pass Group (LPG), from long-time strategic partner Stromma, in a move that will see the product go fully digital.

The Amsterdam Pass gives admission to over 50 attractions, museums and tours, including the Heineken Experience, Rijksmuseum, Moco Museum, A'DAM Lookout, Amsterdam Canal Cruise and more. Plus, the OFF Hop-on Hop boat option makes it easy for visitors to go at their own pace as they explore dozens of attractions around the city. The Amsterdam Pass was created in 2018 as a collaborative project between Stromma and leading tourism industry partners to promote and sell the Amsterdam experience to tourists. The pass saves travelers over 50% on entrance fees and best of all, it gives you the opportunity to visit lesser-known spots and attractions that many visitors would not normally consider.

With signs of a renaissance 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 for Stromma in the future as well. Our new partnership will ensure that we utilize each other's strengths and create the best conditions for an even stronger city pass in Amsterdam, giving all of us at the destination a strong marketing and distribution channel for the tourist", says Carola Hoekstra, CEO of Stromma Netherlands.

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

Leisure Pass Group and Stromma will continue to work in partnership, with no disruption to current service.

About Go City

Go City, owned by Leisure Pass Group, is the most popular City Card in the US and operates in over 25 cities worldwide. Offering choice, convenience and savings, Go City allows customers to save ahead of their trip while retaining the flexibility to choose where to go for the day. All digitally delivered, the Go City app offers contactless entry to an attraction by scanning the pass directly from a smartphone device. Just scan, enjoy and explore.

About the Leisure Pass Group

Leisure Pass Group (LPG) is the largest City Card company in the world, operating in more than 35 destinations on five continents. Their passes allow visitors to some of the world's largest cities to experience top attractions, tours and activities, saving time and money. In 2019, LPG passes yielded more than 16 million visits to attractions. With proprietary technology at the core of the business, LPG develops City Cards to create a better way to see a city.

About Stromma

With a long history that started in 1912 with Rederij Bergmann and Meijer's Rondvaarten (1920s), Stromma Netherlands has become the oldest and one of the largest tourism companies in Amsterdam with a sustainable fleet. Stromma Holanda is part of the Swedish group Stromma (Strömma Turism & Sjöfart). Stromma is the leading provider of tourism experiences in Northern Europe. Stromma offers experiences that aim to give each guest memories for a lifetime. These experiences focus on sightseeing, entertainment and activities for tourists, locals and businesses. Stromma has a history dating back to 1809 with a strong tradition of historical and cultural values. Today Stromma operates to 15 destinations in Sweden, Norway, Finland, Denmark, Germany and the Netherlands.