Go City—the world’s leading sightseeing and attraction pass brand with 60% global market share—is proudly celebrating the 25^th anniversary of its inaugural product, The London Pass.

To mark this milestone, alongside a history of revolutionizing the attractions industry and how people experience the world’s top destinations, Go City is taking travelers ‘Back to ’99’, offering a limited number of passes at their original price. One-day passes start at £22 (approximately $28) for adults and £14 (approximately $18) for children ages 5-15.

“For 25 years, Go City has helped travelers explore the best a city has to offer, at an incredible price,” said Jon Owen, Go City CEO. “We’re proud of the role we’ve played in advancing the attractions sector, and grateful to our 1,500+ attraction partners who have been on this journey with us. Together, we’ve revolutionized the city vacation space by building products that meet the diverse needs of passholders. Over the next 25 years, we look forward to continuing to enhance the traveler experience through new technologies and innovations that enable them to more see more and save more.”

Since its inception, Go City has been at the forefront of transforming how travelers experience the world’s most iconic cities. For more than two decades, Go City has consistently met travelers’ evolving needs with industry-first technology innovations. This includes the first dedicated website, the first mobile app—which has had 1.7 million iOS downloads since 2019—and most recently, the first generative AI assistant, GoBot. Launched in August 2024, GoBot has resolved 60% of customers’ inquiries with instant answers and support in seven languages, all without the need to speak to a representative.

The silver jubilee of The London Pass by Go City applauds a product that offers access to over 95+ attractions, tours, and experiences in London, including 25 longstanding partners that were on the pass’ original line-up in 1999:

• London Zoo
• Kew Gardens
• Cutty Sark
• Florence Nightingale Museum
• Guards Museum
• London Transport Museum
• Royal Air Force Museum, London
• London Museum of Water & Steam
• Fan Museum
• London Canal Museum
• Tower of London
• Jewel Tower
• Kensington Palace
• Royal Mews
• Southwark Cathedral
• Westminster Abbey
• Hampton Court Palace
• Windsor Castle
• Eltham Palace
• London Bicycle Tour
• Estorick Collection of Modern Italian Art
• St Paul’s Cathedral
• Curzon Cinemas
• QUEENS Ice Skating

The ‘Back to ’99’ sweepstakes will allow a limited number of winners to purchase The London Pass® at its original price. Passholders can use the all-inclusive pass to enjoy an unlimited number of Go City attractions in one of the most visited cities in the world for as low as:

• £22 for adults and £14 for children – One-day pass
• £39 for adults and £24 for children – Two-day pass
• £49 for adults and £30 for children – Three-day pass

The sweepstakes runs through 11:59 p.m. ET on Thursday, November 21, 2024. Winners will be selected at random and will be provided a single-use promo code valid for the purchase of up to two passes at their price in 1999*. For more information about ‘Back to ’99’ and to enter, visit: www.londonpass.com/en/back-to-1999.

About Go City

Go City—the world’s leading sightseeing pass brand with 65% of global market share—is transforming the way people experience the world’s greatest destinations. All delivered digitally, Go City enables travelers to save on sights, discover more, and plan with ease by unlocking access to more than 1,500 attractions in 25+ destinations across North America, Europe, Asia, and Oceania for up to 50% off compared to the cost of purchasing individual attraction tickets.

The All-Inclusive Pass offers an unlimited number of free, one-time entries to attractions throughout the pass, while the Explorer Pass offers free, one-time entry to a chosen number of attractions for 60 days. Both passes include easy entry, skip the line at select attractions, additional discounts at attraction cafes, gift shops, and more. With Go City, pass holders have the flexibility and freedom to choose what attractions, tours, and experiences they want, when they want them.