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Writer's pictureCarlo Velasco

Go City Celebrates 25 Years of The London Pass with Special ‘Back to ’99’ Promotion

Go City, the global leader in sightseeing and attraction passes, is celebrating the 25th anniversary of its flagship product, The London Pass®, by offering a nostalgic treat for travelers. As part of the celebrations, a limited number of passes will be sold at their original 1999 prices. For just £22 (approximately $28) for adults and £14 (approximately $18) for children aged 5-15, travelers can unlock access to London’s top attractions, just like in the good old days.


“For 25 years, Go City has made exploring cities more affordable and enjoyable,” said Jon Owen, CEO of Go City. “We’re thrilled to celebrate this milestone with our customers and partners who have supported us on this journey. Together, we’ve redefined city vacations, and we’re excited to continue innovating over the next 25 years.”

A Revolutionary Journey in Tourism

Since its inception in 1999, Go City has transformed how travelers experience the world’s most iconic cities, starting with The London Pass®. The company has pioneered industry-first innovations, such as:

  • The first dedicated website for attraction passes.

  • A mobile app downloaded 1.7 million times on iOS since 2019.

  • The recent launch of GoBot, a generative AI assistant that instantly resolves 60% of customer inquiries in seven languages, providing seamless support.


Today, The London Pass® offers access to over 95 attractions, tours, and experiences, including 25 partners who have been with the pass since its debut. Highlights include:

  • Tower of London

  • Kensington Palace

  • St. Paul’s Cathedral

  • Hampton Court Palace

  • London Zoo, and more.


Limited-Time ‘Back to ’99’ Sweepstakes

To celebrate, Go City is offering winners of the ‘Back to ’99’ sweepstakes the opportunity to purchase The London Pass® at its original prices. Passholders can enjoy unlimited access to attractions over one, two, or three days at unbeatable rates:

  • £22 for adults, £14 for children – One-day pass

  • £39 for adults, £24 for children – Two-day pass

  • £49 for adults, £30 for children – Three-day pass

The sweepstakes closes at 11:59 p.m. ET on Thursday, November 21, 2024. Winners will receive a single-use promo code to purchase up to two passes. For details and to enter, visit www.londonpass.com/en/back-to-1999.

Flexible Sightseeing for the Modern Traveler

Go City continues to deliver value and convenience with two pass options:

  1. All-Inclusive Pass: Unlimited access to attractions during the pass duration.

  2. Explorer Pass: Entry to a set number of attractions, valid for 60 days.

Both options include skip-the-line privileges at select locations, discounts on shopping and dining, and the freedom to explore at one’s own pace.


Terms and conditions apply. Winners will be notified by email and must redeem promo codes within 48 hours. Promo codes are valid for two passes only. Non-transferable, no cash alternatives.

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