The world’s largest multi-attraction pass provider Go City has launched an expansion strategy to boost travel operators in the region amid Thailand’s tourism revival.
Go City has announced Go City Bangkok’s official launch, offering visitors to the Thai capital access to over 25 of the city’s top attractions, destination tours and unforgettable experiences for a single price.
The Covid-19 pandemic put Go City’s transactions on hold for several months before seeing a strong rebound in the US and Europe, where domestic travel is 70-80% back to normal, the company’s chief executive John Owen said.
While the Asia-Pacific may take longer to reopen, the recent travel restrictions lifting in many Asian countries has prompted Go City to reintroduce a revised version of its flagship product to this market, hoping to provide options to serve incoming inbound and outbound Thai tourists.
With its new business model, Go City plans to offer passes in more than 30 cities globally to more than 3 million active customers, accounting for 30% of the global market for these services.
By 2022, the company added Bangkok to its Asia-Pacific locations list, alongside Seoul, Kuala Lumpur and Tokyo, in addition to existing Singapore and Hong Kong.
Mr. Owen revealed that Go City had partnered with 30 attractions and tours in Bangkok but planned to bring the options to at least 40 after including 10-15 more locations on the pass as the capital experiences high demand from European and American tourists.
Attractions available in Bangkok include Chinatown Food Tour, Chao Phraya River Dinner Cruise, King Power Mahanakhon Skywalk, and Tuk Tuk Night Tour.
After its launch in February 2020, Go City generated great interest from travelers in long-distance markets such as the United Kingdom, Canada, and the United States, which represent 60% of its sales. However, the pandemic forced the company to reinvent its business around the customer and change its brand.
The world tourism leader has also put in place a strategy to promote the Go City pass in cities that Thai customers can visit now that local travel rules have been simplified to allow overseas travel.
In 2020, Thai travelers made up the fifth largest market in the region, with the 90-attraction London Pass feeling the locals’ favorite and accounting for 49% of purchases.
However, Go City’s key goal is to help lesser-known attractions get more visitors with 1-, 2-, and 3-day passes that encourage tourists to explore new places.
“Go City Bangkok’s launch is a first step, but we’re equally excited to improve the experience for Thai travellers, as they look to return to destinations including London, New York and Paris, which were the most popular cities in the Go City portfolio amongst Thai travelers in 2019,” Mr. Owen said.
“We’re confident in traveler demand into and out of the region – stay tuned for expanded product offerings in our current destinations, as well as new city launches in Seoul and Tokyo,” he added.
