Go City’s expansion into Eastern Europe with Prague Pass “a pleasant surprise”
Go City has officially expanded into Eastern Europe with the introduction of the All-Inclusive Prague Pass, offering access to over 30 attractions, tours, and experiences in the Czech capital. The new pass includes exclusive access to four attractions not available on other Prague sightseeing passes: Aquapalace Prague, Madame Tussauds, the Story of Prague Museum, and the City Sightseeing Hop-On Hop-Off Bus Tour.
Speaking with WiT, Judy Gauthier, Chief Commercial Officer of Go City, shared insights into the launch, emphasising its unexpected immediate success. “The launch of Go City’s All-Inclusive Prague Pass has been a pleasant surprise. While we expected Prague to match the trajectory of other recent product launches such as Singapore and Madrid, we did not expect sales to come in the moment the pass went live. The immediate take-up prior to the full rollout of our marketing plan indicates that the potential for Prague is even greater than we anticipated.”
“We are, however, tempering our expectations given that we’re in the peak travel season for Prague,” she added.
The All-Inclusive Prague Pass aims to offer greater value at a lower price point compared to Prague’s existing sightseeing passes. A sample three-day itinerary demonstrates how travellers can save up to 48%, or nearly €100, on top attractions and experiences in Prague.
The attractions included in the pass are curated by local destination experts like Filip Olsok, a Czech native and Go City’s Regional Director for Sweden. “Filip—and all of our Regional Directors—personally vet each attraction, tour, and experience on our passes to ensure that they stack up to Go City’s standards,” Gauthier explained.
“While we expected Prague to match the trajectory of other recent product launches such as Singapore and Madrid, we did not expect sales to come in the moment the pass went live,” says Go City CCO, Judy Gauthier
Born in the Czech Republic and having worked and studied for many years in the city, Oslok has a strong connection to Prague. As Gauthier elaborated, “The launch of Go City’s All-Inclusive Prague Pass is a full-circle moment for him. Early in his career, he was a tour guide in Prague, showing travellers from around the world the best the city has to offer.
“Among the criteria we evaluate are reviews, as a litmus test in addition to our experience at the attraction. Post-launch, we continue to monitor reviews and collect feedback from our global teams as a measure of quality control.”
In addition to Europe, Go City is observing significant growth in cities such as Stockholm, Dublin, Madrid, Vienna, and Gothenburg, with year-on-year increases ranging from 10% to 50%. This growth is notable as future bookings for Paris slow down in anticipation of the 2024 Summer Olympic Games.
Prague’s primary source markets include Germany, Poland, Slovakia, the UK, the Netherlands, and the US. However, the city is also seeing increased traffic from the APAC region, spurred by new and returning airline routes. “Within the past 12 months, China Airlines opened a new Taipei-Prague route, Qatar Airways increased their Doha-Prague frequencies, and Korean Air relaunched a Seoul-Prague route after a long hiatus,” Gauthier noted. “Since its launch, we’ve seen immediate take-up of Go City’s All-Inclusive Prague Pass from customers from India, Australia, and Hong Kong. This is all very promising.”
Go City’s expansion into Prague is part of its broader portfolio, which includes 31 destinations across four continents, with 11 in Europe.