Sightseeing Made Easy

Open Pass is an online system for selling and redeeming attraction tickets, tours and multi-attraction passes

Designed specifically for the attraction industry, Open Pass connects attractions with distribution partners – from local hotels to global OTAs – and ultimately to the widest possible range of buyers. The platform seamlessly delivers increased sales, whilst offering customers choice and value for money.

Open Pass is the leading destination pass provider in the UK with a range of multi-attraction passes well-established across the country. Our successful model builds long-lasting partnerships between attractions, both large and small, DMOs, hotels and VICs. It provides a complete destination offer that appeals to visitors and is flexible, simple to set up and even easier to use.

If you are looking to reach new audiences and increase revenue, then Open Pass is the solution!

Open Pass. One System. Endless Options.

The Open Pass system is designed to be flexible. The core of our belief is to increase options and opportunities within the tourism industry. We have developed a solution that connects and sells any attraction’s tickets through our network of trade partners as well as the option to group tickets together as part of personalised itineraries or multi-attraction passes. Our trade partners all have the option to sell individual tickets, from non-allocated admissions through to allocated timed bookings.

Open Pass also provides a complete management and booking system that underpins a number of guided tour products in the UK, including Cantab Tours, Discover Newmarket, Experience Oxfordshire and Rutherfords Punting Company. From regular scheduled tours to one-off and private tours Open Pass seamlessly handles it all offering our clients ultimate flexibility.

Whether it’s a traditional attraction entry or a timed departure for a tour, once a partner is working with us we can easily connect them to trade partners with a click of a button.

We work with a wide range of attractions across the UK, as well as DMOs, hotels and OTAs as part of our expanding marketplace that builds relationships and sales across all aspects of tourism.

Destination Passes

Open Pass Map

The Open Pass system operates several of the top multi-attraction passes in the UK – from Edinburgh to York and Shakespeare’s England. We work closely with DMOs and other partners to design passes to meet their individual requirements. Using the Open Pass system means that a truly bespoke product can be created. 

Developing a destination pass has many benefits – it builds and solidifies relationships between attractions and partners, creating a complete destination offer and encouraging new visitors.  Attractions enjoy increased visitor numbers, partners receive an additional revenue stream and customers save money with greater choice and flexibility.

We handle everything from contracts through to training and unlimited support. We can assist with pass branding and build your pass website if required. Once a pass is set up the Open Pass system manages all aspects including bookings, admissions, invoicing and commission payments. It really is that simple!

Why Choose Open Pass?

Within the Open Pass team, we have a wealth of experience in a range of industries including tourism, finance and software development.​ All of which combine to make us leaders in our field and the best placed people to help your business achieve its goals.​

We work with a broad range of businesses in the tourism industry, including DMOs and visitor attractions – as well as national and international travel agents, tour companies and hotel groups and we know how the industry works.

Experience and Knowledge

Reach New Customers

Connect Directly to Existing Trade Partners

Sell Through Established Relationships

Electronic Tickets

Open Tickets or Timed Entry

Increase Sales

Cutting Edge Software

Open Pass have worked with Visit York for six years, initially using the Open Pass System to provide & host an operational & CMS system to enable us to operate our city sightseeing card York Pass. And more recently the development of a new website, both the website and CMS have been instrumental in the development and growth of our online sales over recent years.

From project onset, their interpretation of the initial brief has been superb and showed creativity and understanding of what is required for a sales site. Ongoing support through transition to a new operational platform was professional at all times with all projects supported with regular review.