START-UP company The London Pass is to launch a smart card on Wednesday, combining travel on London transport with entry to 47 of the capital’s attractions.
The scheme encompasses travel on Tubes, buses and trains and attractions such as the Tate Gallery, St Paul’s Cathedral, HMS Belfast and the London Aquarium.
The London Pass managing director Andrew Grahame said the venture had been modelled on successful initiatives in 30 European cities including Stockholm, where the smart card is used by 5% of all inbound visitors.
“What we are going to do is make London more attractive as a tourism destination,” he said. “We are going to make it easier to visit and make it feel less expensive. Research shows that visitors think London is getting more expensive.”
The pass costs £17.90 for a day, £42 for three days and £74 for six days. This compares against a cost of £200 for entrance to all attractions.
Initially the cards will be sold through overseas tourist offices and sales agents and via a live booking facility on the company’s Web site.
It is hoped they will be sold through UK agents by Christmas. The Web site address is www.londonpass.com.