Alike has introduced customisable digital tourist passes for travellers visiting major global cities, including Dubai, London, Paris and Singapore. The new product aims to give travellers more flexibility by allowing them to choose only the attractions and experiences they want to visit.
Unlike other city passes that offer a limited number of attractions included in a package, Alike’s digital pass uses a “pick-and-choose” system that allows travelers to design their own itinerary based on specific attractions and activities that they have chosen themselves, thereby helping them save money by only paying for what they want to do. The company says users can save up to 50 percent compared with buying individual attraction tickets separately.
The new passes are powered by Infinity, Alike’s proprietary travel technology platform. The system integrates the entire travel journey, from discovering attractions to booking and receiving digital tickets. Travellers receive instant confirmations and QR-code access, which allows entry to attractions without printed tickets and helps reduce waiting time at ticket counters.
According to the company, the launch builds on the success of the Abu Dhabi Pass, which Alike developed and operates for the Department of Culture and Tourism in Abu Dhabi. The initiative reflects growing demand for personalised and experience-driven travel, where travellers prefer flexible itineraries instead of fixed sightseeing packages.
Industry data cited by the company shows that the global city pass market, valued at around USD 2.5 billion in 2024, is expected to reach nearly USD 6.5 billion by 2033. At the same time, the broader personalised travel market is projected to expand from USD 170 billion in 2025 to over USD 315 billion by 2029.
Alike said the new product is part of its global expansion strategy for 2026, with plans to introduce the customisable city passes in more than 25 major destinations across Europe, Asia and North America. The company will collaborate with local attractions and tourism partners while using its technology platform to scale the offering internationally.
Through this initiative, Alike aims to modernise the traditional city pass model by combining technology, flexibility and personalised travel experiences, making it easier for travellers to explore major destinations around the world.
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