Since it launched its London Pass in 1999, 2m visitors have used this firm’s smartcards to access more than 60 attractions in the capital at reduced prices. Other cities that use Leisure Pass’s software technology in their visitor cards include New York, Stockholm, Berlin and Paris. The company is led by chief executive Darran Evans, 50, and is majority-owned by private equity firm Primary Capital, which backed a buyout worth more than £30m in 2012. Last year, when sales grew to £53.4m, Leisure Pass Group launched an app that provides live updates and information on last-minute deals for tourists in London.
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