VISIT, a specialist in creating digital solutions tailored to the attractions and tourism industries, has brought its iTicket platform to Skansen, Sweden’s most visited museum and the world’s oldest open-air museum and zoo.
Located on Djurgården in Stockholm, Skansen operates year-round and welcomes around 1.45 million visitors each year. Founded in 1891, the iconic attraction features more than 140 historic buildings, Nordic wildlife, and a funicular railway, making it both a cultural landmark and a living representation of Swedish history.
Now, that heritage has been combined with a digital approach to improve visitor flow, strengthen guest relationships, and future-proof operations.
Moving towards a prepaid, digital-first journey
With three main entrances and significant seasonal peaks, managing visitor flow efficiently can be a challenge. The adoption of VISIT’s iTicket is allowing the attraction to transition towards a prepaid audience, reducing congestion at entry points and streamlining on-site operations.
By encouraging guests to book tickets in advance, or even to do so digitally while in line, Skansen can reduce transaction times at entrances and enable staff to focus on welcoming visitors rather than processing payments.
Beyond operational efficiency, the system also allows Skansen to communicate with guests before, during and after their visit.
For Skansen, digital transformation is about enhancing, not replacing, the traditional experience. While modern systems are being introduced behind the scenes, the on-site experience remains intentionally analogue.
A ticketing engine for long-term growth
From a technical perspective, Skansen approached the project as part of a wider system transformation rather than just a standalone ticketing upgrade. It sought a ticketing engine that would make it easy for customers to buy and change tickets, and that would also integrate with the entrance solution and online travel agents.
This approach facilitates cross-selling, packaging, and collaboration with partners, while maintaining flexibility as Skansen continues to evolve
Skansen’s digital journey demonstrates how cultural and heritage sites can embrace modern technology without losing authenticity. By utilising VISIT’s iTicket, it can enhance operations, build stronger customer relationships, and create a more connected guest experience.
The project shows that digital innovation, when applied thoughtfully, improves visitor experiences while preserving the historic destination's soul, proving tradition and technology can work together.
Last month, VISIT announced new features for the VISIT platform that strengthen the connection between hotels and attractions.
