Pophouse Entertainment Group bets on Swedish tech for future growth

Pop House partners up with the industry leading e-commerce provider Visit Group to optimize sales, packaging and global distribution of all their remarkable experiences.

Pophouse Entertainment Group owns and operates ABBA The Museum, Pop House Hotel, Hasselbacken and Circus. The new addition, Space, is a digital culture center in the heart of Stockholm city. Avicii Experience is a part of Space and opens its doors to the world on February 26th 2022!

Pophouse Entertainment Group has picked Visit Group as the main e-commerce platform partner to realize these opportunities.

– We have been scanning the northern European market for a new tech partner for more than a year before the decision to partner up with Visit Group. First and foremost, we were looking for a modern and forward-thinking SaaS technology platform for sales, packaging and distribution of all types of attraction tickets and accommodation offers. We are impressed with the capacity and flexibility in Visit Group’s new platform, iTicket, that is the core in our new solution. It is our firm belief that the business model and the cultural fit of our technology partner is critical for our future success. After looking at options all over Europe, we found the best match right here in Sweden, says Victor Fredell, Pophouse Entertainment Group’s CIO.

Visit Group’s CEO, James Dixon, is excited about the new cooperation for a number of reasons:

The Pophouse Entertainment Group array of experiences is appealing to both international guests as well as to locals, and there are great growth opportunities in dynamic packaging, B2B sales and global distribution.

– This is the partnership that we have been striving for in the attractions space ever since we learned about Pophouse Entertainment Group’s plans to consolidate all sales, packaging and distribution into one platform. We have built our platforms for this level of ambition, and we are looking forward to proving our capacity to our new partner and their customers. We also believe that some really inspiring B2B partnerships will emerge in Stockholm as a result of this since we already have Strömma, Junibacken, Skansen, Tekniska Museet, Oceanbus, Nordic Choice Hotels and Viking Line in the same SaaS platform to name a few.

Hasselbacken and Pop House Hotel have been optimizing their direct booking strategy with Visit Group’s hotel platform, BookVisit, since 2019. ABBA the museum has optimized operational efficiency and online sales with Visit Group’s attraction platform, iTicket, since May 2021.


For more information please contact:

James Dixon James Dixon, CEO, Visit Group
+ 46 (0)702 841 650
[email protected]
Victor Fredell Victor Fredell, CIO, Pophouse Entertainment Group
+46 (0)707 916 644
[email protected]

About Pophouse Entertainment Group

Pophouse Entertainment Group was founded by Björn Ulvaeus and Conni Jonsson in 2014. The company group owns and operates ABBA The Museum, Pop House Hotel, Cirkus, Hasselbacken and Space. The group is selected to operate the culture scene in Gasverket i Hjorthagen. 

About ABBA The Museum

ABBA is one of the most successful pop groups of all time, having sold more than 380 million albums. At ABBA The Museum you can experience the band’s history, while taking part in it too by trying on virtual ABBA stage costumes, singing in the Polar Studio or mixing original music. You can also get up on stage with ABBA avatars and become the fifth member of ABBA. ABBA The Museum is live with iTicket since the reopening in May 2021. 

About Avicii Experience

Avicii Experience will be an immersive interactive exhibition that will bring its visitors closer to the artist Avicii and the person Tim Bergling. The audience will follow Tim’s journey from a reclusive music nerd to a celebrated superstar, from his boyhood room where it all started to the Los Angeles studio where the biggest hits were created. The museum will include memorabilia, unseen photos and video, plus published and unpublished music. 


SPACE is a digital culture center, opening in 2021. The unique concept combines gaming, music, and content creation, the key ingredients of digital culture, in a physical place. Space aims to provide an environment enabling people to connect, collaborate and create communities in an instant - influencing youth, culture and society at large. The destination will consist of an arena, a gaming center, production studios, restaurants, cafes and a gym.

About Visit Group

Visit Group International AB develops three SaaS travel technology brands and each platform is designed for its niche in tourism. In short, BookVisit is the fastest growing accommodation e-commerce platform in the Nordics due to unparalleled direct booking performance. iTicket is an end-to-end solution tailored for day tours and attractions. When our customers combine the platforms with our multiproduct and multisupplier CRS, Citybreak, they design a local tourism ecosystem with infinite potential. The Citybreak platform also enables inbound tourism companies such as Ski Resorts, Tour Operators, DMCs and Destination Marketing Companies to sell, combine and distribute tourism products sourced from +100 external inventory systems. Today more than 300 Citybreak operators are growing their businesses with the ready-to-start-packaging inventory ranging from Hotels, Vacation Rentals and Ferry Tickets to Ski Passes, Ski Rental products and Tours & Activities. At Visit Group we are building the digital ecosystem for tourism. 

Visit Group