Pursuit

What Pursuit does

Pursuit Attractions and Hospitality Inc. (NYSE: PRSU) is a publicly traded attractions and hospitality company operating 17 world-class attractions and 29 distinctive lodges across iconic destinations in the United States, Canada, Iceland, and Costa Rica. The company is organized into six sub-brands: the Banff Jasper Collection (featuring Banff Gondola, Columbia Icefield Skywalk, Jasper SkyTram, Golden Skybridge, Lake Minnewanka Cruise), Alaska Collection (Kenai Fjords Tours, Denali Backcountry Lodge, Talkeetna Alaskan Lodge), Glacier Park Collection (Glacier Raft Co., Grouse Mountain Lodge/Hotel Whitefish), Sky Lagoon (Iceland), Tabacón Thermal Resort & Spa (Costa Rica, acquired July 2025), and Flyover (immersive flight rides in Vancouver, Las Vegas, Chicago, and Iceland). Corporate headquarters are in Denver, Colorado, with operations hubs in Calgary, Banff, Jasper, Whitefish, West Glacier, Reykjavík, Anchorage, Vancouver, Las Vegas, Chicago, and Alajuela.

Pursuit's technology stack includes point-of-sale systems for attractions and lodges, reservation platforms, and integrated guest experience management across 46 properties. Notable proprietary innovations include the Electric Ice Explorer (built with Noble Northern, featuring bifacial solar panels and regenerative braking) and Nightrise at Banff Gondola (an immersive winter experience built in collaboration with Moment Factory and Stoney Nakoda Nation incorporating Indigenous storytelling). The company is investing over $300 million into growth projects through 2030, anchored by the transformation of the 144-room Grouse Mountain Lodge into Hotel Whitefish with a new 8,250 sq ft Event Pavilion opening in Fall 2026.

The business model spans five revenue streams: attraction admissions and tickets (Banff Gondola, Columbia Icefield Adventure, Sky Lagoon, Tabacón, Flyover rides), lodging and hospitality (29 lodges across four countries), dining experiences (Sky Bistro, Aalto, lodge restaurants), retail and merchandise, and transportation and tours (Brewster Express between Calgary and Jasper, Open Top Touring, Lake Minnewanka Cruises). Distribution combines direct-to-consumer online booking via pursuit.com, a travel trade Partner Resource Hub serving travel agents and tour operators, on-property sales, transit partnerships with ROAM Transit, and dedicated event sales for weddings and group bookings. Pricing is variable by experience, location, and season and is not publicly disclosed in tiers; quotes are provided on inquiry.

Name

Pursuit

Legal name

Pursuit Attractions and Hospitality Inc.

Website

https://pursuit.com

Company type

Public

Founded year

2016

Operating status

Operating

Headcount range

1–10 employees

Short description

Pursuit Attractions and Hospitality Inc. (NYSE: PRSU) operates 17 world-class attractions and 29 distinctive lodges across iconic destinations in the US, Canada, Iceland, and Costa Rica, serving leisure travelers and travel trade partners through its Banff Jasper, Alaska, Glacier Park, Sky Lagoon, Tabacón, and Flyover sub-brands.

Ownership category

akta.pro rank

Product category

Tourism and Hospitality

NAICS

Nature Parks and Other Similar Institutions (712190), Amusement Parks and Arcades (7131)

SIC

Hotels, Rooming Houses, Camps & Other Lodging Places (7000), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Ski & Mountain Full-Service Hotels (THAGAAAJ)

akta.pro secondary industries

Recreation & Activity Services (Hiking, Boating, Climbing, Fishing—Guided/Authorized) (THAAAGAF), Winter Adventure & Mountain Resorts (Ski, Snowboard, Snow Activities) (THAAAAAK), Mountain & Ski Luxury Resorts (THAGACAB)

Keywords

• Attractions and hospitality
• Destination tourism experiences
• Mountain resort lodging
• National park tourism
• Iconic sightseeing attractions

Headquarters

HQ city

San Francisco

HQ country

United States

HQ region

North America

Offices12 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D, Supply Chain

Revenue model

1. Attraction Admissions: Revenue from 17 world-class point-of-interest attractions including Banff Gondola, Columbia Icefield Skywalk, Flyover rides, Sky Lagoon, and Tabacón Thermal Resort. Tickets sold directly and through partners.
2. Lodging & Hospitality: Revenue from 29 distinctive lodges across iconic destinations including Glacier Park Collection, Banff Jasper Collection, Alaska Collection, and hotel properties. Includes room rentals, event spaces, and conference facilities.
3. Dining Experiences: Revenue from on-site restaurants and dining venues including Sky Bistro, Aalto, Foraker Restaurant, and various lodge restaurants. Features seasonal menus with local ingredients.
4. Retail & Merchandise: Revenue from retail stores at attractions and lodges offering merchandise, photo products, and guest convenience items.
5. Transportation & Tours: Revenue from sightseeing tours, Brewster Express transportation between Calgary/Banff/Lake Louise/Jasper, Open Top Touring, and Lake Minnewanka Cruises. Includes shuttle services with partner transit systems.

Go-to-market motion3 records

Distribution channels5 records

Marketing channels6 records

Core offering

Pursuit owns and operates 17 world-class attractions and 29 distinctive lodges and hotels across iconic mountain, glacier, fjord, and geothermal destinations in the U.S. (Montana, Alaska), Canada (Alberta), Iceland, and Costa Rica. Its offerings span attraction admissions (gondolas, skywalks, tramways, cruises, rafting), lodging and food-and-beverage, guided tours, and immersive and thermal spa experiences. Sub-brands include the Banff Jasper Collection, Alaska Collection, Glacier Park Collection, Sky Lagoon, Tabacón, and Flyover.

Product overview

Pursuit is an attractions and hospitality company operating a portfolio of 17 world-class point-of-interest attractions and 29 distinctive lodges across iconic destinations in the United States, Canada, Iceland, and Costa Rica. The portfolio is organized into sub-brands including the Banff Jasper Collection (featuring the Banff Gondola, Columbia Icefield Skywalk, Columbia Icefield Adventure with Electric Ice Explorer, Jasper SkyTram, Golden Skybridge, and Lake Minnewanka Cruise), Alaska Collection (Kenai Fjords Tours, Denali Backcountry Lodge, Talkeetna Alaskan Lodge), Glacier Park Collection (Glacier Raft Co., Grouse Mountain Lodge/Hotel Whitefish), Sky Lagoon (Iceland), Tabacón (Costa Rica), and Flyover (Vancouver, Las Vegas, Chicago, Iceland). Integrated services include dining experiences like Sky Bistro and Aalto, Brewster Sightseeing transportation, and immersive experiences like Nightrise at Banff Gondola. The company operates as a platform of complementary attractions, lodges, dining, and transportation that enable visitors to discover and connect with stunning natural destinations.

Differentiator

Problem solved

Functional benefit

Brands

• Alaska Collection: Collection of attractions and lodges in Alaska including Kenai Fjords tours, Denali backcountry lodge, and Talkeetna Alaskan Lodge
• Banff Jasper Collection
• Glacier Park Collection
• Sky Lagoon
• Tabacón
• Flyover

Products and services

• Banff Gondola Sightseeing gondola ride ascending Sulphur Mountain in Banff National Park, offering summit dining, observation boardwalk, and year-round immersive experiences for leisure travelers visiting the Canadian Rockies.
• Columbia Icefield Adventure Guided glacier excursion onto the Athabasca Glacier aboard an Ice Explorer vehicle, offered to travelers in the Canadian Rockies Jasper corridor as part of Pursuit's flagship mountain attraction portfolio.
• Columbia Icefield Skywalk Glass-floored observation walkway suspended above the Sunwapta Valley at the Columbia Icefield, providing interpretive canyon views for visitors to the Jasper region.
• Jasper SkyTram Tramway ride ascending Whistlers Mountain in Jasper National Park, offering summit dining and alpine interpretive experiences for Canadian Rockies visitors.
• Golden Skybridge Elevated canyon-edge walkway attraction in Golden, British Columbia, marketed as a family-friendly complement to Pursuit's mountain sightseeing portfolio.
• Lake Minnewanka Cruise Scenic interpretive boat cruise on Lake Minnewanka in Banff National Park, offered to travelers as a relaxed, water-based sightseeing alternative to mountain-top attractions.
• Glacier Raft Co.

Quantifiable outcome

• Electric Ice Explorer reduces 200-300 kg CO2 per day compared to diesel Ice Explorers
• +2 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Eleven partnerships are on record, tiered core and minor.

• Stoney Nakoda NationcoreStrategic or Co-development Partner · 1 January 2019Multi-year collaboration with Stoney Nakoda Nation for Nightrise immersive winter experience at Banff Gondola. The partnership involves Indigenous storytelling, traditional language narration in Stoney, and cultural content sharing. Cherith Mark serves as Stoney Nakoda Project Lead, and the collaboration has operated for five seasons.
• Moment FactorycoreStrategic or Co-development Partner · 1 January 2019Montreal-based immersive experience designers collaborating on Nightrise at Banff Gondola. Moment Factory created projections, light installations, and soundscapes that animate the winter landscape, working with Stoney Nakoda stories.
• Noble NortherncoreTechnology or IntegrationManitoba-based company specializing in heavy-vehicle EV conversions. Partnered with Pursuit to develop the world's first Electric Ice Explorer for Columbia Icefield Adventure. Tye Noble led engineering and construction of the vehicle with purpose-built chassis and solar panel integration.
• ROAM TransitminorGTM or Marketing PartnerPartnership to provide car-free travel options for Banff visitors. ROAM Transit Route 1 connects downtown Banff to Banff Gondola, and Route 6 provides free transit with Lake Minnewanka Cruise tickets.
• Banff & Lake Louise TourismminorGTM or Marketing PartnerCollaborative initiative 'Transportation Shift' led by Banff & Lake Louise Tourism, Parks Canada, and Town of Banff to encourage sustainable exploration through public transit, guided tours, cycling, and walking.
• Parks CanadaminorGTM or Marketing PartnerPartnership supporting car-free travel and shuttle services to national park attractions including Banff Gondola and Lake Minnewanka.
• Brewster SightseeingminorChannel Partner/ Reseller/ DistributorPursuit's own transportation brand providing Brewster Express bus service between Calgary, Canmore, Banff, Lake Louise, and Jasper since 1892. Also offers Open Top Touring in Banff.
• Spa JasperminorStrategic or Co-development PartnerLocal Jasper spa business (owned by Erin Shore) operating within Pursuit's Chateau Jasper hotel. Partnership includes spa packages with hotel stays and conference wellness offerings.
• Cushing TerrellminorImplementation/ SI/ Consulting PartnerKalispell-based design firm partnered for Hotel Whitefish transformation project, providing architectural and interior design services.
• Martel ConstructionminorImplementation/ SI/ Consulting PartnerMontana-based construction company engaged for Hotel Whitefish development project.
• Frank Architecture & InteriorsminorImplementation/ SI/ Consulting PartnerArchitecture firm partnered for Hotel Whitefish redesign, creating modern lodge aesthetic inspired by Montana landscape.

Scale indicators9 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Xanterra Travel Collection: Xanterra is the largest U.S. national park concessioner, operating lodges, restaurants, and tour services in Yellowstone, the Grand Canyon, and other national parks — directly comparable to Pursuit's Banff Jasper, Glacier, and Alaska Collections in business model and concession-based operating model.
• Delaware North: Delaware North operates hospitality, retail, and food service at major U.S. national and state parks (including Yosemite and Niagara Falls). It competes with Pursuit for park concession contracts and shares the bundled attractions-plus-lodging-plus-dining model Pursuit operates in the Canadian Rockies.
• Vail Resorts: Vail Resorts owns and operates mountain resorts and lodging in North America, combining ski-lift attractions with hotels and on-mountain dining. The model of integrated mountain destination hospitality aligns closely with Pursuit's Banff Jasper and Glacier Park portfolios.
• Alterra Mountain Company: Alterra Mountain Company owns and operates a portfolio of ski resorts across North America and is investing in year-round destination hospitality. Its combination of mountain attractions and integrated lodging parallels Pursuit's mountain destination strategy.

Broad incumbents

• Aramark: Aramark provides food, hospitality, and facility services across U.S. national parks, convention centers, sports venues, and educational institutions. It overlaps with Pursuit's concessions and lodging services but operates at much greater scale across many non-competing categories.
• Cedar Fair: Cedar Fair operates a portfolio of amusement and water parks across North America. It shares the multi-property destination attractions model with Pursuit (and now Six Flags), though its portfolio is theme-park centric rather than nature-and-park based.
• Six Flags Entertainment: Six Flags operates regional amusement parks across the U.S. Like Cedar Fair, it shares the multi-property paid-attractions operating model with Pursuit but is theme-park focused rather than national-park focused.
• Fairmont Hotels (Accor): Fairmont operates iconic luxury mountain resorts including the Fairmont Banff Springs and Fairmont Chateau Lake Louise, competing directly with Pursuit's Mount Royal Hotel, Chateau Jasper, and other Banff/Jasper lodge inventory in the same catchment.

Regional players

• Kenai Fjords Tours (Major Marine Tours competitor): Major Marine Tours operates cruise and wildlife tours in Resurrection Bay and Kenai Fjords, Alaska, overlapping directly with Pursuit's Kenai Fjords Tours attraction. Comparable in vessel-based wildlife/glacier experiences in the same Alaska geography.

Others

• Princess Cruises (Holland America Group): Princess Cruises operates Alaska cruises that share the same end-customer (Alaska leisure traveler) as Pursuit's Alaska Collection, including Denali-based land extensions. Not a direct competitor but a closely adjacent channel and customer-base peer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/pursuitcollection

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Subsidiaries12 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A2 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Pursuit