Pursuit Attractions and Hospitality Inc (NYSE: PRSU) is an attractions and hospitality company that owns and operates sightseeing attractions, lodges, and related travel experiences in iconic natural destinations. Revenue is generated through admissions to point-of-interest attractions, room nights at lodge properties, and integrated food, beverage, retail, and transportation offerings sold to leisure travelers. As of the 10-K filed February 25, 2026, the portfolio included 17 sightseeing attractions and 29 lodges across the United States, Canada, Iceland, and Costa Rica, with properties concentrated in national park corridors including Banff, Jasper, Glacier, and Denali. The company operates as a single reportable segment. Formerly known as Viad Corp, the company completed the sale of its GES Exhibitions and Spiro trade-show businesses during FY2024, relaunched as Pursuit, and began trading under the PRSU ticker on January 2, 2025. On January 21, 2026, Pursuit entered a definitive agreement to sell its Flyover immersive flight attractions to Brogent Technologies Inc. for approximately $78.4 million in cash.

Revenue model

Transactional revenue from attraction admissions, hotel room nights, food and beverage sales, retail sales, and transportation services sold directly to leisure travelers at properties in national park and iconic natural destinations.

Products and services

Sightseeing attractions including Banff Gondola, Jasper SkyTram, Golden Skybridge, Maligne Lake Cruise, and Open Top Touring; geothermal wellness experience Sky Lagoon in Iceland; eco-luxury resort Tabacón Thermal Resort and Spa in Costa Rica (acquired July 1, 2025, 105 rooms); lodge and hotel properties across the Banff Jasper Collection (approximately 1,220 rooms), Glacier Park Collection (approximately 630 rooms), and Alaska Collection (approximately 520 rooms); integrated food and beverage, retail, and transportation offerings at each destination.

Customers and end markets

Leisure travelers drawn from major markets including the United States, Canada, Asia Pacific, Western Europe, and Central America, visiting national parks and iconic natural travel destinations.

Value-chain role

Vertically integrated operator of destination attractions and lodging, controlling the full guest experience from sightseeing admission through on-site accommodation, dining, retail, and transportation within each destination cluster.

Geographic exposure

United States (Glacier National Park, Alaska including Denali), Canada (Banff National Park, Jasper National Park, Golden British Columbia), Iceland (Kópavogur near Reykjavík), and Costa Rica (Arenal region). Operations described as global in the 10-K filed February 25, 2026.

Source: SEC 10-K, filed 2026-02-25

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