Canadian-built vehicle reduces emissions and offers a quieter, more immersive way for guests to experience the Athabasca Glacier as part of the Columbia Icefield Adventure

COLUMBIA ICEFIELD, Alberta--(BUSINESS WIRE)--May 20, 2026-- Pursuit Attractions and Hospitality, Inc. (Pursuit) (NYSE: PRSU) today launched the world’s first electric Ice Explorer as part of the Columbia Icefield Adventure in Jasper National Park, Alberta, marking a thoughtful evolution in how guests experience one of the world’s most iconic and sensitive landscapes, the Athabasca Glacier. The vehicle is now operating as part of the regular fleet on the Athabasca Glacier, charging through onboard bifacial solar panels and regenerative braking.

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The pilot launches at a moment when Canada’s national parks are increasingly focused on how tourism can provide access while exercising environmental responsibility. Pursuit has long maintained that welcoming guests and caring for iconic places are not competing priorities, a core belief of its Promise to Place. Advances in electric vehicle technology are now enabling new approaches to glacier access that reflect that commitment.

“The Columbia Icefield is one of the most significant places where we operate and how we show up here matters,” said Stuart Back, Chief Operating Officer, Pursuit Banff Jasper Collection. “Starting with one vehicle is intentional. It allows us to deepen guest connection, learn in real-world conditions, and apply those learnings thoughtfully over time. This is what it looks like to put our Promise to Place into practice.”

For guests, the connection to place is felt immediately with a quieter cabin that allows the natural sounds of the glacier to come through. The Electric Ice Explorer will be part of the regular Columbia Icefield Adventure fleet and will operate on a planned rotation throughout the season. Every tour includes the same guided interpretation and glacier walk, with a more immersive ride experience. 

Purpose-built from the ground up in partnership with Noble Northern, a Manitoba-based leader in heavy-duty electric vehicle conversions, the Electric Ice Explorer is the world’s first electrified Ice Explorer designed to operate on glacial terrain. The redesigned frame is more than 50% lighter than the original and integrates bifacial solar panels, regenerative braking, and advanced safety systems designed for glacial conditions – including geofencing technology that automatically manages speed and applies braking in designated areas of the glacier.

The Electric Ice Explorer builds on a series of fleet and facility innovations and represents the next step in reducing emissions on the glacier. Pursuit has fully refurbished 10 of its Ice Explorers, upgrading six with EPA Tier 3 engines and four with EPA Tier 4 engines, significantly reducing nitrogen oxide emissions. Pursuit also replaced its diesel generator system at the Columbia Icefield with propane, reducing the facility's carbon footprint by more than 30%. Based on modelled comparisons, the Electric Ice Explorer takes that progression further, with the potential to reduce 200 to 300 kilograms of CO₂ per day compared to a diesel Ice Explorer operating on the same route.

The pilot will help determine whether electrification can play a larger role in the future of glacier access at the Columbia Icefield.

“We rebuilt this vehicle from the chassis up to be as light and efficient as possible while meeting the demands of glacial terrain,” said Tye Noble, President of Noble Northern, whose team led the engineering and construction of the vehicle. “Five years ago, you wouldn’t have considered six kilowatts of solar to be a possibility on a vehicle like this. That’s what makes this pilot so valuable: the technology is ready to be tested in one of the most demanding operating environments in the world.”

The Electric Ice Explorer reflects Pursuit’s Promise to Place, the company’s commitment to stewarding iconic destinations through continuous improvement, meaningful learning, and long-term care. The pilot is supported in part through the GreenStep EcoFund, a guest-supported initiative that helps fund sustainability projects across Pursuit’s operations.

The Columbia Icefield Adventure is open for the 2026 season. For more information, visit pursuit.com

Images and B-Roll can be accessed here.

About Pursuit

Pursuit Attractions and Hospitality, Inc. (NYSE: PRSU) is an attractions and hospitality company that owns and operates a collection of inspiring and unforgettable experiences in iconic destinations in the United States, Canada, Iceland, and Costa Rica. Pursuit’s elevated hospitality experiences include world-class point-of-interest attractions and distinctive lodges, along with integrated restaurants, retail and transportation that enable visitors to discover and connect with stunning national parks and renowned global travel locations. For more information, visit pursuit.com.

About Noble Northern

Noble Northern Ltd. is a Canadian-based company specializing in heavy vehicle electrification and custom-engineered platforms for demanding environments. The team focuses on integrating advanced power systems, structural redesign, and off-grid capabilities to deliver reliable, low-emission solutions for industrial and tourism applications. With experience converting and building electric vehicles for remote and extreme conditions, Noble Northern is helping lead the transition toward more sustainable operations in some of the world’s most challenging environments. For more information, visit https://noblenorthern.com. 

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Media Contact
Jessica Harcombe Fleming
VP. Public Relations and Communications
corporatemedia@pursuit.com

Source: Pursuit