Pursuit Collection

Inclusion, diversity and unflinching authenticity makes us who we are at Pursuit.

When we feel safe to be ourselves, we’re open to sharing our experiences and ideas and, in turn, build a more genuine and innovative community. Believing the transformative effect of inclusion guides our strategic directives and daily interactions within every Pursuit collection, property and experience.

In 2022, we continued to celebrate culture, diversity and joy, as demonstrated through these team-driven LGBTQ2S+ initiatives.

Pride in the Sky

In early 2022, conversations between FlyOver Canada team members in Vancouver prompted a proposal for an internal LGBTQ2S+ focused Pride Committee. The committee’s mission fit perfectly with FlyOver’s inclusive philosophy and the group soon began meeting monthly to brainstorm grassroots initiatives.

A waterbottle with a Vancouver Canada rainbow sticker on it.
A wall of magnets in a gift shop that show Vancouver Canada with a rainbow around it.

Shortly after forming, the committee enrolled FlyOver Canada in the Vancouver Police Department’s Safe Place program, identifying the Canada Place location for LGBTQ2S+ community members to seek shelter if they ever felt unsafe. The committee also made changes behind the scenes, including the introduction of gender-inclusive washrooms and change rooms for team members. During Pride Month in June, FlyOver Canada celebrated with a rainbow-inspired menu at the Flying Whale Waterfront Cafe featuring slushies and cake pops.

In addition to the Pride Committee’s many achievements, operations manager Jim Greenham says the initiative has been profound in creating a “safe, inclusive environment for people to be and become their authentic selves.”

Pride beyond the Shoreline

Kenai Fjords Tours’ Rainbows over Resurrection Cruise returned to the waters beyond Seward for its third edition in 2022, hosted in partnership with Seward Pride Alliance. The four-hour celebratory wildlife cruise, with pride décor and live DJ entertainment, set sail in June as part of the port city’s weekend pride events.

In addition to operating the tour, Kenai Fjords Tours also donated cruise tickets to Seward Pride for their fundraising raffle. And on the final day of the Pride weekend, Seward Windsong Lodge provided food for the farewell barbecue hosted in the Branson Pavilion downtown.

Mountaintop Drag

October 2022 saw the Banff Gondola bring pride to the summit once again with its second annual Banff Pride Mountaintop Drag Show series. The ever-popular shows, held over two evenings, fit within our world-class attraction’s three key brand pillars: Adventurous & Fun, All Welcoming and Authentic & Iconic. Given the Banff Gondola’s guiding principle that everybody deserves to feel safe and welcome, performances were family-friendly, with local drag queens performing to a full house of all ages at 7,486 feet.

Pride Brunch at Banff Gondola

Five dollars from each ticket was donated back to the community, leading to more than CA$26,000 being split between local organizations, including the Banff Pride Society.

Celebrations by Seaside

Sky Lagoon made a splash in support of Samtökin ‘78, Iceland’s LGBTQ2S+ interest and activism association, by hosting two unique events during the Reykjavík Pride Festival.

On the evening of August 4, 2022, Hinseginn kórinn — Reykjavík's queer choir — performed acapella for Sky Lagoon guests with a set of traditional folk and pop songs. The following day, in collaboration with the Ýmir Sailing Association, Sky Lagoon held a pride parade at sea with boaters and kayakers, adorned with colorful flags, sailing past the infinity edge lagoon while cheering and waving to guests. Additional Pride Week celebrations included serving a locally brewed “Pride Pale Ale,” setting up rainbow-inspired décor, purchasing full-page celebration messages in Iceland’s largest newspapers, sporting multi-color Sky Lagoon pins and providing gift certificates to event volunteers.

We’re sending a powerful message that everyone is welcome at Sky Lagoon.”

To strengthen year-round inclusivity offerings — like gender-neutral change rooms — Sky Lagoon also partnered with Pink Iceland, a travel company dedicated to creating welcoming experiences for the LGBTQ2S+ community, to ensure the lagoon operates as an inclusive destination for all guests.

“The traditional bathing ritual is the heart of Icelandic culture,” says Ragnheiður Harpa Haraldsdóttir, Sky Lagoon’s guest experience and marketing manager. “By providing gender-neutral changing rooms to guests, we’re sending a powerful message that everyone is welcome at Sky Lagoon.”

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