“Everyone in the world loves a beautiful view,” says David Barry, Canadian-born president and CEO of Pursuit Attractions and Hospitality, Inc. “You bring people from all kinds of countries—no shared language, different religions, different backgrounds—and they all turn and look. We’re in the business of beautiful views.”
David Barry, Canadian-born president and CEO of Pursuit Attractions and Hospitality, Inc. (Photo Credit: Pursuit)
Barry isn’t your typical CEO. When we speak, he’s in Alaska—name tag on, sleeves rolled up, swapping stories about maintenance crews who instinctively bus tables and describing hospitality as a natural home for “the kids in high school who hosted the parties.” It’s clear he leads with heart, humour, and hands-on energy.
He speaks with a level of authenticity that’s refreshingly unscripted. “I don’t want to be a picture on a website,” Barry says. “I want to be David—the guy people know, not the CEO they never see.”
And that might just be the secret sauce behind Pursuit’s expanding global footprint.
Glacier View Lodge, Columbia Icefields, Alberta (Photo Credit: Pursuit)
Pursuit’s portfolio spans Canada, the U.S., Iceland, and now Costa Rica—and includes some of the world’s most breathtaking experiences.
In Canada, the company operates iconic attractions like the Banff Gondola, Columbia Icefield Adventure, Maligne Lake Cruise, and FlyOver Canada in Vancouver.
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In the U.S., guests can explore the wild beauty of Alaska and Montana through the Denali Backcountry Lodge, Glacier Park Collection, and FlyOver Las Vegas.
Iceland’s standout is the Sky Lagoon, a geothermal retreat just outside Reykjavík.
And now, Pursuit adds the renowned Tabacón Thermal Resort & Spa in Costa Rica’s Arenal region to its growing collection—an immersive destination built around a natural thermal river flowing from the base of a volcano.
Tabacon Honeymoon Suite Plunge Pool (Photo Credit: Pursuit)
The Tabacón Move: Iconic, Inspiring, Unforgettable
The company recently acquired the Tabacón Thermal Resort & Spa in Costa Rica, a move Barry says checks all the boxes for Pursuit’s strict acquisition criteria.
“We ask three questions: Is it iconic? Is it unforgettable? Is it inspiring?” Pursuit's CEO says. “If the answer isn’t a clear yes, we move on.”
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For Barry and his team, Tabacón’s thermal river—fed by the Arenal volcano—sealed the deal. “It’s not just a luxury resort. It’s therapeutic, healing, and impossible to replicate,” he told TravelPulse Canada.
Tabacon Thermal Resort, Costa Rica (Photo Credit: Pursuit)
The Costa Rica acquisition is part of Pursuit’s counter-seasonal strategy. With properties in Canada, the U.S., and Iceland, the company is expanding into year-round destinations that continue delivering during winter’s off-peak months.
Chasing Authenticity, Not Just Amenities
“People don’t fly across the world to go to H&M,” Barry quips. “They’re looking for authenticity.”
That authenticity starts with local leadership. “In Costa Rica, our team will be Costa Rican. We’re not flying in a warehouse of Americans or Canadians,” he laughs.
That belief in local ownership extends to team engagement. One example? Pursuit chefs at a Montana property researched comfort foods from the 16 nationalities represented in their kitchen—to make homesick seasonal staff feel seen and supported.
“We’re not perfect, but we listen,” Barry adds. “In our last team survey, we had 11,000 written comments from 4,000 employees. That tells me people care.”
“Wellness” Without the Buzzwords
Pursuit isn’t chasing wellness as a trend—it’s living it.
Barry points to a surge in guest preferences for non-alcoholic cocktails and wellness-driven experiences across all age groups.
“It’s less about your age and more about your mindset,” he says, referencing a Clint Eastwood quote about keeping the “old man” away.
From glacier-fed lagoons to rainforest hot springs, Pursuit is leaning into experiences that leave people better than they came. “We're about creating moments that matter. That’s what people remember.”
Banff Gondola (Photo Credit: Pursuit)
Heart of the Rockies: Investing in Jasper
Closer to home, Barry recently helped spearhead a $5.5 million pledge—alongside Rocky Mountaineer and Fairmont Hotels—to support tourism recovery in Jasper, Alberta. It’s a region still feeling the impact of wildfires.
“This isn’t about the press release,” Barry insists. “It’s about reinvesting in a community we care deeply about.” The pledge will fund local initiatives through a transparent, community-led grant system.
Barry is quick to praise the resilience of local leaders and residents.
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“You’ve got someone whose house is gone while their neighbour’s flower baskets are still hanging. It’s that precise," he said.
"But the community just rallied—the immediate reaction was hat turned backwards, Uncle Pop grabbing his tools out of the truck, ready to rebuild.”
Going Public
Pursuit went fully public on the New York Stock Exchange this year, emerging from its former parent company to become a “pure-play” hospitality brand.
“We paid off debt and focused our vision,” Barry explained. “Now we can double down on what we love—beautiful views and unforgettable experiences.”
Pursuit now operates in four countries with 17 attractions, 29 hotels, and a mission rooted in what Barry calls the “beautiful view business.”
Maligne Lake Cruise (Photo Credit: Pursuit)
The Canadian Pulse
Though he lives in Colorado, Barry’s Canadian roots run deep. And he keeps a close eye on travel patterns north of the border.
“When the Canadian dollar drops, Canadians stay home—and that’s not a bad thing,” he said. “It’s good for domestic tourism. Meanwhile, for international travellers, Canada is effectively on sale.”
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He’s also watching the rise of “cool-cations” as heatwaves sweep southern Europe. “Who wants to be in Rome when it’s 42 degrees? The Canadian Rockies, Iceland, Alaska—they’re becoming increasingly attractive.”
Behind the Curtain
It’s his human, hands-on approach that defines Pursuit’s culture.
“Hospitality is about people,” Barry said. “If you build a great team, the guest experience takes care of itself.”
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