Pursuit Attractions and Hospitality, Inc. today announced it has acquired Eagle Wing Tours, a Victoria, BC-based whale watching and marine wildlife experience, expanding its portfolio into one of Canada’s most visited and resilient tourism destinations and advancing its strategy of investing in iconic experiences in markets with strong long-term demand.
The acquisition marks Pursuit’s entry into the Vancouver Island market, a globally recognized destination known for its marine wildlife, natural beauty, vibrant communities and year-round visitor appeal. Victoria welcomes nearly five million visitors annually, highlighting the strength of the region’s visitor economy.
Founded in Victoria in 1997, Eagle Wing Tours is a locally rooted operator known for its exceptional guest experience, marine wildlife interpretation and longstanding commitment to responsible tourism. Operating from Fisherman’s Wharf, the company welcomes over 50,000 guests annually through a fleet of five vessels and has built a reputation for connecting visitors and local students to the Salish Sea through conservation-focused interpretation and responsible wildlife viewing practices.
The acquisition reflects Pursuit’s Vision 2030 growth strategy, which focuses on driving long-term value through organic growth investments and strategic acquisitions in iconic destinations and expanding its portfolio of attractions and hospitality experiences across Canada, the U.S., Iceland and Costa Rica, serving millions of guests annually.
“Eagle Wing has always been about sharing this place in a way that is grounded in respect for the wildlife, the water and the community,” said Brett Soberg, General Manager, Eagle Wing Tours. “Joining Pursuit opens the door to reach more people and grow what we have built, while staying true to what matters most here.”
“As one of Canada’s most sought-after destinations, Greater Victoria continues to attract visitors who value authentic, high-quality experiences rooted in nature, culture and community,” said Paul Nursey, CEO, Destination Greater Victoria.
Eagle Wing Tours is one of the first wildlife exploration companies to complete a Now for Nature Strategy, reinforcing its longstanding environmental leadership and providing a science-based framework to guide action across conservation, research, sustainability and education.
For Pursuit, the acquisition represents an investment in a market-leading operator located in one of Canada’s most compelling tourism destinations.
“Eagle Wing is exactly the kind of business we look for: market-leading, locally respected, deeply connected to place and operating in a destination with strong long-term demand fundamentals,” said David Barry, President and Chief Executive Officer, Pursuit. “Victoria expands our presence into one of Canada’s most desirable visitor markets while adding an iconic wildlife experience that complements our portfolio across North America. This acquisition reflects our approach of investing in exceptional businesses and destinations where we see opportunities for sustainable, long-term growth while preserving the qualities that make them special.”
Eagle Wing Tours’ partnerships, including relationships with local Indigenous communities, environmental organizations, researchers, educators and community groups, will remain central to the experience moving forward.
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