This one is pretty cool! Canadian attractions and hospitality operator Pursuit has launched what it describes as the world’s first electric Ice Explorer at the Columbia Icefield in Jasper National Park, Alberta, the company said in a statement on May 20.
The vehicle is now operating on the Athabasca Glacier as part of the regular fleet for the Columbia Icefield Adventure, charging through onboard bifacial solar panels and regenerative braking.
Pursuit (PRSU), listed on the New York Stock Exchange, said the pilot was launching at a moment when Canada’s national parks were focused on how tourism could provide access while exercising environmental responsibility.
The Electric Ice Explorer was purpose-built in partnership with Manitoba-based Noble Northern, a specialist in heavy-duty electric vehicle conversions. The redesigned frame is more than 50% lighter than the original and integrates bifacial solar panels, regenerative braking and safety systems built for glacial conditions, including geofencing technology that automatically manages speed and applies braking in designated areas of the glacier.
Glacier tourism has always carried obvious emissions baggage
“The Columbia Icefield is one of the most significant places where we operate and how we show up here matters. 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,” Stuart Back, chief operating officer at Pursuit Banff Jasper Collection, said.
Pursuit said the quieter cabin allowed the natural sounds of the glacier to come through, with the Electric Ice Explorer operating on a planned rotation throughout the season. Every tour will include the same guided interpretation and glacier walk as the existing fleet.
Based on modelled comparisons, the Electric Ice Explorer could reduce 200 to 300 kilogrammes of carbon dioxide emissions per day compared with a diesel Ice Explorer operating on the same route, the company said.
The launch builds on earlier fleet and facility work. Pursuit has refurbished 10 of its Ice Explorers, upgrading six with EPA Tier 3 engines and four with EPA Tier 4 engines, and replaced its diesel generator system at the Columbia Icefield with propane, cutting the facility’s carbon footprint by more than 30%.
“We rebuilt this vehicle from the chassis up to be as light and efficient as possible while meeting the demands of glacial terrain. 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,” Tye Noble, president of Noble Northern, said.
The pilot is supported in part through the GreenStep EcoFund, a guest-supported initiative funding sustainability projects across Pursuit’s operations.
Pursuit operates attractions and hospitality assets across the United States, Canada, Iceland and Costa Rica, with experiences spanning point-of-interest attractions, lodges, restaurants, retail and transportation tied to national parks and global travel destinations.
Why it matters for the trade
The pilot signals a serious move by a publicly listed operator to electrify a high-profile bucket-list experience, in a category where sustainability claims often outpace operational reality. For agents and DMCs selling the Canadian Rockies, an electric vehicle on the Athabasca Glacier strengthens the responsible-tourism narrative around a product that has previously carried obvious emissions baggage. If the pilot scales, it could shift the competitive picture for operators selling glacier and protected-area experiences globally.