New Name to Follow Transformative GES Transaction, Reflects Company’s Singular Focus on Leisure and Hospitality Through Delivering Unforgettable Experiences in Iconic Destinations

Corporate Name Change to Take Effect on December 31, 2024; Will Begin Trading Under New NYSE Ticker, PRSU, on January 2, 2025

Viad Corp (NYSE: VVI) (“Viad” or the “Company”) today announced that it will change its corporate name to Pursuit Attractions and Hospitality, Inc. (“Pursuit”) effective December 31, 2024, and will begin trading under a new NYSE common stock ticker “PRSU” on January 2, 2025.

These actions will follow the previously announced sale of Viad’s GES business, which is expected to close on December 31, 2024. Following the sale of GES, the Company’s remaining business, Pursuit, will stand alone as a publicly traded company with a new name and common stock ticker reflective of the ongoing attractions and hospitality business.

As an independent, high-growth and high margin business, Pursuit will have the financial flexibility and balance sheet capacity to accelerate its proven Refresh, Build, Buy growth strategy and capitalize on its substantial growth prospects in the attractions and hospitality space.

No action by the Company’s shareholders is required regarding the ticker symbol change.

About Viad

Viad (NYSE: VVI) is a leading global provider of extraordinary experiences, including attractions, hospitality, exhibition services, and experiential marketing through two businesses: Pursuit and GES. Our business strategy focuses on delivering extraordinary experiences for our teams, clients and guests, and significant and sustainable growth and above-market returns for our shareholders. Viad is an S&P SmallCap 600 company.

Pursuit 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, and Iceland. Pursuit’s elevated hospitality experiences include 14 world-class point-of-interest attractions and 28 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.

GES is a global exhibition services and experiential marketing company offering a comprehensive range of services to the world’s leading event organizers and brands through two reportable segments, GES Exhibitions and Spiro. GES Exhibitions is a global exhibition and trade show management business that partners with leading exhibition and conference organizers as a full-service provider of strategic and logistics solutions to manage the complexity of their shows with teams throughout North America, Europe, and the Middle East. Spiro is a global experiential marketing agency that partners with leading brands around the world to manage and elevate their experiential marketing activities, bonding brand and customer.

For more information, visit www.viad.com.

Forward- Looking Statements

This press release contains a number of forward-looking statements. Words, and variations of words, such as “will,” “can,” “may,” “expect,” “would,” “could,” “might,” “intend,” “plan,” “believe,” “estimate,” “anticipate,” “deliver,” “seek,” “aim,” “potential,” “target,” “outlook,” and similar expressions are intended to identify our forward-looking statements. Such forward-looking statements include those that address activities, events or developments that Viad or its management believes or anticipates may occur in the future, including all statements regarding expectations concerning Pursuit’s opportunities and performance as a standalone public company and the expected timing of the closing of the GES transaction. Similarly, statements that describe our go-forward business strategy, objectives, plans, intentions, or goals also are forward-looking statements. These forward-looking statements are not historical facts and are subject to a host of risks and uncertainties, many of which are beyond our control, which could cause actual results to differ materially from those in the forward-looking statements. Important factors that could cause actual results to differ materially from those described in our forward-looking statements are set forth under Item 1A, “Risk Factors,” of our most recent annual report on Form 10-K and in our most recent Current Report on Form 10-Q filed with the SEC. We disclaim and do not undertake any obligation to update or revise any forward-looking statement in this press release except as required by applicable law or regulation.

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