Tofino Pride, a free, family-friendly community weekend hosted by Hotel Zed Tofino, is back for its fourth year on June 13 and 14, 2026, welcoming locals and visitors of all ages.
The West Coast celebration of inclusive love, queer joy and chosen family kicks off on June 13 with a Pride March, a pop-up market featuring local queer artisans and free live entertainment. Confirmed performers include Canada’s Drag Race alum Vivian Vanderpuss and Eddi Licious, and Woofie, the bearded drag queen. More live entertainment will be announced closer to the date. This year, Pacific Coast Navigators will provide a free shuttle to and from Hotel Zed, making Pride even more accessible for locals and visitors.
The following day, June 14, ROAR, the on-site live fire restaurant at Hotel Zed Tofino will host two drag events: a brunch and an Après Surf, Tofitian for “happy hour”. In 2024, ROAR hosted Tofino’s first drag show at Tofino Pride, and the community has embraced the tradition, with both events expected to sell out.
“Tofino Pride is about creating space for all folx to feel celebrated, loved and welcome,” says Matt Schmitt, community and partnership manager at Hotel Zed. “It’s unusual for a hotel to host a Pride event at this scale, but our staff, our guests and our neighbours tell us it enriches their lives. We can’t wait to bring this back to Tofino!”
Hotel Zed and Accent Inns were the first hotel chain in Canada to have each location individually Rainbow Registered through Canada’s Queer Chamber of Commerce (CQCC), reflecting the company’s commitment to creating safer, more inclusive spaces every day of the year. Inclusivity is at the core of Hotel Zed, from diverse representation in marketing materials, to HR practices that support “all rebels”, to an industry-leading anti-deadnaming policy for trans and gender-diverse guests.
“We Lead with Love here, and we know that the love we give our teams will ripple out to our guests and our communities,” says Mandy Farmer, CEO of Hotel Zed and the CQCC’s 2025 Business Leader of the Year. “That’s what Tofino Pride is all about – bringing that Love to life and creating a celebration that ripples out into the world.”
To celebrate Pride across BC, Hotel Zed is offering 20 per cent off room rates in June and July at its Victoria, Kelowna and Tofino locations with the promo code PRIDE, while supplies last.
Reservations are recommended for the drag brunch due to limited seating. To learn more, visit hotelzed.com/summer-of-pride.
