ABA Marketplace 2027 Heads to Calgary with Business Value, Destination Appeal, and Strong Cross-Border Message
Industry leaders look to build new partnerships and build on the $120 million in business generated at Marketplace Reno
ABA Marketplace — widely recognized as the “Business Engine of Bus and Group Travel” — brings together operators, tour planners, destinations, and suppliers to develop new partnerships and drive business. At ABA Marketplace Reno, participants generated more than $120 million in business transactions, reinforcing the event’s role as the premier platform for building relationships across the North American group travel industry.
Looking ahead, ABA Marketplace 2027 will bring the industry to Calgary from Feb. 6–9, creating new opportunities for sales, networking, and partnership development in a destination known for its strong meeting infrastructure, welcoming hospitality, and easy access to some of Canada’s most iconic landscapes.
Easy Access from Across North America
Calgary offers practical advantages that matter to both longtime ABA members and prospective attendees. Calgary International Airport (YYC) is one of Canada’s major gateways, with extensive air service from across North America, including direct and one-stop connections from many U.S. cities.
This connectivity makes travel planning straightforward for operators, tour professionals, DMOs, and supplier partners travelling from across the United States and Canada.
A Walkable Convention Experience
ABA Marketplace 2027 will take place at the BMO Centre at Stampede Park, one of Canada’s largest convention venues. Host hotels are located in the heart of downtown Calgary, providing convenient access to the venue and the city’s central business and entertainment districts.
Many hotels are within walking distance to Calgary’s popular pedestrian corridor, Stephen Avenue, lined with restaurants, shops, and gathering places — offering attendees plenty of options to connect outside of Marketplace appointments.
Calgary also brings extensive experience hosting large-scale events, conventions, and festivals, giving operators confidence in the city’s ability to deliver seamless, well-organized programs. The result is an atmosphere that is productive, easy to navigate, and designed to maximize time for both business and meaningful networking.
A Destination Experience Beyond the Appointment Floor
Calgary offers attendees more than a strong business platform. The city embraces its winter identity, providing visitors with opportunities to enjoy seasonal activities such as fat biking, cross-country skiing, and curling, or take to the hill for skiing and tubing only 25 minutes from downtown at the former home of the 1988 Winter Olympics, WinSport. February also marks the city’s winter festival season, when Calgary’s downtown lights up with art displays, music events, and cultural experiences.
Attendees can also explore a range of indoor attractions, including Heritage Park, SAM Centre, Studio Bell – Home of the National Music Centre, Calgary Tower, and TELUS Spark Science Centre, along with Calgary’s growing cultural scene.
Calgary is emerging as one of Canada’s most exciting culinary destinations, where chefs transform local ingredients into standout dishes. With more than 40 craft breweries and distilleries, the city’s vibrant food scene reflects the creativity and diversity of the limitless possibilities in the Blue Sky City.
Marketplace Chair Stephanie Brooks encourages members to “plan some extra time,” highlighting the opportunity to combine business with destination experiences.
Calgary is known as Blue Sky City for its 333 days of sunshine, surprising moments, and welcoming Western hospitality. It is also a gateway to a diverse range of group itineraries exploring the nearby five UNESCO World Heritage sites, such as Head-Smashed-In Buffalo Jump, Banff National Park, and the extraordinary badlands of Drumheller, home to the world-renowned Royal Tyrrell Museum of Paleontology.
The Importance of Cross-Border Travel
Hosting Marketplace in Calgary also carries an important industry message: Canada plays a vital role in the long-term health of cross-border bus and group travel.
As ABA President and CEO Fred Ferguson noted: “Marketplace in Calgary isn’t just another host city. It’s a statement that North American travel matters. When travel between the United States and Canada is strong, our entire industry benefits and both economies grow.”
The motorcoach and group travel sector remains a powerful contributor to the travel economy. According to the ABA Foundation, the U.S.-based bus and group travel industry generates more than $158 billion in economic activity annually. A new study examining the economic impact of bus and group travel in Canada is currently underway, with results expected later this year.
For many companies, Marketplace 2027 will be an opportunity not only to conduct business but also to strengthen the cross-border partnerships that support the broader North American travel ecosystem.
Mark Your Calendar
For members and prospects alike, ABA Marketplace 2027 promises a compelling combination of business opportunities, networking, and a distinctive host-city experience. Start planning your Blue Sky City adventure today!
Watch for registration details and begin planning early to take full advantage of the business and destination opportunities the event will offer.
