New Report: $124.9M in Business Activity Generated by Attendees at ABA Marketplace
New independent analysis from ABAF highlights the 20x ROI for Marketplace attendees and why it remains North America’s leading bus and group travel business event.
As the American Bus Association marks 100 years of industry leadership, the ABA Foundation has released a new report that offers the value of ABA Marketplace. The report, ABA Marketplace: The Business Engine of Bus and Group Travel, 2026 Business Impact Report, found that ABA Marketplace 2026 generated an estimated $124.9 million in total sales-based business activity, reinforcing the event’s role as North America’s Leading Bus and Group Travel Business Event.
Released during ABA’s Centennial year, the report connects the Association’s century of leadership to the measurable business outcomes that continue to define ABA Marketplace. While ABA celebrates its 100th anniversary in 2026, Marketplace has been a core part of the association’s business-building model. That history helps frame the report’s central message: the connections made through ABA do not just endear; they produce real business growth.
Prepared independently by Tourism Economics, the study found that participating organizations reported $49.0 million in business booked directly at Marketplace, along with an additional $75.9 million in anticipated future sales tied to appointments generated through the event.
“Marketplace is built for how the bus and group travel industry does business – finding the people, ideas, and opportunities that drive your bookings,” said Fred Ferguson, President and CEO of the American Bus Association. “The Business Impact report shows that attendees generated $124.9 million in booked business, delivering a powerful return on investment for those in the room. This equates to a 20 to 30 times return for firms that attend Marketplace, delivering real and meaningful ROI. This is why Marketplace is North America’s leading bus and group travel business event.”
For ABA, the findings extend beyond a single successful event. They reflect a long-standing commitment to bring together the people and businesses that power group travel in North America. From motorcoach operators and tour planners to hotels, attractions, destinations, and travel partners, ABA Marketplace continues to deliver what the industry needs most: business connections that produce measurable results.
The analysis also found that business activity was spread across all major entity types represented at Marketplace, demonstrating the strength of the full group travel ecosystem when it comes together in one place. Attractions generated the largest extended volume of booked sales, motorcoach operators generated the largest projected future sales volume, and associate firms reported the highest average booked and anticipated future sales per responding firm.
That broad participation is part of what makes ABA Marketplace distinct. It is not simply a gathering of industry professionals. It is a business engine, where booked tours, hotel stays, attraction visits, and future itineraries begin with conversations on the Marketplace floor. The report’s findings underscore the importance of convening the entire travel ecosystem and show how those connections continue to drive economic activity well beyond the event itself.
“Connections made at ABA Marketplace turn into real business and lasting partnerships. I truly enjoy seeing the industry come to life – and come together – through the week,” said Vicki Osman, CTIS, Sr. Vice President of Events and Sponsorships for ABA. “The Business Impact Report demonstrates the business results for our members.” The attendee response reinforces that value. According to the report, 88 percent of attending companies indicated Marketplace met or exceeded their expectations for generating business, and the event earned an overall likelihood-to-return score of 8.8 out of 10.
“The Marketplace Booked Business Report is another example of the high-quality research produced by the ABA Foundation,” said Lew Myers, Director of Government Relations & Research for ABA. “This report provides the most compelling proof of ROI from attending ABA Marketplace, demonstrating measurable revenue generation and the development of long-term business relationships.” As ABA begins its second century, the report offers both a milestone and a message. The Association’s greatest strength has always been its ability to connect with the industry, and ABA Marketplace remains one of its strongest expressions of that mission.
The full report, ABA Marketplace: The Business Engine of Bus and Group Travel, 2026 Business Impact Report, is now available from the American Bus Association Foundation.
