Rolling forward: Why ABA Marketplace’s coming to Reno is a big win for Nevada
In January 2026, Reno will welcome the American Bus Association’s signature event — Marketplace.
This powerhouse gathering of nearly 3,000 travel professionals brings together the full spectrum of the North American group travel and motorcoach industry to generate business, build relationships, and spotlight the places that make travel unforgettable.
This isn’t just another convention, trade show, or conference. In 2025, Marketplace show generated $5 million in local economic impact, booked over 7,000 hotel room nights, and brought attendees across the U.S. and Canada to experience the best of Philadelphia.
For 2026, we’re proud to partner with Reno, a city that understands the value of tourism and welcomes our industry with open arms — and real investment.
The group travel industry, powered by motorcoach and charter operators, tour companies, and destination marketers, is a cornerstone of American tourism. It’s also a driver of sustainable and equitable economic growth.
Through ABA, we support this vibrant network by:
- Driving a favorable business and regulatory environment for operators and partners
- Connecting and growing the North American bus and group travel market
- Advancing industry knowledge, connections, and professional development
- Increasing consumer awareness and engagement in bus travel and tourism
Nevada’s tourism sector is vital not just to the Silver State, but to the entire nation. A recent report from the Nevada Resort Association highlights that tourism’s multibillion economic impact is more than any other industry in the state — and a clear sign that tourism means business.
“The tourism industry provides an economic impact of $5.2 billion, generating more than 43,000 jobs in Northern Nevada,” said Reno-Tahoe President and CEO Mike Larragueta. “Marketplace and its attendees represent a crucial segment of the Reno Tahoe visitor economy, and we cannot wait to roll out the red carpet for the American Bus Association’s 100th anniversary celebration.”
Marketplace is a microcosm of that broader success. Delegates attend not just to network, but to book real business — business that fills hotels, restaurants, attractions, and theaters across North America.
Our show helps ensure that buses roll into Reno — and to towns and cities across the country — with groups eager to experience what makes each destination unique.
What’s more, our attendees are deeply engaged in the communities they visit. They spend, they explore, and they give back. That’s what makes hosting Marketplace a true win-win for cities like Reno.
As we look ahead to January 2026, we’re excited to build on our momentum and continue showcasing Reno as a premier travel destination.
Nevada has shown it understands the value of group travel — and ABA is proud to be part of that success story. Let’s keep the wheels turning.
This op-ed was originally published in the Northern Nevada Business Weekly on Friday, June 13, 2025.
