If You Didn’t Attend ABA Marketplace This Year, Here’s What You Missed
Perspective, education, and insight operators don’t get from behind the wheel
The ABA Marketplace was held in January 2023 in Reno, Nevada.
Next year, it moves to February 2027 in Calgary.
Dates and locations change.
The value doesn’t.
Every operator participates in the tour and travel ecosystem—whether they operate tours or simply deliver them.
If you didn’t attend ABA Marketplace this year, here’s what you missed—through the lens of an operator, not a program guide.
You Missed Seeing the Industry—All in One Place
ABA Marketplace brings together one of the most comprehensive cross-sections of the ground transportation and group travel ecosystem each year.
Over the course of four days, the exhibit hall and surrounding programming bring together motorcoach and vehicle providers, technology and training partners, safety and compliance resources, tour operators, attractions, dining partners, and CVBs.
Access is useful.
Context is decisive.
Marketplace gives operators a rare chance to step back and see:
Where investment is accelerating
How service expectations are rising
Which partnerships matter more than they used to
How transportation fits into increasingly complex travel experiences
Even operators who don’t sell tours benefit from understanding how tours are designed and delivered—because transportation performance increasingly defines the guest experience and who earns repeat business.
That perspective often influences decisions months later, long after Marketplace ends.
