As the American Bus Association (ABA) marks 100 years of industry leadership, the ABA Foundation released a new report that offers the value of the 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.

Marketplace Report

The report connects the ABA’s century of leadership to the measurable business outcomes that continue to define ABA Marketplace, said the association.

Prepared independently by Tourism Economics, the study found that participating organizations reported $49 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 ABA President/CEO Fred Ferguson. “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 the 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, said officials.

Touching Several Lines of Business

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, according to the Foundation’s report.

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, explained Vicki Osman, sr. VP, events & sponsorships, at the ABA.

“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. The Business Impact Report demonstrates the business results for our members," said Osman.

The attendee response reinforces that value. According to the report, 88% of attending companies said 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, 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."