ABA Kicks Off Centennial Celebration During Marketplace 2026 In Reno, NV

The American Bus Association (ABA) will host Marketplace 2026 “The Road to Reno”, January 10-13, at the Reno-Sparks Convention Center in Nevada. More than 2,800 delegates from North America are expected to attend this annual best-in-class education and networking event.

“Marketplace 2026 is the perfect venue to commence ABA’s 100th anniversary celebration, and our conference is projected to deliver a multi-million-dollar impact on our host city,” Fred Ferguson, President and CEO of the American Bus Association, said. “Our shows consistently generate significant revenue and boost tourism dollars in our host cities, as our delegates are deeply engaged in the communities they visit. This year, 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.”

According to a press release: “The motorcoach and group travel sector’s direct spending impact of $366 million — which included spending on motorcoach transportation as well as a range of goods and services, such as accommodations, food and beverages — generated a total economic impact of $793 million in the Nevada economy, according to a survey that measured the direct impact of motorcoach travel on local economies in 2024 conducted by Tourism Economics for the American Bus Association Foundation. This in turn supported 4,699 part-time and full-time jobs and generated $148 million in taxes. Additionally, motorcoach travel in Nevada recorded an estimated 193 million passenger miles in 2024, supporting significant economic impacts in the state.”

“As a premier region for outdoor adventure, resort-style experiences and entertainment, and world-class meeting spaces, Reno Tahoe is the ideal destination for group and leisure travel,” Visit Reno Tahoe President and CEO Mike Larragueta said. “We are excited to welcome ABA Marketplace to Northern Nevada for the first time and we are thrilled to partner with the leadership and staff of ABA in making their 100^th anniversary celebration one to remember.”

ABA’s Marketplace 2026 offers a wide range of activities for participants including vetted business appointments and networking, education sessions led by industry thought leaders on issues affecting the motorcoach industry and its customers, and the latest technological advances shaping the future of motorcoach travel.

“Delegates attend Marketplace not just to network, but to book real business that fills hotels, restaurants, attractions, and theaters across North America. An impressive lineup of 13 inspirational speakers and leadership experts will share tangible insights on honing leadership skills, the power of internal communication, mastering online marketing, future-focused talent strategies, video marketing, and more,” the release added. “A highlight of the meeting is the display of new buses — sporting many of the industry’s latest safety features, world-class amenities, and technological advances — on the show floor by operators and manufacturers. This includes vehicles from ABC Companies, Daimler Coaches North America, John Hall’s Alaska, Motor Coach Industries (MCI), Napaway Coach, National Bus Sales, Prevost, Smith Coaches, and TEMSA North America.”

Ferguson noted that attendees are anticipating the “mega decade of travel” beginning in 2026, with motorcoach travel set to play a significant role in transporting an estimated 6.5 million FIFA World Cup fans and athletes to and from host venues in several major cities in the U.S., Canada, and Mexico. Beyond 2026, motorcoaches will play a vital transportation role when Los Angeles hosts the 2028 Summer Olympics.