A century of history—100 years of motorcoach rides, tours, and connection. That’s what the American Bus Association (ABA) had to celebrate this week at the annual ABA Marketplace 2026 in Reno, Nevada. And operators, suppliers, and other industry professionals from across the nation (and the world) gathered from Jan. 10-13 to join in on the celebration.
ABA Marketplace is one of the largest travel and tourism industry events of the year, attracting upwards of 3,000 attendees annually. Hosted by the Reno-Sparks Convention Center this year, the trade show saw about 2,700 in attendance and featured an estimated 70,000 unique meetings between suppliers and operators, educational seminars, networking opportunities, sightseeing tours, and other special events across Reno. (Did you know Reno is home to the 78-lane National Bowling Stadium? I didn’t—but I can now say I’ve bowled there with some of the best and brightest the tourism industry has to offer.)
ABA’s goal during Marketplace each year is to facilitate new connections between operators and suppliers, promote industry growth, and offer valuable insights into the future of group travel and tourism. This year’s Marketplace just so happened to unfold against the backdrop of mountain views and vibrant neon lights of “The Biggest Little City in the World” as delegates did one-on-one business during the day, then enjoyed the one-of-a-kind attractions, dining, and gaming at night.
Credit: American Bus Assocation
Some highlights of the event include an evening of bowling and dancing at the National Bowling Stadium, live performances of Broadway hits performed at the convention center, and a night of music and merriment at Peppermill Reno Resort. Also during this year’s event, ABA announced its new board members, past and present ABA leaders gathered to honor 100 years of history, the inaugural induction ceremony for the ABA BusPAC Hall of Fame took place, and educational sessions highlighted the importance of human-centric technology integration, examined the challenges currently faced by the industry, and celebrated the accomplishments of Women in Buses.
According to Fred Ferguson, president and CEO of ABA, the event garnered $100,000 for the ABA Foundation and injected $3.8 million into Reno’s economy. “ABA Marketplace Reno 2026 was a strong way to start the year!” Ferguson posted on social media. “Reno-Sparks Convention and Visitors Authority was a terrific host, and now Tourism Calgary has the ball for 2027.”
Next year’s ABA Marketplace is slated for Feb. 6-9 at BMO Centre in Calgary, Alberta, Canada. For more information about the American Bus Association and the annual Marketplace, visit buses.org.
By Madeline Fuerstenberg
Main Image: Delegate appointments at Reno-Sparks Convention Center; Credit: American Bus Association
