Next year, ABA will bring its flagship event to Canada for the first time in over 30 years — since 1993, to be exact. The American Bus Association’s decision to hold Marketplace 2027 in Calgary from February 6–9 supports North American tourism and reinforces the connection, community and camaraderie shared among the U.S. and Canadian tour industries.

“Marketplace is returning to Canada because the U.S.-Canada relationship is essential to the future of group travel,” said Stephanie Brooks, chair of Marketplace 2027 and vice president of product and operations for the Globus family of brands. “This industry does not stop at the border.”

ABA members are not operating in separate U.S. and Canadian silos. Tour operators build itineraries that move across the border, destinations depend on visitors from both countries, attractions and hotels serve groups spanning North America, and motorcoach operators help make those trips possible.

“Bringing Marketplace to Calgary in 2027 is more than a host-city decision,” she said. “It is a statement about the importance of cross-border tourism and the need to keep strengthening the travel, trade and business connections between the United States and Canada.”

For many ABA members, Canada is not an add-on market; it is a core part of their business. Cross-border bus and group travel is a clear example of viewing the industry as a North American travel market, and hosting Marketplace in Calgary reinforces that message in a visible and practical way, Brooks added.

Early registration numbers also suggest that message is hitting home. Canadian businesses currently represent 11% of 2027 registrations to date, up from 4% in 2026 and up from 5% in 2023, 2024 and 2025.

“It shows that ABA Marketplace is not just a U.S. event with Canadian participation; it is a North American business platform,” she said.

Value of Marketplace: Now & in the Future

Beyond strengthening travel industry ties between the U.S. and Canada, the value of Marketplace is both personal and professional for delegates: It delivers immediate business value and develops long-term business relationships.

The 2026 Marketplace Business Impact Report found that Marketplace generated an estimated $124.9 million in total sales-based transaction activity, including $49 million in business booked directly at the event.

The attendee experience also reflects that value. Nearly 90% of participating firms reported that Marketplace 2026 met or exceeded their expectations for generating business, and delegates rated their overall likelihood to return an 8.8 on a 10-point scale.

In addition to confirmed transactions, the 2026 Impact Report shows that firms anticipate $75.9 million in future business tied to Marketplace meetings and connections. This forward-looking activity reflects the long-term value of appointment-based engagement and relationship development. For many attendees, the value is cumulative, Brooks said: The more consistently they participate, the stronger their network and business pipeline become.

For tour operators, Marketplace is especially valuable because it helps shape future group tour products. The event’s one-on-one meetings are not only about signing contracts onsite, although that does happen. They are about building the relationships that become future itineraries, destination partnerships, hotel agreements, attraction visits and motorcoach movements.

What’s New & Exciting

Returning to Canada isn’t the only thing that will be different about next year’s event. ABA is making several changes for Marketplace 2027 that are designed to improve the attendee experience and strengthen business outcomes. ABA and the Marketplace Advisory Committee revamped several aspects to make the event stronger, more useful and more responsive to member feedback.

One important focus for 2027 is the first-time attendee experience. Whether someone is representing their company at Marketplace for the first time or attending on behalf of a company new to the event, ABA wants them to be able to quickly recognize the value. For new “Star” delegates, that means more intentional support to help them understand how Marketplace works, build their network, increase their visibility and leave Calgary with a strong foundation for future business.

Another major focus for Marketplace 2027 is appointment quality. While Marketplace will continue to be built around scheduled business appointments, ABA made some changes to strengthen buyer accountability, improve no-show policies and require more complete online profiles during registration. Those changes should help buyers and sellers prepare more effectively, make better matches and have more productive conversations onsite.

“Together, these changes are designed to create better connections, better conversations and stronger return on investment,” Brooks said.

ABA is also adjusting the appointment schedule — by slightly shortening appointment days — to reduce fatigue and give buyers and sellers more breathing room between business meetings, networking events and evening activities.

Networking is expanding as well, including Coffee & Connections, a Tuesday morning event designed to bring buyers and sellers together in a more relaxed, high-energy setting. Marketplace 2027 will also feature extended education focused on leadership, human resources, safety, operations, scheduled service, marketing, compliance and other practical industry issues.

Calgary: Big City Meets Blue Skies

For ABA organizers, selecting Calgary as the host city adds something special to Marketplace 2027. Calgary delivers the energy of a modern city combined with the rugged natural beauty of the nearby Rocky Mountains, giving attendees both an urban Canadian experience and access to authentic Western heritage.

“That matters because Marketplace attendees are not only coming for meetings; they are also evaluating destinations, building itineraries and looking for experiences they can bring back to their customers,” Brooks said.

Tourism Calgary expects that many ABA Marketplace attendees will be visiting Calgary for the first time, “and that’s one of the things we’re most excited about,” said Paula Garcia, manager of international markets for the CVB.

While Calgary is often recognized as the gateway to the Canadian Rockies, it’s more than a stopover, Garcia said. Visitors will discover a thriving culinary scene, diverse neighborhoods, rich Indigenous experiences, world-class attractions, and easy access to both nature and culture.

“One of the most common comments we hear is that Calgary exceeded expectations,” she added. “Many first-time visitors arrive knowing about the Calgary Stampede or the city’s proximity to Banff, but they leave talking about the restaurants, public art, river pathways, skyline views, friendly service and the ease of getting around.”

Neighborhoods give visitors a sense of the city’s character, from historic main streets and live music to independent shops, patios, breweries and cultural attractions.

Downtown and Stephen Avenue offer historic sandstone architecture, shopping, dining, public art and convenient access to many major attractions. East Village has transformed into one of Calgary’s most dynamic districts, combining riverfront pathways, contemporary architecture, cultural attractions and local dining. It is also home to Studio Bell, the anchor of Calgary’s Music Mile.

Inglewood, Calgary’s oldest neighborhood, is known for its historic character, live music venues, galleries, breweries and locally owned businesses. Kensington offers an independent, village-like atmosphere, while the Beltline and 17th Avenue are known for restaurants, murals, nightlife and lively city energy.

While sightseeing in Calgary goes beyond “places” to “experiences” — like connecting with Indigenous culture, discovering local flavors or exploring Western history — delegates will still find plenty of visit-worthy attractions, including Calgary Tower, Heritage Park Historical Village, The Confluence Historic Site & Parkland, and the Wilder Institute/Calgary Zoo.

“February is a wonderful time to discover the city,” said Marilyn Bell, vice president of international markets for Tourism Calgary. Visitors can embrace the season through winter festivals, live music, outdoor skating, snow-covered pathways, cozy neighborhood restaurants, fireside patios and cultural experiences throughout the city.

While it’s still early to know how many attendees will extend their stay, Tourism Calgary is encouraging Marketplace delegates to build in extra time to experience the destination beyond the event itself, Garcia said. Tourism Calgary is working with its partners to offer a range of pre- and post-event FAM tours, as well as sightseeing options during Marketplace, making it easy for attendees to explore the city and surrounding region while there.

For more information about ABA Marketplace 2027, visit marketplace.buses.org. To learn more about Calgary, go to visitcalgary.com.