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NMMA’s member-owned boat shows, which are branded as Discover Boating boat shows to reinforce and help elevate the NMMA and MRAA-powered national Discover Boating marketing effort, are gearing up for their January debut. Boat shows remain an important component of the NMMA board’s market expansion and advocacy strategy for 2026, recently approved during their October meeting. Boat shows come at a pivotal moment as NMMA and MRAA members prioritize enhanced consumer demand work from both associations amid ongoing shifts in the economy and consumer behavior. How producers approach boat shows and exhibitors leverage them, has become an increasingly frequent discussion among NMMA and MRAA members, thanks to the leadership of the recent Discover Boating Market Expansion Advisory Group.

Numerous voices across the manufacturer and dealer landscape report seeing between 30-60% of annual sales come from boat shows—and note that leveraging them with the consumer as the priority, is key to their success.

In fact, in a recent article from Soundings Trade Only, industry leaders highlighted how boat shows are evolving to meet shifting consumer expectations and new marketing dynamics. These insights reflect many of the strategic changes NMMA is advancing across its Discover Boating-branded boat show portfolio.

Boat show producers and exhibitors alike, are increasingly blending on-site experiences with digital engagement tools, using teasers, livestreams, and virtual walk-throughs to extend reach before and after show days. Gone are the days of standing up a booth only to have buyers stream in the doors. Rather, creating a comprehensive, before, during and after, integrated marketing and sales strategy, is table stakes as consumers are increasingly discerning when it comes to what they expect from a company looking to sell them something.

Attendee experience is the key differentiator. Improved layouts, upgraded hospitality offerings, and more immersive elements, from hands-on education to social events, are shaping how showgoers explore brands and products.

Some of the more bold examples of getting this right are the recent venue shifts made by NMMA: the Discover Boating Chicago Boat Show moved to Rosemont and this year, in partnership with Informa, the yacht component of the Discover Boating Miami International Boat Show, branded as the show’s Miami Yacht Collection, will relocate to Collins Avenue. For the Miami show, having the yacht section in greater proximity to the show’s main hub at the Miami Beach Convention Center, is rooted in delivering the attendee what they’ve asked for--ease. Both moves were done with the consumer in mind first—ensuring easier navigation and a more connected experience. And it’s proved to work—the 2025 Chicago show move resulted in a double digit attendance growth and exhibitors reporting increased year-over-year sales.

Ellen Bradley, NMMA’s chief brand officer and senior vice president of marketing and communications, noted that these types of changes are central to delivering value for both buyers and exhibitors. “We must continue to evolve the 360-degree experience so attendees are excited to immerse themselves in all things boating, from community to education to entertainment, while enjoying a world-class shopping environment,” she said. “And we can’t do this alone—a successful show experience must be done in concert with exhibitors, sponsors and partners—combining the power of our expertise and resources to collectively deliver the boat show experience boating consumers expect—getting this right ensures that together, we deliver a win/win/win for our customers and for NMMA that’s the boating consumer, our exhibitors and our sponsors.”

The Soundings Trade Only article points to continued strength among repeat boat-buying audiences, underscoring the importance of attracting future boaters. Bradley added, “Boat shows are the ideal venue to introduce newcomers to the boating lifestyle, and our work is focused on bringing those future buyers into the fold. At the same time, they’ve evolved to focus on the repeat buyer and that’s a miss—we’re leaving interested, first-time shoppers out in the cold at a moment when we’ve gathered all the best brands to showcase the incredible products and experiences we have to offer.

“Somehow, we’ve lost sight of the tremendous opportunity to capitalize on boat shows as a way to introduce first-timers and make them feel welcome. People new to boating want to learn, socialize, and dip their toe in the water – to feel out what boating is all about. This means moving away from the hard sell, offering education and hands-on experiences designed for those in the early exploration stage, and creating moments of surprise and delight in every corner of their show experience.”

As exhibitors prepare for the coming boat show season, NMMA encourages early and active marketing—weeks, and months, ahead of the show, as well as robust post-show outreach and follow up.

“Show marketing should be happening now, as consumers are assessing their year-end financial position, considering their discretionary spending in the coming year, and making their summer plans,” noted Bradley.

As part of Discover Boating-related market expansion efforts, the MRAA is offering boat show marketing education at its upcoming Dealer Week—a great opportunity to engage with and learn from peers and marketing experts about what’s working.

Some brands report that tactics like personalized outreach, VIP invitations, and pre-show campaigns as helping exhibitors convert potential buyers from feeling inspired to feeling engaged. “No longer can we simply show up, display products, and wait for attendees,” Bradley said. “Cultivating growth happens when we connect with potential buyers early and often, create an engaging customer community, and make potential and current customers feel valued whether they’re just curious about what kind of boat they might want or they’re considering upgrading to their 6th boat.”

“While we have work to do as an industry to get boat shows to fire on all cylinders, we must recognize the unique strategic advantage they offer and lean into them with enthusiasm as we enter this key selling-season. Some tailwinds to capitalize on are dropping interest rates and glimmers of increased consumer sentiment following the reopening of the government. With this in mind, NMMA is prioritizing its marketing to those ready to buy and elevating the onsite experience with everything from giveaways to interactive and entertaining features that enhance the attendees’ shopping experience.”

Read the full article in Sounds Trade Only.