For generations, boat shows have been one of our industry’s most powerful marketplaces, where first-time buyers and existing owners can convene to make a purchase, upgrade, explore new products and technology, and get even more from life on the water.

The role of the boat show remains as important as ever. But today’s consumer is changing, and that means boat shows, and all of us who produce, exhibit and participate in them, must continue to evolve, too. There is a huge opportunity in front of us to create experiences that better meet boat-show attendees wherever they are on the path to ownership.

Today’s Consumer

Recent Ipsos research conducted as part of Discover Boating’s market-expansion work paints a compelling picture of today’s boating consumer. Recent boat buyers are younger, more diverse and more digitally driven than established owners. Their path to ownership is increasingly digital-first and self-directed, with consumers turning to the web to research boating and determine what might be right for them.

But here’s an important point to keep in mind: Digital discovery has not replaced the need for human connection. Trust still hinges on people. Dealers remain critical to providing credibility, transparent information and relationship-building. And for an inherently experiential product like a boat, there is enormous value in boat shows, giving consumers an opportunity to move beyond the screen — to climb aboard, see demos in person, ask questions and begin building the confidence that can move them closer to ownership.

The research estimates that there are approximately 35 million high-potential prospective boat buyers in the United States. These are consumers who say they are at least 50% likely to purchase a boat in the future. Some are motivated but cost-conscious. Others have the means to buy but lack boating knowledge or confidence. Some question whether they have enough time to justify ownership. If one-size-fits-all marketing won’t reach these consumers, one-size-fits-all experiences won’t either.

Designing Around the Consumer

That insight is helping shape how we think about the future of Discover Boating boat shows. The opportunity isn’t simply to get more people through the door. It’s instead to create more relevant entry points into boating based on what different consumers need to move forward.

For the cost-conscious buyer, that could mean making it easier to identify boats within reach and providing greater transparency around the path to ownership. For someone who is interested but inexperienced, education and access to trusted experts can remove some of the complexity that makes boating feel intimidating. And for the sales-ready consumer, the ability to compare products efficiently, meet dealers and see what’s new can help turn consideration into action.

Across our show portfolio, we’re taking a more intentional test-and-learn approach to addressing those needs. We’re using consumer insights, borrowing best practices from successful events around the world, and testing new concepts to better understand what resonates.

At the 2027 Discover Boating Minneapolis Boat Show, for example, we’re testing a new experience in Hall A. The Launch Point organizes entry-level boats into more intuitive shopping areas, centered around activities and interests, such as fishing and watersports. The goal is to simplify the shopping experience and help consumers more easily connect how they want to spend their time on the water.

We’re also introducing Boat Show A-Glow, an after-dark experience designed to attract new audiences and drive evening attendance. With lighting, music, entertainment and a more social atmosphere, it’s an opportunity to rethink what a night at a boat show can look like while creating another environment for consumers and exhibitors to connect.

Education is another critical part of the equation. At the recent Norwalk Boat Show, we tested a Captain’s Cove concept that will be rolled out across 2027 shows. It includes complimentary guided show tours organized around specific consumer interests. Rather than handing a first-time attendee a floor plan and expecting them to figure everything out, we can help curate their experience whether they want to learn about engines, buying their first boat, boating safety or the latest technology.

These concepts are different by design because the consumers we need to reach are different. And these represent just a few of the experiences we plan to roll out across our boat shows in 2027.

The Miami Show Experience

The Discover Boating Miami International Boat Show is a global gathering point for our industry. The National Marine Manufacturers Association and Informa Markets recognize the importance of continuing to evolve this cornerstone event to better meet the needs of industry stakeholders and today’s consumer. 

The new Informa Partner Program is focused on helping exhibitors maximize their show investment through benefits ranging from space incentives at the Miami Beach Convention Center to the new complimentary ticket program available to all exhibitors. We continue to work closely with the City of Miami on transportation and traffic mitigation, including additional water taxis and enhancements to transportation routes. Increasing marketing efforts, including a heavier focus internationally, will help reach a broader audience and reinforce Miami as a global destination to discover the best in boating. 

And just as consumer insights are informing changes across our show portfolio, they are helping shape the Miami experience. Pride Park is being reimagined to provide a multitude of new ways for consumers to engage with boating based on their interests, including Entry Point, a new area designed to showcase more accessible pathways into boat ownership featuring boats for less than $150,000; Captain’s Cove; new family-focused programming and ticket packages; and new entertainment and experiential elements aimed to attract a broader audience.

Additional elements are also in the works, from the return of a VIP experience at the Yacht Collection and activations to liven up the Miami Beach Convention Center, to a variety of B2B networking opportunities. These are immediate steps for 2027 but represent a longer-term commitment to ensure the Miami boat show remains a global anchor for the recreational boating community.

Evolving Together

We need to try new approaches, measure what works, and learn and apply those insights across markets. Show producers can rethink layouts and old rules, invest in experiences and improve the attendee journey, but ultimately, the power of a boat show comes from what happens when a consumer who may have spent months researching boating online finally steps aboard a boat and starts talking to the people behind it.

We urge everyone preparing for a 2027 boat show to consider: what they’ll offer that attendees can’t experience or discover on a screen; how questions will be answered, barriers will be removed and boat ownership will be made to feel more understandable and attainable; and what will be done to turn attendee interest into new-customer action.

With millions of prospective buyers interested in boating, the opportunity is significant. Capturing these buyers will require all of us to think critically about how we meet today’s consumer.

Jennifer Thompson is senior vice president of shows for the National Marine Manufacturers Association.

This article first appeared in the November 2026 issue of Soundings Trade Only.