Chicago Boat Show

Sherri Cuvala

Exhibitor Relationship Manager

Nick Ligammari

Operations Manager

Jacob Sutton

Show Administrator

Colleen Kenny

PR Manager

What's on

Programme

Awards

USA Today 10Best Readers' Choice Award – Best Boat Show

Annual

The Discover Boating Chicago Boat Show was ranked 5th in USA Today's 10Best Readers' Choice Awards for Best Boat Shows of 2024

Best Boat Show

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How the last edition performed

Previous edition

Current edition

2027 · 54,000 visitors · 297 exhibitors

Official attendance and exhibitor counts for the 2027 edition are not yet published. The show manager indicated in January 2026 that the 2026 edition had 'just over 400 boats' and they expected 'in the middle 400s' for 2026, but these are not forecasts for 2027

Forecast — not final

Growth over time

New this edition

1
Boatgating at the Boat Show
Football-themed activities on January 31, 2026, with former Chicago Bears players Charles 'Peanut' Tillman, Israel 'Izzy' Idonije, and Jerry Azumah
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2
Expanded boat inventory
The 2026 show featured more cruisers, yachts, and vessels than previous years, with show manager expecting over 400 boats
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3
New show dates
The 2026 show moved to late January (Jan 28 – Feb 1) to avoid the post-holiday slump
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Testimonials

The 2026 boat show was a huge success, surpassing our expectations in both sales numbers and attendance, and offering a promising outlook for the year ahead
Neil Moulis · General Manager · Munson Marine · 2026

It was a great year for us. Between the Still Lake and Fentress booths, we sold 28 units by Sunday night. Attendance was strong and buyers were engaged. With follow-up leads, we expect to close even more sales and are already looking forward to next year
Jason Timberlake · Owner/GM · Still Lake Marine · 2026

Next edition outlook

2027-02-03 – 2027-02-07

organiser_forecast

The 2027 Discover Boating Chicago Boat Show is scheduled for February 3–7 at the Donald E. Stephens Convention Center. Organiser NMMA is expected to build on 2026's momentum, which saw steady attendance and strong sales. While the broader boat-building market faces a correction with production declining through early 2026, winter boat shows have proven resilient, attracting serious buyers. The show will continue its family-friendly lifestyle features including the Discover Boating Beach Club, PaddleFest, and Fred's Shed How-to Center, with potential expansion of interactive experiences. The 2027 edition is also likely to benefit from growing interest in electric and hybrid propulsion systems, with manufacturers showcasing new technologies to eco-conscious consumers

Potential expansion of interactive water experiences based on 2026 attendee feedback Increased emphasis on electric and hybrid boat models reflecting propulsion trends Possible adjustments to show layout to accommodate more exhibitors if demand continues strong Continued integration of educational seminars and how-to clinics to attract first-time buyers

Impact

A bigger and stronger platform

The 2026 Discover Boating Chicago Boat Show delivered steady attendance and strong sales activity, with exhibitors reporting an increase in qualified buyers compared to the previous year. NMMA described the show as a 'huge success' with one dealer selling 28 units by Sunday. The move to Rosemont in 2025 proved transformative, with attendance up 50 percent and exhibitors reporting growth across all key metrics. The show's new date slot (late January) and expanded boat inventory—including more cruisers, yachts, and pontoons—helped attract serious buyers looking to purchase before the summer season

Audience quality

High-value decision-makers

The 2026 edition attracted serious, qualified buyers with strong purchase intent. NMMA reported an increase in qualified buyers year-over-year across its winter shows. Exhibitors noted 'steady crowds' and 'good traffic right up until closing time' with attendees who were 'engaged and ready to buy'. One dealer reported selling 28 units by Sunday. The show's move to Rosemont was praised for easier access, convenient parking, and proximity to an entertainment district, improving the overall attendee experience

Exhibitor outcomes

Real business growth

Exhibitors reported encouraging sales activity and strong return on investment. Neil Moulis of Munson Marine called the 2026 show 'a huge success, surpassing our expectations in both sales numbers and attendance'. Still Lake Marine sold 28 units by Sunday and expected to close additional sales from follow-up leads. Gordy's Lakefront Marine reported 'an increase in attendance and improved results for Gordy's and Cobalt Boats year-over-year'. SkipperBud's described growth across all key metrics including leads, deals written, and pro-shop sales

Intelligence

Market context

Key market insights, trends, news and related events to help you understand the bigger picture.

North America – Great Lakes / Midwest United States

Why it matters

The Chicago Boat Show is a critical bellwether for the U.S. recreational boating market, particularly the Great Lakes and Midwest regions. With 86% of attendees coming to shop and 60% owning or planning to buy a boat, the show delivers high-intent buyers directly to exhibitors. Despite a broader market correction in boat production, the 2026 edition demonstrated steady attendance and increased qualified buyers year-over-year, with dealers reporting significant on-site sales. The show offers manufacturers and dealers a key platform to showcase new models, clear inventory, and generate qualified leads during the critical winter buying season. With North America remaining the world's largest leisure boat market, and the recent launch of the in-water Windy City Boat Show confirming Chicago's status as a vibrant boating hub, the Chicago Boat Show remains an essential event for marine industry professionals looking to connect with motivated buyers and capitalise on the strong consumer interest in boating and watersports

Industry trends

Key trends shaping this market and its wider industry.

Market Correction and Cautious Recovery

The U.S. boat-building production index continues to underperform expectations, with annual production expected to decline further through early 2026 before a modest recovery in the second half of 2027. Tariffs and macroeconomic uncertainty remain key downside risks that could dampen consumer demand

Stable Fundamentals but Softening Executive Sentiment

NMMA's Q2 2026 Marine Leadership Barometer shows a more cautious outlook among industry executives, with only 30% holding a positive economic view (down from 35% in Q1). However, nearly three-quarters maintain a neutral or positive view for the next 12 months, and most expect stable capital investment and workforce levels

Electrification and Hybrid Propulsion Growth

Electric and hybrid systems represent the fastest-growing propulsion categories as marinas, regulators, and buyers prioritize lower noise, reduced emissions, and simplified maintenance. Battery-electric adoption is initially concentrating in inland and day-boat applications, while hybrid systems are better positioned in larger cruising yachts

North America Remains Largest Regional Market

North America is the largest leisure boat market globally, valued at approximately $22.3 billion in 2025, driven by high participation rates, extensive inland waterways, established consumer finance, and dense dealer coverage. The region accounts for about 38% of the global market

Strong Buyer Intent at Winter Shows

Winter boat shows continue to attract motivated buyers: 86% of Chicago Boat Show attendees came specifically to shop for boats, 60% own or plan to buy a boat, and 37% made a purchase at or after the show. Exhibitors report 79% rate the show experience above average

Market news

Latest updates from across the market.

Chicago, Louisville Shows Report Steady Attendance, Boat Sales Gains

Latest Boat Building Outlook Updated as Market Correction Persists

Windy City Boat & Yacht Show Successfully Launches Chicago's In-Water Show

Marine Leadership Barometer: Softer Expectations, Stable Fundamentals