Another ABR Festival is in the books, and it’s the biggest one yet. Despite a scorching heatwave and only the second ever red weather warning issued by the Met Office, 20,000 visitors came through the gates at Ragley Hall, a 14% jump on 2025’s 17,500. Riders braved 36°C heat across the four-hundred-acre site and didn’t let it dampen the atmosphere for a second.
The numbers tell their own story. 247 exhibitors and 28 motorcycle manufacturers took part, with over 600 demo bikes provided and every single one booked solid across the weekend. Between them they clocked up an estimated 18,000 test rides, a genuinely unmatched figure for a UK motorcycle event. Add in 67 food vendors, 20 bars, over 157,000 pints served, a new mountaineering stage, and a guest speaker line-up including Richard Hammond, Charley Boorman, Ted Simon, Carl Fogarty and Elspeth Beard, and it’s easy to see why demand keeps climbing.
Stands for 2027 are already rebooking fast, and ticket sales for next year’s event are live too, with early-bird pricing in place. We’ve confirmed the dates already, 24 to 27 June 2027, back at Ragley Hall. If this year is anything to go by, it will be another world class weekend.
As British Dealer News put it in their July issue:
“As consumer expectations increasingly centre on events like the ABR Festival, they are becoming critical to manufacturers’ and retailers’ strategies. If early summer timing, attendance, exhibitor numbers and customer engagement are any indication, the ABR Festival is now the UK’s most influential motorcycle business event.”
That’s exactly the position we set out to build, and 2026 has proven it. If you’re a brand, dealer or tour operator thinking about 2027, now’s the time to get in touch, stands are moving quickly and the early-bird window won’t last.
