Braving record-breaking temperatures, last month’s ABR Festival welcomed 20,000 visitors to Ragley Hall for its biggest and most ambitious event yet. With a surge in attendance, packed demo rides and an expanded programme of talks and activities, this year’s festival confirmed its status as a key fixture in the motorcycle industry calendar.
If you thought the heatwave might put the brakes on the ABR Festival, think again. As the mercury shot past 36°C and the Met Office issued only its second-ever red warning for extreme heat, the UK’s biggest motorcycle festival threw open its gates to a record 20,000 visitors at Ragley Hall, Warwickshire, a 14% increase on the 17,500 visitors who attended the event in 2025. It was a scorching weekend, but the heat didn’t stop the ABR faithful, or the industry, from making the journey to Ragley Hall. Record attendance, strong manufacturer participation, and an estimated 18,000 demo rides confirmed the festival’s status as one of the motorcycle industry’s most valuable and relevant showcases.
For manufacturers, retailers and suppliers, the ABR Festival has evolved far beyond its origins. It is now the only event on the calendar where riders can experience multiple brands back-to-back, compare products under real riding conditions and engage directly with the people behind them.
This year’s event featured 247 exhibitors and 28 motorcycle manufacturers, making it one of the largest industry events in the UK. An extensive demo ride programme is the event’s biggest commercial asset. This year, more than 600 bikes were provided by manufacturers, and the demand for them was relentless – test rides were booked solid all weekend. Each machine averaged five rides on Thursday, nine on Friday and Saturday, and seven on Sunday, for a total of 30 demo rides per bike across the fleet and a grand total of more than 18,000 test rides, a remarkable achievement that surprised even the organisers.
Unlike traditional shows and open days, ABR allows riders to compare multiple brands in one visit. For manufacturers, this is a rare opportunity to gather immediate customer feedback, observe purchasing behaviour, and help visitors benchmark products directly against competitors.
The popularity of the off-road routes further reinforced the continued strength of the adventure and dual-sport sectors, with riders queuing for both large-capacity adventure machines and lightweight trail bikes.
More than motorcycles
Often described as the “Glastonbury for bikers,” ABR has evolved into a broad outdoor and adventure festival that is packed with wall-to-wall entertainment. Over the four open days, 28 bands and DJs performed across three stages, plus there was a lively karaoke bar for those brave enough to take the mic, and a silent disco. The festival’s party atmosphere was infectious.
There was also an impressive line-up of guest speakers, including well-known adventurers and authors who shared their inspiring journeys and experiences. Packed schedules of talks and masterclasses were led by Richard Hammond, Charley Boorman, Ted Simon, Chris Birch, Carl Fogarty, Elspeth Beard and many more, attracting large audiences and captivating them with stories of their global travels and the lessons learned along the way.
A new mountaineering stage further broadened the event’s appeal, recognising the increasing overlap between motorcycle travel and outdoor adventure. Meanwhile, the Himalayan Masterclass Stage and Travellers’ Tales tent provided practical advice and tips on route planning, motorcycle preparation and long-distance travel.
The festival’s demographic continues to be commercially attractive: according to ABR’s early post-festival research, 84% of visitors were over 45 and 90% were male, a group with historically strong spending power within the market. Notably, this year saw a broader audience, with more family groups and younger riders present across the festival’s huge 400-acre site, indicating the adventure segment’s widening appeal. Exhibitor areas were busy throughout, with manufacturers unveiling new models, accessory brands demonstrating new products, and tour operators promoting riding experiences.
Hosting an event of this scale during one of the UK’s hottest weekends presented significant operational challenges. The majority of people I spoke to were impressed and enthusiastic about this year’s festival format. The size was impressive, and there was ample content to keep visitors occupied over the four days. On-site accommodation was flexible enough to suit most people, ranging from camping and pre-pitched tents to motorhomes and campervans, and also incorporated a Glamping area. Food, drink, music, a corner shop and even free massages, it was all there – you didn’t have to go off-site for anything. A unique experience with lots of smiling faces.
Organisers responded to the high temperatures by installing drinking water points, water cannons and expanded shaded seating areas. Infrastructure kept pace with the event’s increased attendance, with 67 food vendors, 20 bars and more than 157,000 pints served. Not forgetting the “posh” toilets and showering facilities.
For the second year running, Honda sponsored a fleet of open-top, double-decker buses, so public transport was available. The buses ran around the site every half hour and, judging by the queues, proved to be very popular, particularly for people with mobility issues.
Looking ahead
Festival founder Alun Davies said: “There was a moment during the festival when our vision of creating an event of which the motorcycle industry and public could be proud came of age. The sky was blue, the sun was shining, Ragley Hall looked majestic, and every trade stand was packed with happy, smiling and engaged traders and customers. It’s a privilege to be able to facilitate such a business-friendly environment.”
Davies and his team have already confirmed the festival’s 2027 dates as 24-27 June, once again returning to Ragley Hall. Ticket sales are already live, with generous early-bird discounts available.
The ABR team is already reviewing this year’s feedback. Their attendance target for next year is 22,500, but the focus is on maintaining a high-quality visitor experience with the organisers actively seeking input from both exhibitors and visitors to guide further improvements.
The ABR Festival has become far more than just a consumer event. For manufacturers, it provides one of the UK’s largest real-world demonstration platforms. For accessory brands, it offers direct access to an passionate customer base. For retailers, tour operators and service providers, it creates relationship-building opportunities that would be hard to replicate elsewhere.
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.
ABR Festival 2027 returns to Ragley Hall, Warwickshire, 24-27 June 2027.
For further event information, see www.abrfestival.com.