ABA’s Commitment to Inclusion, Workforce Development, and Industry Growth
The American Bus Association remains steadfast in its commitment to inclusion, workforce development, and industry growth. Our efforts to foster a diverse and thriving travel sector are evident in the initiatives we champion, the partnerships we build, and the events we host. Through our collective work, we continue to expand opportunities for all individuals and businesses, ensuring that the future of travel is equitable and prosperous.
One such example of our impact was this year’s ABA Marketplace in Philadelphia. With nearly 3,000 attendees from all backgrounds, 7,000 hotel room nights booked, 100,000 scheduled appointments, and a remarkable $4.5 million in economic activity, the event was a testament to the strength and diversity of our industry.
February also brought another milestone: the celebration of Black History Month. The ABA African American Motorcoach Council made history by announcing its first-ever Washington, D.C., fly-in. This landmark event will see AAMC members engage directly with policymakers, culminating in their participation at the Congressional Black Caucus’ annual meetings in September 2025. This is a significant step forward in ensuring that the voices of African American motorcoach operators are heard at the highest levels of government.
A more inclusive and understanding society starts with respect, connection, and an appreciation of our differences.
In addition, ABA, alongside the Ontario Motor Coach Association and Motor Coach Canada, proudly announced a new partnership with Travel Unity to launch a pioneering workforce development initiative. Members can access Travel Unity’s Individual Certificate program through this collaboration, equipping them with the skills needed to engage with a broader and more diverse audience. This program helps create pathways for diverse professionals and underscores our commitment to fostering a workforce that reflects the diversity of the communities we serve.
Another crucial component of this commitment is promoting Black heritage tourism. As we celebrate Black history, we also recognize the importance of preserving and sharing African Americans’ full history—the struggles, resilience, and rich cultural contributions—through travel. Black heritage tourism is not just about visiting historic sites; it’s about education, storytelling, and creating meaningful experiences that connect travelers to the past and inspire future generations.
At the heart of these initiatives is a fundamental truth: we lead by example. A more inclusive and understanding society starts with respect, connection, and an appreciation of our differences. Travel, meaningful work, and genuine human interactions help build this understanding and respect—cornerstones of our future success. That is what ABA is all about.
We take great pride in recruiting, retaining, and training the best talent in the industry, ensuring that our member companies have the tools and opportunities to reach a diverse customer base. Travel is for all, and we remain committed to expanding opportunities and fostering an industry that welcomes everyone.
Sincerely,
FRED FERGUSON
President & CEO
fferguson@buses.org
