American Bus Association Board Unveils Strategic Plan to Strengthen Motorcoach and Group Travel Industry
The American Bus Association (ABA), North America’s leading trade association representing the motorcoach, group travel, and tourism industries, proudly introduces its 2025–2027 Strategic Plan—an ambitious and forward-looking roadmap to guide our work and impact over the next three years.
This plan launches at a pivotal moment in ABA’s history. As ABA prepares to celebrate its 100th anniversary in 2026, the Board of Directors has set the organization on a path with clear purpose: to honor a century of connecting people with places while laying the foundation for the next hundred years of growth, leadership, and innovation.
The motorcoach and group travel industry stands at the center of some of the most monumental moments of the decade—from the 2025 Ryder Cup to the 2026 FIFA World Cup, America’s Semiquincentennial celebration, and the 2028 Olympic and Paralympic Games in Los Angeles. These events spotlight our industry’s power to move people, power economies, and enrich experiences.
“This strategic plan is more than a roadmap—it’s a commitment to our members and to the future of the motorcoach, group travel, and tourism industries,” said Terry Fischer, CEO of TCS and Chairman of the ABA Board of Directors. “As we approach ABA’s 100th anniversary, we are investing in the tools, talent, and strategy needed to lead with purpose and impact. With renewed focus and a clear vision, this plan positions ABA to champion our industry, deliver greater value to members, and shape the next century of success.”
2025–2027 Strategic Plan
The 2025–2027 Strategic Plan elevates ABA’s vision for the future—uniting bus operators and their partners to create a thriving, connected and informed group travel industry. It provides the direction, focus, and alignment needed to strengthen advocacy, expand networks, develop the workforce, and elevate the role of motorcoach travel in North America’s broader transportation and tourism landscape. The plan also incorporates clear financial, membership, and operational metrics to guide ABA’s progress, measure impact, and ensure accountability across every area of the organization’s work.
ABA’s Commitments to its Members
At the heart of the plan are ABA’s Commitments to its Members, which reflect ABA’s promise to deliver excellence across every part of the organization:
- Drive a favorable business and regulatory environment for operators and partners.
- Connect and grow the North American bus and group travel market.
- Advance industry knowledge, connections, and professional development.
- Increase consumer awareness and engagement in bus travel and tourism.
- Ensure the growth and long-term success of the American Bus Association.
ABA Strategic Pillars
To bring this vision to life, ABA will align its operations and investments around four central pillars —core areas that define ABA’s strategic focus and deliver measurable value across the motorcoach and group travel industry. These pillars reinforce the foundation of what we do, while complementing the many programs and services our members rely on, including employee resource councils, exclusive member discounts, business development tools, and ongoing professional education and webinars.
- ABA Advocacy and Regulatory Affairs: Our advocacy engine is the leading voice for group and domestic travel—protecting and advancing the interests of our members in Washington and beyond. Powered by data and research from the ABA Foundation, our policy work is focused, evidence-based, and impactful—positioning motorcoach travel as essential to the U.S. economy and mobility network.
- ABA Marketplace: ABA Marketplace continues to be the premier destination for qualified sales leads and domestic business development. It is where connections happen, partnerships are built, and the future of group travel takes shape—one handshake at a time.
- ABA Talent and Development: Reimagined to meet today’s workforce demands, this platform supports driver recruitment and retention, professional training, and the development of inclusive, high-performing workplaces across the industry.
- ABA Safety and Maintenance: Through the ABA Bus Industry Safety Council (BISC) and Maintenance and Repair Council, ABA delivers the industry’s most respected forum for safety, maintenance, and compliance. From best practices to operational standards, BISC ensures that motorcoach travel remains one of the safest and most trusted transportation options available.
Looking Ahead: Outcomes That Matter
With this plan, ABA is focused on outcomes that matter—not just for the Association, but for the entire motorcoach and group travel industry. It’s a plan rooted in action and accountability, designed to elevate our members, strengthen our voice, and expand our impact.
By 2027, ABA aims to:
- Be recognized as one of the Top 50 advocacy organizations in Washington, D.C.
- Be the preeminent association for group travel connections across North America.
- Set the national standard for effective communications and member engagement.
- Achieve financial strength and serve as a cultural leader within the association and the industry it represents.
Immediate Investments and Actions
As part of the strategic plan’s early implementation, the ABA Board of Directors has also extended the tenure of ABA Chair Terry Fischer and Vice Chair Mike Canine by one additional year. A native of Calgary, Terry will now lead the association into ABA Marketplace 2027, which will be hosted in his hometown—bringing unique insight and leadership to this important event.
This decision also provides continuity and momentum for ABA Vice Chair Mike Canine, who now has additional time to build out and embed the ABA Policy Committee into the association’s structure. As the recently appointed Chair of this committee, Mike will lead the development and rollout of a policy work plan that supports ABA’s advocacy goals and aligns with the high standards our members expect.
To deliver ABA programs more effectively and expand the value it offers, ABA is also investing in its digital infrastructure and brand identity. A new website, launching in early 2026, will feature improved functionality and a modernized member experience. It’s part of a broader rebrand that honors our roots while positioning ABA for the next 100 years—from a place of strength and leadership within the $100 billion group and domestic travel industry.
“This strategic plan reflects ABA’s bold vision for the future—uniting our industry, amplifying our voice, and delivering lasting value to our members,” said ABA President and CEO Fred Ferguson. “As we look ahead to historic milestones and unprecedented opportunities in the motorcoach, group, and domestic travel industry, we are putting the right plan in place, making the right investments, and surrounding ourselves with the right leadership team to deliver. With continuity in our board leadership and a renewed focus on advocacy, innovation, and member experience, this plan charts a clear course for the next three years—and the next 100—ensuring ABA remains the leading force behind a connected, competitive, and resilient motorcoach and group travel industry.”
For more information, visit www.buses.org.
