As it approaches its 100th anniversary in 2026, the American Bus Association (ABA) announced a bold new 2025–2027 Strategic Plan. 

Framed as a launchpad for the next century, the plan outlines ABA’s vision to strengthen its leadership, enhance member value, and elevate the motorcoach industry’s role in North American mobility and tourism.

“This strategic plan is more than a roadmap — a commitment to our members and the future,” said Terry Fischer, CEO of TCS and ABA Board Chair. “With renewed focus and a clear vision, this plan positions ABA to champion our industry, deliver greater value, and shape the next century of success.”

Vision, Values, and Strategic Pillars

From the 2025 Ryder Cup and the 2026 FIFA World Cup to America’s Semiquincentennial and the 2028 Olympics in Los Angeles, the next few years promise record demand for group travel and underscore the importance of a resilient motorcoach sector. ABA’s new strategic plan aims to meet that moment with clear priorities and long-term direction.

At its core, the 2025–2027 Strategic Plan seeks to unite operators and partners across North America under a shared mission: to create a thriving, connected, and informed group travel industry, association officials said. 

To achieve this, ABA will focus on four foundational pillars:

• Advocacy & Regulatory Affairs: A data-driven policy platform, reinforced by the ABA Foundation, that champions member interests at every level of government.

• ABA Marketplace: The industry’s premier destination for business development and networking — delivering high-impact sales leads and strategic connections.

• Talent & Development: Supporting the workforce through modern recruitment, professional training, and inclusion strategies.

• Safety & Maintenance: Through BISC and the Maintenance and Repair Council, ABA leads in operational best practices and industry safety standards.

These pillars are supported by defined performance metrics to track progress in advocacy, membership engagement, financial growth, and overall organizational impact, the ABA said.

The plan also outlines five core promises for its members:

• Advocate for a favorable business and regulatory environment.

• Grow and connect the North American bus and group travel market.

• Advance knowledge, professional development, and partnerships.

• Boost consumer engagement with motorcoach travel.

• Ensure ABA’s sustained growth and leadership.

A Focus on Continuity, Digital Investment

By 2027, the ABA said it aims to be recognized as one of Washington D.C.’s Top 50 advocacy organizations, lead the group travel sector in connectivity, and set national communications and financial health benchmarks.

ABA’s board has extended the leadership tenures of Chair Terry Fischer and Vice Chair Mike Canine through 2027 to support implementation. Fischer will now preside over the ABA Marketplace in his hometown of Calgary, while Canine, Chair of the new Policy Committee, will guide the association’s advocacy agenda.

A key part of ABA’s next chapter includes investing in digital infrastructure and brand modernization. 

A new website, launching in early 2026, will offer improved functionality and a refreshed member experience. This is part of a broader rebrand to reflect ABA’s vision for the future better while honoring its legacy.

“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,” said ABA President/CEO Fred Ferguson. “It ensures ABA remains the leading force behind a connected, competitive, and resilient motorcoach and group travel industry.”