JUPITER, Fla. — The Florida Motorcoach Association has been revived, marking a renewed effort to unify and advocate for one of the most active motorcoach markets in the nation.
After months of behind-the-scenes work by industry operators, the association is reemerging with new leadership and plans to strengthen Florida’s motorcoach sector and give operators a collective voice.
“This effort to bring the Florida Coach Association back is truly operator-driven,” said Eddie Serrano, vice president of Empire Coach Line. “It’s encouraging to see operators take the lead in rebuilding a unified voice for Florida’s motorcoach industry.”
Florida’s motorcoach industry plays a key role in the state’s economy, particularly in tourism, industry leaders said.
“Tourism drives Florida, and our members drive tourism, both literally and figuratively,” said Matt Brown, president of Astro Travel and Tours. Brown said uniting companies from across the state will allow the industry to better address shared challenges and opportunities.
Experienced leadership
As part of its relaunch, the Florida Motorcoach Association has named Mitch Guralnick as its executive director. Guralnick brings more than 25 years of experience as a motorcoach transportation executive, having worked with original equipment manufacturers and industry associations at the state and national levels.
Association leaders said Guralnick’s experience and industry knowledge position him to help build a durable organization focused on advocacy, education, and communication.
The association plans an aggressive start in 2026, including the launch of a redesigned website, dedicated telephone support, a membership drive, and monthly newsletters. Additional plans include a social event in Birmingham, Alabama, during the United Motorcoach Association EXPO, an in-person summer meeting with educational sessions, and virtual meetings to provide regulatory updates.
For more information, contact Executive Director Mitch Guralnick at 850-816-0000.
