2026 Newsmakers of the Year: Sandy Borowsky, Starr Bus Charter & Tours

The Groups Today “Newsmakers of the Year” initiative recognizes the individuals, organizations, associations, and companies that have recently made the biggest impact on the group travel industry. From tour operators and advisors to destinations, suppliers, and industry leaders, this feature spotlights those who’ve shaped important conversations, introduced new ideas, closed impressive deals, or drove meaningful change within the group travel space.

Keep reading to learn more about Sandy Borowsky and Starr Bus Charter & Tours, a 2026 Newsmaker!

A third-generation owner of a family business founded in 1947, Sandy Borowsky, Executive Vice President of Starr Bus Charter & Tours, believes in evolving and finding new ways to serve travelers. That’s exactly why the development of the “Richmond VA Pride: LGBTQ+ Heritage, Arts & History” initiative is so significant.

Created for LGBTQ+ travelers and allies alike, Borowsky shared how the itinerary goes beyond traditional sightseeing to explore Richmond through the lens of its LGBTQ+ history, arts, culture, and local businesses. Working alongside organizations such as OutRVA and Richmond Region Tourism allowed Borowsky and her team to create an experience that was authentic, educational, and welcoming to all travelers.

“The tour demonstrates how motorcoach travel can continue to evolve alongside the changing interests and expectations of today’s travelers,” Borowsky said. “It shows that group travel can celebrate diversity, foster connection, and create meaningful experiences while remaining accessible and inclusive. The tour supports local theaters, restaurants, attractions, and organizations while helping visitors engage with the destination in a deeper and more meaningful way. It demonstrates that tourism can be both economically beneficial and culturally respectful.”

Borowsky is confident this model could be replicated in many destinations, as travelers are increasingly seeking authentic experiences and meaningful connections.

“Whether through inclusive travel experiences, innovative transportation solutions, or collaborative partnerships, my goal has always been to identify opportunities that strengthen the future of group travel while remaining true to the values that have guided Starr for nearly eight decades,” Borowsky added. “I am honored by this recognition and grateful to the many partners, team members, destinations, and travelers who have contributed to these successes. The Richmond Pride tour may have earned this recognition, but it reflects a larger commitment to creating meaningful travel experiences, fostering collaboration, and helping our industry continue to grow and thrive.”

Click here to read more from the rest of Groups Today’s 2026 Newsmakers of the Year.

Written by Sarah Suydam, Managing Editor for Groups Today.

Photos courtesy of Sandy Borowsky.