As of 17 August 2026, an agreement is in effect authorising HSMAI Europe to develop and manage all HSMAI activities in Turkey on behalf of HSMAI Global. This covers memberships, partnerships, sponsorships, programmes and events. The official launch is planned for early 2027, with preparations already under way.
HSMAI (Hospitality Sales and Marketing Association International) is a global industry association connecting professionals across revenue management, sales, marketing and distribution in the hospitality sector.
Advisory Board as first priority
One of the first steps will be the establishment of an Advisory Board. It is designed to bring together hotel owners, senior hoteliers and commercial leaders to help shape HSMAI’s priorities and strategic direction in Turkey.
“We are starting from the beginning in Turkey, and that is incredibly exciting. We have the opportunity to listen to the industry and build something that is relevant to the Turkish market from day one,” says Ingunn Hofseth, President & CEO of HSMAI Europe. The aim, she adds, is to bring HSMAI’s international network, knowledge and opportunities closer to the Turkish market – while equally integrating the experience and expertise of Turkish hospitality leaders into the wider European and global community.
Programme built around commercial disciplines
HSMAI Europe plans to develop a growing programme in Turkey centred on the commercial core areas of the hospitality industry: revenue management, sales, marketing and distribution. Additional topics such as artificial intelligence, technology, leadership and talent development will complement the offering. Local industry leaders are expected to play an active role in shaping activities through the Advisory Board and ongoing dialogue.
Brian Hicks, President & CEO of HSMAI Global, explains: “The expansion of HSMAI into Turkey reflects our commitment to supporting the hospitality industry wherever opportunities and needs exist. Turkey’s hospitality industry has demonstrated remarkable strength and global influence, and we believe the time is right to bring commercial leaders together, advance thought leadership, and provide education and networking opportunities.”
Provisions for existing members
The agreement also addresses companies that are already HSMAI members through the Middle East or Asia-Pacific regions and hold responsibility for Turkey. They will receive the same applicable member benefits when participating in HSMAI activities in Turkey as companies that join through HSMAI Europe. Businesses operating in Turkey will have the opportunity to become members or partners of HSMAI Europe and participate in activities both in Turkey and across Europe.
Further announcements regarding the Advisory Board, initial activities in the market and opportunities to get involved are expected to follow.
