HSMAI Europe Sets Its Sights on Turkey – Building Something New in One of the World’s Most Dynamic Hospitality Markets

HSMAI Europe is preparing to build a strong presence in Turkey, with high ambitions for one of the world’s most important and dynamic hospitality markets.

Under a new agreement between HSMAI Global and HSMAI Europe, HSMAI Europe will develop and manage HSMAI activities in Turkey on behalf of HSMAI Global, including membership, partnerships, sponsorships, programmes and events.

The agreement became effective on 17 August 2026, enabling HSMAI Europe to begin preparations immediately ahead of the official launch in early 2027.

One of the first priorities will be to establish an Advisory Board, bringing together respected hotel owners, senior hoteliers and commercial leaders to help shape HSMAI’s priorities and future direction in the market.

“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. Turkey has an extraordinary hospitality sector, and we want to bring HSMAI’s international network, knowledge and opportunities closer to the market – while, equally importantly, bringing the voices, experience and expertise of Turkish hospitality leaders into our wider European and global community.”

Ingunn Hofseth
President & CEO, HSMAI Europe

Building Together with the Turkish Hospitality Industry

HSMAI Europe plans to develop a growing programme of activities in Turkey around the commercial disciplines, bringing together hotel owners, general managers, commercial leaders and specialists across revenue management, sales, marketing and distribution, alongside increasingly important areas such as AI, technology, leadership and talent.

Through the upcoming Advisory Board and ongoing dialogue with the industry, local hospitality leaders will have an important role in helping shape HSMAI’s activities in the market.

The initiative will also provide access to HSMAI Europe’s wider network of industry leaders, events, education, professional development and opportunities for collaboration across Europe

“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.”

Brian Hicks
President & CEO of HSMAI Global

The agreement has also been structured to ensure that existing HSMAI members based in the Middle East and Asia-Pacific who have responsibility for Turkey, and whose memberships are registered through their respective HSMAI regions, receive the same applicable member benefits when participating in HSMAI activities in Turkey as members based in Turkey who join through HSMAI Europe.

High Ambitions for Turkey

HSMAI Europe will be reaching out to hotel owners, senior hoteliers, commercial executives and industry partners who would like to become involved and help shape the future of HSMAI in Turkey.

Companies operating in Turkey will have the opportunity to become members and partners of HSMAI Europe and participate in relevant HSMAI activities both in Turkey and across Europe.

Further announcements about the Advisory Board, the first activities in the market and opportunities to become involved will follow.

About HSMAI Region Europe

HSMAI – Hospitality Sales and Marketing Association International – is a global membership organisation founded in the United States in 1927 and one of the world’s largest and most active associations dedicated to sales, marketing and revenue growth in the hospitality industry. HSMAI Region Europe is the European arm of the organisation.

HSMAI Europe is committed to advancing commercial excellence across the hospitality sector through professional development, strategic insight, sustainability leadership and industry collaboration.

You can reach us at [email protected]