HSMAI Europe Prepares to Launch in Turkey with New Hospitality Community

HSMAI Europe is preparing to establish a new hospitality community in Turkey, following an agreement with HSMAI Global that will see the European region develop and manage the organisation’s activities in the market.

The agreement, which became effective on 17 August 2026, gives HSMAI Europe responsibility for developing and managing HSMAI activities in Turkey on behalf of HSMAI Global, including membership, partnerships, sponsorships, programmes and events. Preparations will begin immediately, ahead of an official launch planned for early 2027.

The initiative is intended to bring together hotel owners, senior hoteliers and commercial leaders while connecting the Turkish hospitality sector more closely with HSMAI’s wider European and global network.

One of the first priorities will be the creation of an Advisory Board, bringing together respected hotel owners, senior hospitality executives and commercial leaders to help define HSMAI’s priorities and future 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. 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,” said Ingunn Hofseth, President & CEO, HSMAI Europe.

Building around commercial leadership

HSMAI Europe plans to develop a programme of activities in Turkey focused on the commercial disciplines of hospitality. This will bring together hotel owners, general managers, commercial leaders and specialists working across revenue management, sales, marketing and distribution.

The programme is also expected to address areas that are becoming increasingly important to the sector, including AI, technology, leadership and talent.

The forthcoming Advisory Board, alongside continued dialogue with the Turkish hospitality industry, will give local leaders a role in shaping the organisation’s activities and priorities in the market.

At the same time, the initiative will give hospitality professionals in Turkey access to HSMAI Europe’s wider network of industry leaders, events, education and professional development opportunities, as well as opportunities for collaboration across Europe.
 

For HSMAI Global, the move reflects a broader ambition to extend its support for hospitality professionals into markets where there is both industry strength and demand for greater commercial collaboration.

“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,” said Brian Hicks, President & CEO of HSMAI Global.

Membership will extend beyond Turkey

The agreement also addresses existing HSMAI members based in the Middle East and Asia-Pacific who have responsibility for Turkey but whose memberships are registered through their respective HSMAI regions.

These members will receive the same applicable member benefits when participating in HSMAI activities in Turkey as members based in Turkey who join through HSMAI Europe.

Companies operating in Turkey will be able to become members and partners of HSMAI Europe and participate in relevant HSMAI activities both within Turkey and across Europe.

HSMAI Europe will now begin reaching out to hotel owners, senior hoteliers, commercial executives and industry partners interested in becoming involved and helping shape the organisation’s future presence in the country.

Further announcements are expected on the composition of the Advisory Board, the first activities planned for the Turkish market and opportunities for organisations and individuals to become involved.

HSMAI – the 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 hospitality. HSMAI Region Europe is the European arm of the organisation, with a focus on advancing commercial excellence across the hospitality sector through professional development, strategic insight, sustainability leadership and industry collaboration.
 

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