HSMAI Europe will expand into Turkey in 2027, under a new agreement with HSMAI Global, covering membership, education, events, partnerships, and industry collaboration. The agreement, which took effect on 17 August 2026, enables HSMAI Europe to develop and manage HSMAI activities in the Turkish market.
The expansion into Turkey is a significant step for HSMAI Europe, and preparations have begun ahead of an official launch planned for early 2027. One of the first steps will be the establishment of an Advisory Board comprising hotel owners, senior hoteliers, and commercial leaders.
The Advisory Board will contribute to defining HSMAI’s priorities and future activities in Turkey. Ingunn Hofseth, President & CEO of HSMAI Europe, said: “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 HSMAI Europe wants to bring its international network, knowledge, and opportunities closer to the market. The organization also aims to bring the voices, experience, and expertise of Turkish hospitality leaders into its wider European and global community.
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HSMAI Europe plans to develop a programme of activities in Turkey focused on commercial hospitality disciplines. The initiative will involve hotel owners, general managers, commercial executives, and specialists working across revenue management, sales, marketing, and distribution.
The programme will also cover areas including artificial intelligence, technology, leadership, and talent development. Through the Advisory Board and ongoing dialogue with the industry, hospitality executives operating in Turkey will be involved in shaping the organization’s activities in the market.
They will provide participants in Turkey with access to HSMAI Europe’s wider network of industry leaders, events, educational programmes, professional development activities, and collaboration opportunities across Europe.
The agreement also addresses membership arrangements for 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.
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Under the arrangement, 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 in Turkey and across Europe.
Brian Hicks, President & CEO of HSMAI Global, said: “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.”
HSMAI Europe will engage with hotel owners, senior hoteliers, commercial executives, and industry partners interested in participating in the development of its activities in Turkey.