An international hospitality association is expanding into one of the world’s most dynamic hotel markets, using a regional partnership model to establish a local community, build industry leadership and connect professionals to a wider international network. The move offers a potential blueprint for associations looking to globalise while retaining strong local relevance.
HSMAI Global, the Hospitality Sales and Marketing Association International, has signed an agreement allowing its regional arm HSMAI Europe to develop and manage its activities in Turkey on behalf of the parent organisation. The agreement covers membership, partnerships, sponsorships, programmes and events, with an official launch planned for early 2027.
Rather than importing an established programme wholesale, HSMAI Europe says it will build its Turkish presence from the ground up, beginning with an advisory board of hotel owners, senior hoteliers and commercial leaders.
Ingunn Hofseth, president & CEO, 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.”
She added: “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.”
For association executives considering international expansion, the structure is notable because it combines central brand and network strength with regional ownership of market development.
Existing HSMAI members in the Middle East and Asia-Pacific who have responsibility for Turkey will retain applicable member benefits when participating in Turkish activities.
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 now begin engaging hotel owners, senior executives and industry partners ahead of the launch, with further announcements on the advisory board and first activities expected in the coming months.
