HSMA champions integrity, business ethics, competence and excellence among its members. The association provides the venue to discuss issues and directions affecting the hotels and resorts industry.

HSMA is committed to educate and develop sales and marketing professionals through workshops, seminars and conferences focused on disciplines essential to its members – selling skills, marketing trends, creative communication, change management, current events, economy and travel forecasts, among others.

HSMA builds partnerships with other tourism stakeholders on sales and marketing projects and programs to advance sustainable revenue growth for the hotels and resorts industry and contribute to the robust growth of Philippine tourism.

H – Highly spirited
S – Success oriented
M – Motivators making a difference
A – Aware and accountable