Dubai, UAE — The region’s top hospitality professionals will converge at the Conrad Dubai Hotel on November 25-26, 2025, for the eighth annual Commercial Strategy Conference (CSC) MEA.
Organized by the Hospitality Sales and Marketing Association International (HSMAI) Middle East and Africa, the event has been the premier gathering for industry peers since 2018, offering a platform to discuss pressing issues and emerging trends in sales, marketing, revenue management, and distribution.
This year, HSMAI MEA and its Advisory Board are raising the bar with a dynamic, jam-packed program designed to educate, inspire, and foster connections. The 2025 conference will feature expert-led sessions by leading figures on crucial topics such as revenue optimization, sales strategies, and marketing trends. Attendees will also gain insights into the latest technologies and tools that are shaping the future of the hospitality sector.
A major highlight of the conference is the highly anticipated annual ROCKSTAR awards. This ceremony celebrates exceptional on-property professionals who have demonstrated bold initiatives and made outstanding contributions to the Middle East’s hospitality industry. These awards recognize individuals who push the boundaries of commercial success, fostering innovation and excellence across the sector.
The ROCKSTAR awards process is a unique and engaging feature of the conference. Nine finalists, carefully selected by the HSMAI MEA Advisory Board, will be invited to present their winning strategies live on stage. The audience will then have the opportunity to vote for the top three, adding an interactive element to the recognition ceremony. Winners will receive a comprehensive prize package, including an HSMAI certification course, event attendance, and an annual membership. They will also be awarded a 50% scholarship on Executive Master’s programs at Glion and Les Roches, a complimentary executive course, and two free round-trip tickets anywhere in the world, in partnership with Wego. Submissions for the awards are open online until August 15.
“This year’s Conference is shaping up to be our most ambitious and dynamic event yet,” said Mona Faraj, President of HSMAI MEA. “Since the launch of our initial conference two decades ago, we’ve continually adapted to equip hotel leaders with the tools, insights, and strategies needed to address key challenges and capture new possibilities. As we approach our 8th regional CSC, anticipation is high for a rich exchange of ideas, impactful networking, and game-changing discoveries.”
In an effort to make the conference accessible, HSMAI MEA is offering specially reduced delegate passes for university and college students and faculty, priced at just USD 75. Additionally, hoteliers from the GCC residing outside of the UAE can avail a 50% discount on delegate passes.
Before the main event, on November 23-24, the conference will host four in-person review courses. These sessions offer hospitality professionals a unique opportunity to fast-track their HSMAI certifications in areas such as Digital Marketing (CHDM), Revenue Management (CRME), Hotel Sales (CHSL), and Business Acumen (CHBA).
Registrations are currently open, with special early bird discounts available. The conference is proudly sponsored by the Dubai Department of Economy and Tourism (DET), with platinum sponsors including Global Hotel Alliance (GHA) and Yango Ads.
