Global GSA unveils new identity and plots expansion into high-growth markets

The Global GSA Group has celebrated its 30th anniversary with a refreshed brand identity and renewed plans for global expansion, marking a major milestone for one of the air cargo industry’s most recognised general sales agents.

Founded in Amsterdam in 1995 by Jos Busscher and a business partner, the company quickly gained momentum with the addition of Ismail Durmaz—now chairman—and current vice president Kitty Lau. Leveraging strong ties with fast-growing carriers such as Turkish Airlines and China Southern, the team built a foundation that enabled Global GSA to steadily extend its footprint across multiple continents.

Durmaz noted that early relationships forged during his time working at Schiphol’s cargo terminals eventually matured into valuable partnerships as former colleagues rose to leadership roles across forwarding companies. This network, he said, played a key role in the group’s long-term growth.

The company marked its 30-year journey with a global employee gathering in Amsterdam and the unveiling of a new brand identity designed to reflect its evolution.

Global GSA, which currently operates in about 40 countries, is preparing for its next phase of expansion. With global supply chains being reshaped by shifting trade flows and geopolitical realignments, the company is targeting new opportunities in underserved or fast-growing regions.

Priority markets include the Indian Subcontinent—where the group does not yet operate—as well as South America, the United States and Southeast Asia. Although Global GSA already has a presence in the latter three regions, Saray said significant headroom remains for additional growth and deeper market penetration.

As the company enters its fourth decade, leadership says its focus will remain on strengthening global partnerships, enhancing specialised cargo capabilities, and aligning its network with emerging trade corridors.