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From the heart of Riyadh and for the first time in the Middle East, Fiera Milano and Semark announce Host Arabia: a pioneering event set to raise the bar in the hospitality industry.
Riyadh, 26 November 2024 – Fiera Milano, Italy's premier trade fair and congress sector leader and one of the top operators globally, today proudly announced Host Arabia, in partnership with Semark, a Saudi leader in event organization for the Food Service sector. This launch took place during Horeca 2024, the biggest international food, beverage & hospitality exhibition happening in Saudi Arabia, with the esteemed presence of Italy’s ambassador in the kingdom, Mr. Carlo Baldocci.
Set to launch in Riyadh in 2026, the new trade fair Host Arabia will introduce to Saudi Arabia the successful format of HostMilano – the world’s foremost exhibition for professional hospitality, out-of-home, and retail sectors.
Amidst Vision 2030’s ambitious framework, Saudi Arabia is undergoing a significant transformation with extensive investments in infrastructure and tourism expansion. The Kingdom plans to construct over 300,000 new hotel rooms and welcome 150 million tourists by 2030, marking it as a key player in the global hospitality market.
Francesco Conci, CEO and General Manager of Fiera Milano, commented, “This project marks the beginning of a new growth phase for the Group, focused on global expansion and enhancing our portfolio in high-potential markets, as outlined in our 2024-2027 Strategic Plan.
We aim to further establish ourselves as an incubator of innovation and a hub for business growth, extending the reach of our exhibitions to the world’s leading economic arenas. The Saudi professional hospitality market offers unique opportunities, with import values for HostMilano sectors rising to 456 million euros in 2023 and expected to reach approximately 600 million euros by 2027. Host Arabia aims to capitalize on this potential and reaffirms our ability to anticipate trends and promote Made in Italy in an increasingly competitive international context, expanding the scope of our exhibitions to key markets.”
The collaboration with Semark, part of the prestigious Al Rajhi Group, provides a solid foundation for the success of Host Arabia, thanks to the Saudi partner’s extensive experience in organizing high-profile events aligned with the ambitions of Vision 2030.
Jad Taktak, CEO of Semark, stated, “We are thrilled to collaborate with Fiera Milano on Host Arabia. For the past 15 years, our 'Saudi HORECA' exhibition has led the region in showcasing food, beverage, and hospitality services. This partnership with Fiera Milano is poised to elevate the hospitality exhibition standard in Saudi Arabia, setting the stage for the largest hospitality gathering in the Kingdom and uniting the most influential players from around the world to explore opportunities and showcase the latest industry trends.”
HOSTMILANO: A SUCCESS STORY
HostMilano stands out with its unique exhibition concept that offers a comprehensive overview while providing deep insights into specific sectors, fostering cross-sector synergies across three macro-areas: Professional Catering and Bakery-Pasta-Pizza; Coffee-Tea, Ice Cream-Pastry, and Bar-Coffee Machines-Vending; Furniture-Technology and Tableware.
This biennial event gathers all major international players to unveil their latest innovations. The 2023 edition featured over 2,100 exhibitors, 40% of whom were international, representing 50 countries, and attracted more than 180,000 professional visitors, with 42% from 166 countries, including over 700 top-tier hosted buyers worldwide. Approximately one in five visitors were from GCC countries and Asia.
The event attracts a diverse audience, including importers, distributors, bars, restaurants, hospitality and retail businesses, as well as industry professionals such as chefs, pastry chefs, food service consultants, architects, designers, contractors, and installers. HostMilano goes beyond showcasing exhibitor offerings by placing innovation at its core, featuring an extensive program of events that include insights, expert panel discussions, professional development workshops, live cooking demonstrations, and prestigious international competitions and championships.
ECONOMIC DATA FOR THE SECTOR
Building on this foundation, Host Arabia aims to leverage the forecasted growth potential in Saudi Arabia and the broader GCC markets for professional hospitality. In 2023, trade between the EU and GCC in HostMilano sectors reached 1.31 billion euros, projected to rise to 1.6 billion euros by 2027 with a 6.2% CAGR. Saudi Arabia, notably the second-largest market, generated 455.9 million euros in trade in 2023 (expected to rise to 598.9 million euros by 2027, a 7.1% CAGR).
Italy, a global leader across multiple sectors, holds the largest trade volume with Saudi Arabia for products showcased at HostMilano. In 2023, trade between the two countries reached 167.9 million euros and is forecasted to grow to 190.7 million euros by 2027. By sector, Saudi Arabia is the largest GCC market for Food Service Equipment (100.5 million euros in 2023, 110.5 million euros in 2027) and Bakery and Pastry Equipment (18.7 million euros in 2023, 20.0 million euros in 2027), and the second-largest for Furniture and Tableware (14.2 million euros in 2023, 17.3 million euros in 2027) and Coffee Machines and Vending (34.5 million euros in 2023, 42.9 million euros in 2027).
Regarding consumer habits in the region, preliminary findings from an ongoing survey by Fiera Milano and HostMilano, conducted by CSA Research, reveal that Saudi and UAE consumers are increasingly drawn to personalized and customer-centric out-of-home experiences. Service quality is the top driver for 22% of Saudi consumers and 18.8% in the UAE, followed by ambiance (15.7% in Saudi Arabia, 12% in the UAE) and recipes and cooking processes (15.3% in Saudi Arabia, 16.6% in the UAE). These findings underline the importance for operators to continually upgrade their businesses by investing in technology and innovation.
For more information:
Fiera Milano Press Office
Rosy Mazzanti - Simone Zavettieri
+39 0249977457
+39 335 6992328
Alessia Rizzetto Press Office
Giacomo Addario, M +39 3911024018
Next Host Milano is October 17 - 21, 2025
@HostMilano
Host Milano
HostMilano is the world exhibition dedicated to the catering and hospitality sector; an international hub active all year round that brings professionals together, constantly monitors all the sector's supply chains and consumer styles, presents in-depth analysis of current issues, best practices, international scenarios, produces news and global observatories, organises webinars and events all over the world.
Press
HostMilano and Consorzio SIPAN join forces
to revamp MIPPP - Milano Pane Pizza Pasta,
the new international bakery reference
– Bringing to life an international reference in bakery events, and filling a representation gap in in Europe, by making Italian excellence and foreign players meet with a wider audience of operators –from global buyers to artisans from Italian regions.
This is the aim of the agreement signed between Fiera Milano Spa, the organizer of HostMilano, the world’s leading event in professional hospitality and food retail – at fieramilano in Rho from 17 to 21October 2025 – and Consorzio SIPAN, the consortium that will bring the leading Italian companies in systems and technologies for the White Art in the exhibition’s historic dedicated area, MIPPP – Milano Pane Pizza Pasta.
A combination revamping MIPPP as an international bakery reference
The participation of member companies will consolidate an already rich parterre of top Italian and foreign players flanked by the most interesting emerging, niche and excellent companies, thus bringing even greater attention to next-generation technologies such as automations and sustainable solutions.
The revamped MIPPP – Milano Pane Pizza Pasta will allow exhibitors to intercept new targets of Italian and foreign visitors in the food retail, large-scale retail and out-of-home markets, while it will add value to novel geographies with a strong tradition, such as Southern Italy: suffice it to say that South and Islands are the territory with the most bakeries in the country, over 2,800 compared to less than 2,500 in the second densest, the Northwest (source: Businesscoot).
Andrea Gaibazzi, President of Consorzio SIPAN, commented: “Italy hasn’t had so far a truly international bakery-focused event. HostMilano’s global leadership in Ho.Re.Ca. allows us to reach out to players from different sectors and markets, which increasingly see bakery as a cross-industry factor in food retail: for a wide range of operators, from artisans to small industries, this will be a unique opportunity to discover innovative technologies to develop their business.”
In addition to the exhibition part, MIPPP will also feature its own top-notch reference event in the event schedule in progress in all sectors, which will share data, trends and education through show-cooking moments and speeches by industry leaders.
A new business opportunity for a growing sector
For operators of all sizes, the revamped MIPPP – Milan Pane Pizza Pasta will represent an unmissable business opportunity in a fast-growing industry: the world market for bread and bakery products is estimated at $500 billion and it is expected to grow annually by 6.37 percent by 2028, reaching $640 billion (source: Statista Market Insights; Exactitude). In 2027, Europe alone will be worth $272 billion – more than half of the current global total – thanks to a 3.2 percent CAGR (source: Analytics Research Consulting).
As for retail sales alone, the worldwide value exceeds $218 billion and will reach $291 billion in 2030: sales are distributed in similar proportions (about 30 percent each) among large-scale retail, bakeries and online (source: CMI).
Looking at the Italian market, 46,000 companies generated revenues for €13 billion euros in 2023. Over 24,000 bakeries exist in Italy, about 20,000 being workshops and 4,100 retail outlets, producing a total of 216 tons of industrial bread and 1.5 million tons of fresh bread (source: AIBI; FIPE).
Promotion starts today
The agreement with Consorzio SIPAN, and the consequent reshuffle of MIPPP, will be presented with specific events in conjunction with the most important international appointments as part of Road to Host 2025: the journey toward the next edition featuring networking opportunities with a special focus on North and South America, Europe, Gulf countries and the Far East.
After the recent dates in Toronto and Chicago, the next stops include Denmark and Turkey in Europe; Riyadh, Jeddah, Dubai and Qatar in the Middle East; Singapore, Japan and China in Asia; Montreal, Las Vegas, Colorado Springs and Atlanta in North America; and Brazil and Mexico in Latin America.
To date, more than 900 companies are already registered to Host 2025, with about 400 of them (44 percent) from overseas.
For updated information: www.host.fieramilano, @HostMilano, #HostMilano.
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Video Interviews
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Product Demos
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Coffee
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Gelato
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Chocolate Academy
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Cafe & Restaurant Concpet & Design
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Smart Label Recipients
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Pizza Demos
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& more!
Host Milano Expo 23:
Host Milano 23
Host Milano 23
Eggcheff Scrambled Eggs in 1 Minute at HostMilano 2023 #hostmilano2023 #scrambledegg
Costa X - the new B2B proposition of Costa Coffee launching in UK, EMENA and US. #hostmilano2023
Somengil Multiwasher Total Clean and Dry in 6 Minutes! #hostmilano2023 #commercialdishwashers
2,700+ exhibitors, of which 40% international from 55 countries.
200,000 visitors, of which 40% international from 171 countries.
TOP VISITING COUNTRIES:
Spain, Germany, France,
United Kingdom and Switzerland.
With delegations from the USA,
China, Middle and Far East
Sectors
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Foodservice Equipment, Bakery, Pizza, Pasta
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Coffee, Tea, Bars, Coffee machines, Vending, Gelato, Pastry
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Furniture, Tableware
Events:
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Smart Label - Host Innovation Award
Organized by POLI.design under the patronage of ADI - Associazione Italiana per il Disegno Industriale
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Design Talks organized by POLI.design
Bars, Coffee:
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COFFEE ADDITION
By Aicaf Accademia Italiana Maestri del caffè and ALTOGA Associazione Nazionale Torrefattori e Importatori di Caffè e Grossisti Alimentari
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GRAN PREMIO DELLE CAFFETTERIA ITALIANA
By Aicaf Accademia Italiana Maestri del caffè and ALTOGA Associazione Nazionale Torrefattori e Importatori di Caffè e Grossisti Alimentari
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MOKA CHALLENGE
By Aicaf Accademia Italiana Maestri del caffè and ALTOGA Associazione Nazionale Torrefattori e Importatori di Caffè e Grossisti Alimentari
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LAGS BATTLE ITALY/ WORLD LAGS BATTLE
By Latte art Grading System and ALTOGA Associazione Nazionale Torrefattori e Importatori di Caffè e Grossisti Alimentari
Gelato and Pastry:
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Luxury Pastry in the World
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The World Trophy of Pastry Gelato and Chocolate
By Fipgc International Federation of Pastry, Ice Cream and Chocolate
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Cake Designers World Championship
By Fipgc International Federation of Pastry, Ice Cream and Chocolate
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The World Trophy of Professional Tiramisù
By Fipgc International Federation of Pastry, Ice Cream and Chocolate
Bakery, Pizza, Pasta:
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Show-cooking
By A.P.Pa.Fre. - Associazione Produttori Pasta Fresca della Piccola e Media Impresa
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The European Pizza Championship
Organized by the magazine Pizza e Pasta Italiana
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Bakery Academy
Organised by the Milan Bakers' Association
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Panettone World Championship
By Maestri del Lievito Madre
Professional equipment:
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SMART FOOD – SMART CHEFS – SMART FUTURE
By APCI (Professional Italian Chefs Association)
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FIC Academy 2023
Seminars
By FCSI
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Digital transition, sustainability, skills: the big challenges of catering establishment
By FIPE – Federazione Italiana Pubblici Esercizi
Conferences:
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Food-Technology Lounge
By ANIMA Confindustria Meccanica Varia with its associations and by EFCEM Italia
Find out more about the events on:
Host 2023 becomes more and more a knowledge hub
thanks to more than 800 scheduled events.
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Winners of the Smart Label - Host Innovation Award will be awarded at the event. Products will be displayed in the dedicated SMART Products area and included in an ad hoc publication, the Smart Label Index
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Dozens of food service equipment and bakery industry events will be held with partner associations, including show-cooking and seminars
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Luxury Pastry in the World by Iginio Massari is back, with renowned guest pastry chefs from Italy and abroad as
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Coffee, pastry and ice cream will feature a full calendar of competitions and championships in
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Dedicated professional training will for contract professionals and out-of-home designers will complete the program
Milan, 20 July 2023 – It has always been the reference event for previewing innovative and sustainable products and concepts, and for bringing together supply and demand in the professional hospitality supply chain. And in the latest editions - number 43 is scheduled to take place at fieramilano in Rho from October 13 to 17 - HostMilano has also increasingly become a knowledge hub that anticipates trends, presents data, and engages visitors in exciting challenges and championships thanks to a more than 800 scheduled events.
Sustainable innovation will be the in the spotlight, together with events that respond to the diverse demands of operators, ranging from championships and show-cooking to conferences and seminars and professional refresher courses.
Smart Label: beyond trends
Program highlights include the awarding ceremony of Smart Label – Host Innovation Award, promoted by HostMilano and Fiera Milano in partnership with POLI.design and sponsored by ADI - Industrial Design Association. In just six editions, Smart Label has become the global benchmark for innovations that make a real change in the industry.
This is also evidenced by the significant turnout number: 157 submissions from Italy and abroad. Technology is the most innovative aspect in 40% of the applications, while sustainability counts for more than 23%. While products (almost 90 % of the total) still lead the way, an increasing number of concepts, designs, apps and software are also featured in the Host Innovation Award.
Not only will winners be awarded in an official ceremony during the exhibition, but their entries will also be showcased in the dedicated SMART Products area, a true stage for cutting-edge innovation, and included in an ad hoc publication, the Smart Label Index.
Professional catering and bakery prepare for the future.
Lifelong training is in the forefront in the food service equipment schedule.
The
Smart Food - Smart Chefs - Smart Future events will represent a roadmap of ingredients, people and sustainability outlined by APCI - the Italian Professional Chefs Association where the main feature will be APCI Chef Lab, the “smart” evolution of the APCI Chef Italia National Team. Major challenges in the restaurant industry - such as digital transition, sustainability, soft skills - will then be discussed in workshops by FIPE workshops - Italian Federation of Public Establishments.
Also, the Academy 2023 organized by FIC - Italian Federation of Chefs will offer master classes, training and institutional meetings, while visitors can talk with consultants, designers and manufacturers from FCSI - Foodservice Consultants Society International in a large professional kitchen, seminar and meeting rooms and a lounge. The associations of ANIMA Miscellaneous Mechanics Confederation and EFCEM Italy will also bring to life a real Food-Technology Lounge with a full calendar of meetings, featuring technical/regulatory updates, business meetings and insights into market trends.
Alongside the show-cooking events by A.P.Pa.Fre. - Fresh Pasta Producers Association of Small and Medium Enterprises for pasta - with spokesperson, Paola Naggi, Italy’s Best Woman Chef of the Year 2018 - major championships such as the European Pizza Championship, organized by Italian Pizza e Pasta magazine, and the World Panettone Team Championship promoted by the Accademia dei Maestri del Lievito Madre e del Panettone Italiano (Academy of Italian Masters of Leavened Products and Panettone).
From bar to pastry, challenges reveal new trends
Conversations at the highest level on trends and new techniques for the pastry industry will be held at the Luxury Pastry in the World by Iginio Massari: “the master of masters” returns after the great success of the 2021 edition with a hub dedicated to the most creative and innovative pastry-making, which will host demonstrations, tastings and talks by more than twenty of the most important pastry chefs on the international scene, including Michel Belen Albi, Markus Bohr, Pierre Marcolini, François Stahl and Andrea Zanin.
Exciting challenges among great masters will also enliven this macro-area. In the gelato-pastry sector, FIPGC - International Federation of Pastry, Gelato and Chocolate returns with its exciting championships to Host 2023. The World Trophy of Pastry Gelato and Chocolate will see 12 Nationals compete in three different categories with, simultaneously, the Bakery Chefs' Awards. In the fourth edition of the Cake Designers World Championship teams from Italy, Brazil, USA, Poland, Belgium, Sri Lanka, France, Mexico, Peru, Japan, China, and Malaysia will challenge each other, while Italy, Japan, China, Peru, Colombia, Australia, France, and the Netherlands are the nations competing for the The World Trophy of Professional Tiramisu.
In the coffee world, events organized by AICAF - the Italian Academy of Coffee Masters and ALTOGA - the National Association of Coffee Roasters and Importers and Food Wholesalers - are back. Coffee Addition, featuring a roadshow format across booths with Gianni Cocco and challenges among baristas are particularly noteworthy: in the Italian Coffee Grand Prix, baristas and coffee shop operators not only from Italy but also from AICAF member countries Croatia, Morocco, and Mexico will compete, while the Moka Challenge stands out for being a competition open to everyone. For the Lags Battle Italy/ World Lags Battle ALTOGA is partnering with Latte Art Grading System for the Italian national semifinals, and then the world finals of an event, involving 50 countries.
The upgrade for design professionals
Previews of future design offered by the exhibition layout will be accompanied by appointments in the schedule of events. Alongside Smart Label, a cross-sector award but of particular relevance to this area, again in collaboration with POLI.design, Design Talks will be refresher seminars dedicated to architects and hospitality experts ranging from topics such as user experience, sensory design and wellness to the challenges of sustainability.
HostMilano will be held at fieramilano from
13 and 17 October 2023.
For updated information:
host.fieramilano.it @HostMilano.
A few key highlights of Host Milano 2023
This year Host Milano emphasizes the
growing importance of several key industry trends.
These are sustainability, digitalization, and experiential design as well as
Digital Out of Home Experience (DOOH) in the foodservice sector.
Digital Out Of Home Experience (DOOH): The digital transition in the industry is moving beyond simply photographing dishes at restaurants. DOOH is emerging as an immersive and integrated experience that incorporates technologies such as artificial intelligence, virtual and augmented reality, and advanced social media. QR codes are now being used for traceability and conveying information about a location's values and products.
Technological Advancements: Emerging technologies are continuing to evolve, offering intuitive interfaces, automation of routine operations, remotely connected systems, versatile machinery, and more. There is a focus on energy-efficient and sustainable devices, including those made from recycled materials, aligning with the concept of the circular economy.
Sustainability and the "Attention Economy": The industry is increasingly recognizing the importance of sustainability. A shift towards an "Attention Economy" is occurring, emphasizing the need for daily attention to sustainability details that customers notice. Personalized and contextual messaging, along with innovative technologies, are used to integrate sustainability from the initial concept. This shift recalls a respect for traditional eating and drinking experiences.
Experiential Design: Design in the industry is becoming more multisensory and experiential, balancing technology with reassuring and enveloping aesthetics. There is a renewed focus on natural raw materials, traditional preparation methods, and greenery integration in designs.
Economic Impact: The push for digitalization and sustainability is driving economic growth in the food service equipment industry. The global food service equipment market is projected to reach $44 billion in 2023, with an expected average annual increase of +5.6% up to $76 billion by 2032. Italy is among the leading manufacturing countries in this industry, showing positive growth in various sectors.
Smart Label - Host Innovation Award: This program recognizes innovative products and concepts. Winners will be awarded at the event, and their entries will be displayed in the SMART Products area and featured in the Smart Label Index publication.
Professional Catering and Bakery: The event offers lifelong training opportunities, with events covering ingredients, sustainability, and more. The Italian Professional Chefs Association (APCI) will host APCI Chef Lab. FIPE workshops will discuss industry challenges, and the Italian Federation of Chefs (FIC) will offer master classes and meetings. Associations like ANIMA and EFCEM Italy will provide technical updates and market insights.
Show-Cooking and Championships: Events like the European Pizza Championship and the World Panettone Team Championship will take place. A.P.Pa.Fre. will host show-cooking events featuring renowned chefs.
Luxury Pastry in the World: The event will feature discussions on pastry industry trends and techniques. Renowned pastry chefs from around the world, including Michel Belen Albi, Markus Bohr, Pierre Marcolini, François Stahl, and Andrea Zanin, will participate.
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