Co-organised by Fiera Milano and Semark, Host Arabia is the regional hub for the professional foodservice and hospitality equipment industry. Building on Host Milano’s global expertise, the event provides a privileged access to Saudi Arabia’s dynamic market, which is experiencing unprecedented expansion driven by Vision 2030 ambitious investments. An exclusive 360° opportunity for premier global suppliers of equipment and machinery for baking, pastry, coffee, gelato, pizza, tableware and food services to meet local buyers and distributors. The event is co-located with Saudi HORECA Riyadh.

Press Release

HOST ARABIA, HORECA RIYADH AND SALON DU CHOCOLAT ET DE LA PÂTISSERIE OPENED, LAUNCHING SAUDI ARABIA’S BIGGEST HOSPITALITY WEEK IN RIYADH

Riyadh, 16 December 2025

Riyadh became the capital of global hospitality and gastronomy as HORECA Riyadh, Salon du Chocolat et de la Pâtisserie Riyadh and Host Arabia opened their doors, marking the beginning of the kingdom’s largest and most anticipated hospitality and foodservice event of the year.

Inaugurated yesterday and running until 17 December, at Riyadh Front Exhibition & Conference Center, the joint event — organized by Semark Group in collaboration with Fiera Milano and Hospitality Services under the strategic partnership of the Culinary Arts Commission (CAC) — brings together the full spectrum of the hospitality industry under one roof.

The opening ceremony gathered senior officials, ambassadors and leading figures from the public and private sectors, alongside distinguished guests of honor Guillaume Gomez, President of Groupe Gastronomie and former French ambassador for gastronomy, and renowned Belgian Chocolatier Pierre Marcolini, who joined the celebrations to mark this new milestone in Saudi Arabia’s journey to becoming a global leader in hospitality, gastronomy and tourism.

Uniting four major events, HORECA Riyadh, Host Arabia, Salon du Chocolat et de la Pâtisserie Riyadh and Saudi Elite Chefs, this extraordinary week redefines the scale of professional gatherings in the region. Across 42,000 square meters, the events feature over 500 exhibitors from more than 60 countries and expect to welcome 50,000 professional visitors over three days. Together, they form a powerhouse of creativity, innovation and collaboration.

In his opening remarks, Jad Taktak, CEO of Semark Group, said: “Today we celebrate a milestone for Saudi Arabia’s hospitality industry. This unified platform brings together decades of experience and innovation from around the world to support the kingdom’s bold vision and transform Riyadh into a global destination for excellence, creativity and collaboration”.

HORECA Riyadh, now in its 14th edition, continues its legacy as the kingdom’s leading hospitality and foodservice exhibition, showcasing cutting-edge solutions across foodservice, catering, design and coffee culture.
Visitors will experience a dynamic program of masterclasses, live competitions, and expert-led talks, uniting over 70 international chefs and speakers. The Hospitality Salon Culinaire, Saudi Barista, and Mocktail Competitions are once again among the event’s highlights, celebrating talent and excellence in every aspect of hospitality. HORECA Talks, organized with Hospitality News Middle East and Hodema Consulting Services, will feature thought-provoking sessions exploring innovation, sustainability and the future of hospitality in Saudi Arabia.

“As part of the HORECA Network, with annual events across the Middle East, HORECA Riyadh brings together leading hospitality and foodservice professionals, innovators and investors. Alongside it, Salon du Chocolat et de la Pâtisserie Riyadh celebrates chocolate and pastry artistry while highlighting key trends in the Saudi market,” said Joumana Dammous-Salamé, managing director of Hospitality Services, the company behind the HORECA Network and co-organizer of Salon du Chocolat et de la Pâtisserie Riyadh.

Meanwhile, Host Arabia, making its Saudi debut, brings the international excellence of Host Milano to the region for the very first time. As an extension of the world’s foremost hospitality exhibition organized by Fiera Milano, Host Arabia fosters new partnerships and investment opportunities. The event also features a strong participation of Italian companies — supported also by ITA – Italian Trade Agency and Italian Ministry of Foreign Affairs and International Cooperation — highlighting the innovation, quality, and craftsmanship of the Made in Italy hospitality sector.

“Host Arabia reflects Fiera Milano’s commitment to supporting industries by connecting companies with global and fast-growing markets,” said Carlo Bonomi, president of Fiera Milano. “The initiative is part of the Group’s international development strategy” added Roberto Foresti, deputy general manager of Fiera Milano, “reinforcing our role as a global hub that brings together expertise, innovation, and international opportunities.”

Running concurrently within the exhibition is the third edition of Salon du Chocolat et de la Pâtisserie Riyadh, held in partnership with Hospitality Services, transforming the center into a world of sweetness and artistry. With 40 masterclasses, live demonstrations and competitions, the event gathers over 30 international and regional pastry chefs and chocolatiers. Guests will enjoy a curated experience of chocolate, pastry and dessert innovation, celebrating both international craftsmanship and the richness of Saudi culinary creativity.

“Salon du Chocolat et de la Pâtisserie Riyadh showcases the kingdom’s growing presence on the global culinary stage,” said Gérald Palacios, president of the Salon du Chocolat and Event International. “It’s a celebration of tradition and transformation, where every bite tells a story and every technique opens a new chapter.”

Adding to the momentum, the second edition of Saudi Elite Chefs, organized by the Culinary Arts Commission, also opened today. This prestigious event brings together the kingdom’s top chefs in a series of high-level competitions that showcase Saudi cuisine, inspire the next generation of culinary professionals and reflect the nation’s growing influence on the global gastronomic stage.

With the success of this unprecedented alliance, Saudi Arabia has entered a new era of hospitality leadership, one where local talent and international expertise come together to shape the future of the industry across the region and beyond.

HORECA Riyadh, Host Arabia, Salon du Chocolat et de la Pâtisserie Riyad, and Saudi Elite Chefs run until 17 December 2025 at Riyadh Front Exhibition & Conference Center, open from 2:00 p.m. to 10:00 p.m.

Press Release

HOST ARABIA: SHAPING THE FUTURE OF GLOBAL HOSPITALITY IN RIYADH

Riyadh, 4 November 2025 – From 15 to 17 December 2025, Host Arabia will take shape: an event organized by Fiera Milano in partnership with Semark, which will bring the Host Milano ecosystem — the world’s leading exhibition for professional hospitality – to Riyadh, in a format designed to connect Italian and global players with buyers and stakeholders from across the region.

Held at the heart of Vision 2030’s hospitality strategy, Host Arabia connects global brands with key decision-makers driving major developments across hotels, restaurants, and luxury culinary experiences.

Organised in synergy with the 14th edition of Saudi HORECA at the Riyadh Front Exhibition & Conference Center, these two leading trade events will create a platform where innovation, business, and networking converge, creating an experience that raises the standard for the region’s hospitality sector.

A Strategic Alliance for a New Vision of Hospitality
The partnership between Host Arabia and Saudi HORECA aims to create a unique ecosystem, offering visitors a complete journey across the entire hospitality sector and a space where global excellence meets regional ambition.

Host Arabia will be part of an international platform, merging Host Milano’s international expertise with Saudi HORECA’s local authority and setting a new benchmark for the region’s hospitality landscape.

This collaboration will attract a highly qualified audience of buyers, chefs, distributors, consultants, and investors from across the GCC, ensuring a dynamic business environment where opportunities multiply, contributing to the growth of one of the world’s most dynamic markets.

A Complete Experience: Business, Learning and Creativity
Host Arabia will bring to the Kingdom the same innovative approach, global vision and trend-setting expertise that make Milan a benchmark for the sector. The exhibition will offer a clear and immersive journey, organised into thematic sectors primarily dedicated to professional machinery and equipment, covering Foodservice, Bar & Coffee, Bakery & Pizza, Gelato & Pastry, Vending, including Furniture and Tableware, too. Each area will function as an experiential hub, showcasing cutting-edge technologies, sustainable materials and digital solutions shaping the future of hospitality.

Saudi HORECA, organised by Semark, will focus on finished products, featuring tastings, live competitions, demonstrations and immersive experiences that celebrate culinary culture and excellence, including the Salon du Chocolat — the event dedicated to chocolate and fine pastry.

Host Arabia and Saudi HORECA are more than a trade event, but a platform  of progress for the global hospitality community that will allow operators to follow the entire journey —from concept and production to supply and final presentation–enjoying an offer that combines business opportunities, networking and hands-on demonstrations.

Host Arabia will take place from 15 to 17 December 2025 at the Riyadh Front Exhibition & Conference Center,in conjunction with Saudi HORECA Riyadh.

AboutHost Arabia
Host Arabia is the international spin-off of Host Milano, the world’s leading exhibition for professional hospitality organized by FieraMilano. Building on Host Milano’s long-standing reputation for excellence and innovation, Host Arabia brings the same expertise and global network to Saudi Arabia, creating a new gateway to the region’s fast-growing hospitality market.

Host Arabia is strategically positioned to leverage Saudi Arabia’s ambitious Vision 2030 plans, which are set to transform the nation into a global leader in tourism, hospitality, and infrastructure. With massive investments in the tourism and hospitality industries, the Kingdom offers exciting prospects for businesses looking to expand into the Gulf region and beyond.

This unique event not only provides an exceptional platform for global exhibitors to showcase their products, services, and innovations but also presents exclusively curated networking opportunities with industry leaders, investors, and influential buyers from across the Middle East and beyond.

Press Release

FIERA MILANO AND HOSTMILANO PRESENT HOST ARABIA: THE PLATFORM BRINGING HOSPITALITY EXCELLENCE TO THE GULF REGION

From 15 to 17 December 2025, alongside Saudi HORECA, Host Arabia introduces HostMilano’s successful format to Riyadh — a premium networking opportunity to meet qualified buyers, align with the ambitious Vision 2030 projects, and showcase the very best of Italian hospitality.

Milan, June 17, 2025 – Rapid growth, a strong push for innovation, and forward-looking investment projects have made the Gulf countries a major focus area for Fiera Milano and HostMilano.

It’s from these opportunities that Host Arabia emerges — a new initiative by Fiera Milano in collaboration with Semark, exporting the excellence of the HostMilano model to Riyadh in support of Saudi Arabia’s Vision 2030 strategy.

To streamline schedules for companies and industry professionals, the event will be held concurrently with the 14th edition of Saudi HORECA Riyadh — the country’s leading hospitality exhibition — from 15 to 17 December 2025 at the Riyadh Front Exhibition & Conference Center.

This strategic partnership creates an integrated trade fair platform designed to attract high-calibre buyers from across the Gulf, offering both Italian and international companies direct access to one of today’s most vibrant and fast-moving markets.

Why Saudi Arabia?
Saudi Arabia is undergoing a period of unprecedented economic and infrastructure development, driven by Vision 2030 — the Kingdom’s ambitious plan to diversify its economy and become one of the world’s top five tourist destinations. Over $800 billion in investments are earmarked for the hospitality sector alone, with major landmark projects such as NEOM (a $500 billion futuristic city), The Red Sea (set to transform over 90 untouched islands into luxury resorts), AlUla, and Qiddiya — new hubs for culture and entertainment.
While these initiatives are forward-looking, their impact is already tangible: by 2030, Saudi Arabia aims to welcome 100 million annual visitors and offer 500,000 hotel rooms across the country.

Adding to the appeal for international companies is a new wave of targeted customs benefits: import duties — which typically range between 5% and 25% (such as 15–20% on furniture and 5–10% on kitchen equipment) — are now being reduced or eliminated for supplies destined for strategic Vision 2030 projects like NEOM and Red Sea Global.

A strategic expansion of the Host brand
Host Arabia offers a tangible opportunity for businesses looking to go global, tapping into soaring demand and a climate of investment that is already translating into active construction sites, procurement contracts, and public tenders.

The event will spotlight carefully selected exhibitors from HostMilano’s key sectors — from foodservice to coffee, bakery to gelato, as well as interior design, furnishings, and vending. It’s a unique chance to connect with buyers, distributors, designers, chefs, and local operators, all within a trade show environment that combines Fiera Milano’s international expertise with the local insight and network of Semark.

This isn’t just a copy of HostMilano — it’s a strategic brand extension that brings hospitality, out-of-home experiences, and food retail to the forefront in one of the world’s most exciting growth regions.

Press Release

HOST ARABIA OPENS NEW DOORS FOR THE FOOD SERVICE INDUSTRY IN SAUDI ARABIA – DECEMBER 15-17, 2025

A strategic partnership with Semark strengthens Host’s international presence

Milan, 19 March 2025 – The countdown is on for Host Arabia, marking the first step in HostMilano’s growing influence on the global stage in professional hospitality. The event, set to take place in Riyadh, has been moved up to 2025 and will run from December 15 to 17.

It will serve as a unique platform in the region, offering direct access to a rapidly expanding market. Fiera Milano, a global leader in trade shows and conventions, is leveraging its expertise in collaboration with its local partner, Semark, to connect companies with unrivaled opportunities in Saudi Arabia.

This timeline adjustment marks a pivotal step for Host Arabia this year, as the event will be held in conjunction with Saudi HORECA, the Middle East’s premier annual trade show for food & beverage and professional catering equipment, now in its 14th edition. This synergy creates a truly immersive experience, offering attendees a comprehensive view of the industry—all in one place.

Saudi Arabia’s hospitality sector is experiencing unprecedented growth, with massive infrastructure investments and a booming tourism sector. The country aims to add over 300,000 new hotel rooms and attract 150 million tourists by 2030.

Trade between Saudi Arabia and international markets is on the rise, fueling strong demand for premium products showcased at HostMilano—from advanced food service equipment to luxury hospitality design. The 44th edition of HostMilano is set to take place at Fiera Milano from October 17 to 21, 2025.

The announcement of Host Arabia has been met with an overwhelmingly positive response from the HORECA sector, especially among companies eager to expand their global footprint and bring innovative solutions to new markets. The partnership with Semark further reinforces Fiera Milano’s presence in the Middle East, solidifying its role as a key player in the region.

Mark your calendars: Host Arabia will take place from December 15-17, 2025, at the Riyadh Front Exhibitions and Conferences Center, Saudi Arabia. 

Press Release

FROM THE HEART OF RIYADH AND FOR THE 1ST 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 2025, 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.

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