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MILAN, Italy – Host 2025 confirmed that innovation is by its very nature increasingly international. For this reason, the leading exhibition for the professional hospitality industry is expanding its platform from a European to a global scale. It is doing so through two strategic alliances — with Semark in Saudi Arabia and NAFEM – North American Association of Food Equipment Manufacturers in the USA — combining global expertise with the deep local knowledge of two of today’s most dynamic markets: North America and the Gulf countries.
Presented to the international press during Host 2025, the agreement with NAFEM – North American Association of Food Equipment Manufacturers marks a decisive step toward one of the world’s most dynamic and competitive markets. According to the National Restaurant Association, the U.S. out-of-home sector is currently worth over 1.4 trillion dollars, with growth of +10.5% expected by 2030.
The collaboration between Fiera Milano and NAFEM will create synergies between Host Milano and The NAFEM Show, offering exhibitors cross-visibility and new opportunities to access both European and American markets.
The first joint event will take place in Orlando from 11 to 13 February 2027, followed by Host Milano 2027, confirming a development path that brings together experiences, content and business across two continents.
In turn, the Gulf region has become a testing ground for changing consumer trends. In Saudi Arabia alone, by 2030 an estimated 362,000 new hotel rooms will be built, representing an investment of 110 billion dollars, while total investments in tourism are expected to reach nearly 800 billion dollars.
Within this context, Host Arabia was created to capture these developments and turn them into concrete opportunities, becoming a platform where the hospitality supply chains meet qualified demand through real projects — from contract design to foodservice, and from food retail to travel and entertainment.
Born from the collaboration with Semark, organiser of Saudi HORECA, and realised with the support of ITA – Italian Trade Agency, the event will bring the Host model to the Middle East, featuring a programme dedicated to promoting Made in Italy excellence and focusing on networking, selected buyers and professional training. The project combines local market expertise with Fiera Milano’s international vision, building bridges between cultures and industries in a region undergoing profound transformation.
To encourage cross-selling and create new opportunities without impacting operators’ schedules, both events will be held alongside those organised by the respective local partners.
The partnerships with NAFEM and Semark mark two key milestones in Fiera Milano’s global expansion strategy, which integrates innovation, sustainability and internationalisation as the core pillars of its 2024–2027 Strategic Plan. This path positions Host Milano as a platform in constant dialogue with global markets, capable of generating value and relationships well beyond the days of the exhibition.
The journey continues with the event’s long-standing milestone: Host will return to Fiera Milano from 22 to 26 October 2027, ready to reaffirm its role as a meeting point for the visions, technologies and cultures of global hospitality.
