Fiera Milano and Semark to Launch Host Arabia in Riyadh

Italian trade fair leader Fiera Milano has announced the launch of Host Arabia, a major new event in professional hospitality, in partnership with Saudi-based event organizer Semark. The announcement was made during Saudi HORECA 2024, the Kingdom’s largest food, beverage, and hospitality exhibition, attended by Italy’s ambassador to Saudi Arabia, Carlo Baldocci.

Scheduled for Riyadh in 2026, Host Arabia will replicate the successful HostMilano format, which is renowned as the world’s leading exhibition for professional hospitality, out-of-home, and retail sectors. The event aims to position Saudi Arabia as a central hub for hospitality innovation and business, aligning with the goals of the Kingdom’s Vision 2030.

Saudi Arabia’s Vision 2030 framework has spurred unprecedented growth in infrastructure and tourism. The Kingdom plans to add more than 300,000 new hotel rooms and attract 150 million tourists by the end of the decade, setting the stage for a booming hospitality market.

“The Saudi professional hospitality sector offers unparalleled opportunities, with imports for HostMilano-related industries expected to grow from €456 million in 2023 to approximately €600 million by 2027,” said Francesco Conci, CEO and General Manager of Fiera Milano. He added that Host Arabia would serve as a platform to harness this growth, expand Fiera Milano’s global reach, and promote Italian excellence on an international scale.

Semark, a division of the Al Rajhi Group and a leader in organizing high-profile events in Saudi Arabia, brings its expertise to the collaboration. Jad Taktak, CEO of Semark, highlighted the potential of the partnership, stating, “For 15 years, Saudi HORECA has set the benchmark for food, beverage, and hospitality exhibitions in the region. Host Arabia will elevate this legacy, providing a global stage to showcase industry trends and innovations.”

HostMilano, held biennially in Milan, is recognized for its comprehensive exhibition concept, which spans professional catering, bakery-pasta-pizza, coffee-tea, ice cream-pastry, and furniture-technology-tableware. The 2023 edition drew over 2,100 exhibitors from 50 countries and 180,000 professional visitors from 166 nations. Attendees included importers, distributors, restaurateurs, chefs, architects, and food service consultants.

Beyond exhibitions, HostMilano features innovation-focused events, including expert panels, live demonstrations, and international competitions. This format will serve as the blueprint for Host Arabia, fostering cross-sector synergies and showcasing the latest advancements in the industry.

The professional hospitality market in Saudi Arabia and the broader GCC region is poised for substantial growth. EU-GCC trade in HostMilano-related sectors reached €1.31 billion in 2023 and is projected to hit €1.6 billion by 2027, with a 6.2% CAGR. Saudi Arabia is a key market, accounting for €455.9 million of this trade in 2023, with projections reaching €598.9 million by 2027.

Italy remains a dominant player, with €167.9 million in trade with Saudi Arabia in 2023, expected to rise to €190.7 million by 2027. Key sectors include food service equipment, bakery and pastry equipment, furniture and tableware, and coffee machines and vending.

Preliminary research conducted by Fiera Milano and HostMilano indicates a growing demand for personalized, high-quality out-of-home experiences in the GCC. Service quality ranks as a top priority for Saudi and UAE consumers, alongside ambiance and innovative culinary techniques, underscoring the importance of investment in technology and customer-centric solutions.

With its launch in Riyadh, Host Arabia aims to set new standards for the region’s hospitality industry, leveraging the expertise of Fiera Milano and Semark. “This event will bring together the most influential global players to explore opportunities and shape the future of hospitality in Saudi Arabia,” said Taktak.

Host Arabia is poised to become the Middle East’s premier platform for innovation, networking, and business in the hospitality sector, reflecting both regional growth and global ambition.