HOST is heading to Saudi Arabia in 2026, the organizers behind HostMilano have announced.
Fiera Milano has signed an agreement with Semark, a Saudi event organizer that specializes in the foodservice sector in Riyadh.
The partnership will see the HostMilano format come to Riyadh and draw together members of the industry.
Organizers will be aiming to replicate the success of HostMilano, which, according to data from ExportPlanning, generated €1.31 billion ($1.35 billion) in EU-GCC trade.
Saudi Arabia is the second largest professional hospitality market in the world (after United Arab Emirates) with €455.9m ($469.6m) generated in 2023.
The international hospitality exhibition will aim to tap into the Saudi hospitality sector, which is currently in the maelstrom of the region’s Vision 2030 project.
Vision 2030 involves targeting more than 300,000 new hotel rooms by 2030, as well as welcoming 150 million tourists.
Francesco Conci, CEO and general manager of Fiera Milano, said: “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.”
