The 40th edition of HostMilano, October 2017

At the end of October, Milan will become the international capital of hospitality and catering. Organised by Fiera Milano, HostMilano – the world-leading tradeshow in the sector which is now on its 40th event – returns from the 20th until the 24th of October.
A tradeshow with an increasingly international imprint 
The HostMilano sector is growing strong and in constant evolution. In 2016, the worldwide production of machinery, equipment and accessories for the catering, baking, patisserie and gelato sector amounted to 45.2 billion Euro and over the past twenty years the sector has continued to grow. In fact, if you exclude the 2009 downturn (-13.3%) and a slight decline over the last year (-0.6%), the sector has been in constant growth even during the crisis. And to prove the vitality of the segment, forecasts speak of a further annual growth of 5.4% over the three-year period of 2017-2019.
With a market share of 7.2% in 2016, Italy is the third exporter in the world, falling behind only China (39.3%) and Germany (7,8%). While many other countries aim for sales volumes, the growth in the Bel paese (+2.4% per year from 2000-2016), is more due to Italy setting its sights on quality exports.
This is why it is important to be able to find a tradeshow that features all the major world producers under the same roof. HostMilano has also been in constant growth (since 2007 the total number of companies has increased by 41%), making it a reference point for professional operators who, today more than ever before, need to keep up with an ever-changing market and seize the rich, new potential it has to offer.
Furthermore, over the years, an increase has been seen in the overseas companies that attend the show. In fact, today, the tradeshow has registered 2,165 exhibitors (+7.7% compared to 2015), for a total of 843 companies from 51 countries and 1,322 Italian exhibitors (+4,4% compared to 2015). It is the international growth of the exhibitors (from 2007 to today, the presence of overseas companies has increased by 150%) that has made the tradeshow recognised in the hospitality and catering sector far beyond its national confines.
“40% of HostMilano’s exhibitors will be arriving from 51 countries, confirming that the attractiveness of the event is also thanks to its sector specificity, which has made it a reference point on an international scale”, states Fabrizio Curci, CEO and General Manager of Fiera Milano S.p.A. “The constantly growing internationalisation rate, with a 13.4% rise in foreign companies and over 1,500 international buyers, demonstrates how HostMilano has evolved from a product fair to an important event for businesses to meet, compare and exchange knowledge. A place where technological innovations, new formats and consumer trends are presented to the world for the very first time. A leadership that Fiera Milano has gained in the field thanks to its expertise, innovative ideas, dedication and constant dialogue with all the Italian and overseas players in the supply chain”.
For the first time, we will also see Grupo Consular De America Latina y el Caribe N.I. representing 11 countries and there are also five new entries, that will be making their debut at HostMilano: Egypt, New Zealand, South Africa, Ukraine and Uganda. All the continents will be represented, but the top 5 leading countries in the food service production sector are France, Germany, Italy, Spain, the USA – which will be present with an official stand of the US Commercial Service – and Switzerland.
The communication strategy, which has involved an extensive world-wide campaign to reach the broadest spectrum of users, has been focused on specific target areas (for this event in question, the areas were the USA, Canada and the Middle East).  To do this the tradeshow has implemented various activities to attract visitors, also by sealing agreements with important North American and European trade associations.
Visitors will be able to meet with 1,500 hosted buyers from 80 countries and, thanks to growing investments in profiling and the fair’s increasingly close collaboration with the Italian Trade Agency (ITA), the tradeshow will see a more complete offer from the various product segments and regions, including Europe (10%), the Mediterranean and South Africa (7%), the Middle East (15%), North America (23%), Central and South America (8%), Russia (18%), Asia and Oceania (19%).
Every sector of the hospitality and catering world, all under the same roof 
From coffee beans to coffee cups, flour, ovens and kitchens, chairs and new formats, right the way through to machinery. All this and more can be found all under one roof at HostMilano. Sectors that are in great ferment and constant evolution, but also in synergy with each other, such as increasingly sophisticated bread, desserts and gelato; restaurants; coffee shops that enter the world of cocktails; savoury-flavoured gelato, now proposed as an aperitif, or pizzas made by Michelin-starred chefs and creative cooks, using naturally risen doughs, ancient grains and gourmet ingredients. But, above all, the spotlight will be on creativity and the innovative technologies that help make the work process quicker and easier – and many of these novelties will be presented for the first time at HostMilano.
The merchandise presented by the exhibiting companies also highlights the uniqueness of HostMilano in its ability to represent every sector of the Ho.Re.Ca industry. The Professional Catering and Bread, Pizza, Pasta macro-sector, “weighs in” at 43.4% of the exhibiting companies,  Coffee Tea – Bar Machinery and Coffee Vending –  Gelato and Pastry accounts for 37.5%, while the Furniture, Technology and Tableware segment amounts to 19.1%.
In fact, the tradeshow is divided into three macro-areas, which allows the companies to be organised into similar production categories. Furthermore, for the first time this year, The Experience Gallery in halls 10 and 14 will give visitors a first-hand view – and taste – of the many facets of the increasingly widespread hybridisation between gelato, pastry and coffee. A fascinating, experiential itinerary, but also an area thought-up to provide an elegant and exclusive welcome area, represented by two “plazas” (a symbol of hospitality, exchange and socialisation), which will welcome and captivate visitors with the allure of the elegant and stylish worlds of coffee and gelato.
Another prominent feature of the show are the events. In fact, there are over 500 appointments in programme, including workshops, seminars, tasting sessions, show-cooking, round tables, exhibitions and competitions. The perfect opportunity to discover how some of the most innovative machinery works, as well as see practical demonstrations and the upcoming trends, presented by key professionals from every sector, including Michelin-starred chefs, mixology and coffee champions and master pastry chefs and gelato maestros.  A dynamic and interesting series of events that will be taking place over the entire five-day event, consolidating HostMilano 2017 as the indispensable, international tradeshow of innovation, technology and life-style trends.
For the latest updates, please visit:, @HostMilano, #Host2017

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