Host Arabia: A Groundbreaking Hospitality Event Announced in Riyadh
In an unprecedented move for the Middle East, Fiera Milano, a leading global trade fair operator, and Semark, a prominent Saudi event organizer, have unveiled Host Arabia, a pioneering hospitality event set to debut in Riyadh in 2026. The announcement took place during the Saudi HORECA 2024 exhibition, marking a significant milestone for the region’s hospitality sector.
This collaboration aims to bring the successful HostMilano format to Saudi Arabia, introducing world-class expertise in professional hospitality, out-of-home services, and retail. This development aligns with Saudi Arabia’s ambitious Vision 2030, which focuses on transforming the Kingdom into a global tourism and hospitality hub.
Vision 2030: The Backbone of Host Arabia
Under Vision 2030, Saudi Arabia is poised for a hospitality revolution, with plans to build over 300,000 new hotel rooms and attract 150 million tourists by 2030. Francesco Conci, CEO and General Manager of Fiera Milano, emphasized the Kingdom’s unique potential, stating, “This project marks a new growth phase for our group, focusing on high-potential markets as outlined in our 2024-2027 Strategic Plan. Host Arabia will harness these opportunities, promoting innovation and extending our exhibitions to leading economic arenas worldwide.”
In 2023, Saudi Arabia imported 456 million euros worth of goods across key hospitality sectors, a figure projected to reach 600 million euros by 2027. This growth reinforces Saudi Arabia’s role as a critical market for international hospitality innovation.
Semark’s Role and Host Arabia’s Promise
Semark, part of the esteemed Al Rajhi Group, brings 15 years of experience through its leadership in organizing Saudi HORECA, the region’s largest food, beverage, and hospitality event. Semark CEO Jad Taktak remarked, “This partnership with Fiera Milano elevates hospitality exhibitions in Saudi Arabia, uniting global leaders to explore opportunities and trends while solidifying Saudi Arabia as a global hospitality hub.”
Building on HostMilano’s Legacy
The biennial HostMilano exhibition, celebrated for its cross-sector synergies, has set a global benchmark in hospitality innovation. Its 2023 edition hosted over 2,100 exhibitors from 50 countries, attracting more than 180,000 professional visitors, including major players from the GCC region. HostMilano’s legacy of fostering innovation, networking, and professional development will be central to Host Arabia’s success.
The Economic Impact of Host Arabia
Trade between the EU and GCC in HostMilano sectors reached 1.31 billion euros in 2023, with Saudi Arabia contributing 455.9 million euros. By 2027, this trade is expected to grow to 1.6 billion euros. Italy, the largest trade partner for Saudi Arabia in these sectors, is projected to see its trade volume rise from 167.9 million euros in 2023 to 190.7 million euros by 2027.
Moreover, Saudi Arabia leads the GCC in Food Service Equipment and Bakery and Pastry Equipment imports, while ranking second in Furniture and Tableware, and Coffee Machines and Vending.
Transforming Consumer Experiences
A survey by Fiera Milano and HostMilano reveals a shift in consumer preferences in Saudi Arabia and the UAE. Saudi consumers prioritize service quality (22%), ambiance (15.7%), and culinary processes (15.3%), driving the need for innovation and technological advancements in hospitality.
Conclusion
Host Arabia is not just an event; it is a strategic platform designed to elevate Saudi Arabia’s hospitality sector to new heights. By bridging global expertise with local ambitions, this collaboration between Fiera Milano and Semark promises to set new standards for the industry, aligning perfectly with the Kingdom’s Vision 2030 goals.
