
Milan, 17 June 2025 – From smart automation to AI-driven menus, and sustainability influencing choices and consumption habits, hospitality and out-of-home experiences are undergoing an unprecedented evolution: to offer customers increasingly multisensory and immersive experiences, cutting-edge technologies are merging with design and functionality to create hi-tech yet welcoming solutions.
These trends are driving market growth: according to ExportPlanning data, in 2024 the global production of the sectors represented at Host 2025 amounts to €189.9 billion, with professional foodservice equipment leading the way, posting a +8.6% increase over the previous year. In this context of global growth, Italy reaffirms its leading role in exports: as highlighted by ICE – the Italian Trade Agency for the promotion and internationalisation of Italian companies – our country holds the global leadership in Coffee and Vending Machines with a 29.8% market share, is co-leader in Bakery and Pastry Machines (28.8%), right after China, and maintains a solid position in Gelato and Refrigeration Machines with a 10.5% share.
The place to be for companies and professionals from around the world
In this dynamic scenario, Fiera Milano presents Host 2025, the world’s leading trade fair for hospitality, out-of-home and food retail: the place to be to preview the trends shaping the future of global hospitality.
Five months before the official opening, on 17 October, over 1,700 exhibitors are already registered – from top players to outstanding SMEs – with 44% of them coming from 54 different countries. Alongside Italy, the most active countries include Germany, Spain, France, the Netherlands, the United States, and the United Kingdom. There are also many new entries from South America and Southeast Asia.
These companies will meet with over 700 hosted buyers from around 75 countries, highly qualified also thanks to the support of ICE – the Italian Trade Agency. Key target sectors include: distributors, retailers, exporters/importers; restaurants, food service and out-of-home; retail and large-scale distribution; hospitality businesses; shopping centres and venues; chefs, professionals and consultants. The main foreign regions of origin are the Americas (35%), the Middle East and Africa (28%), Asia and Oceania (14%), as well as Europe and CIS countries (24%).
Host 2025 will offer a comprehensive overview of innovation in the sector, alongside in-depth focus areas in specific segments, organised by supply chain affinity: Professional Foodservice and Bakery-Pasta-Pizza; Coffee-Tea, Bar-Coffee Machines-Vending, Gelato-Pastry; Tableware-Technology-Contract Furnishing.
Spotlight on Artisan Baking with the renewed MIPPP
Within this broad cross-sector overview of hospitality, Artisan Baking stands out. As consumers increasingly seek products combining craftsmanship and wellbeing, technology and solution providers are responding with innovations that speak the language of digitalisation, energy efficiency, and controlled quality.
Thanks to this ongoing innovation capability, according to a Grand View Research report, the global bakery equipment market has reached a value of around $14 billion, with a projected annual growth of 6.7% until 2030. In particular, the segment of equipment for pizza base production is set to grow, driven by increasing demand for gourmet pizzas, including organic and gluten-free varieties.
To meet these market demands, Host 2025 is strengthening the MIPPP – Milano Bakery Pizza Pasta area, thanks in part to a partnership with the SIPAN Consortium, which will bring together the most important Italian manufacturers of bakery equipment. MIPPP will be complemented by Bakery Square, an arena dedicated to training, events, competitions and workshops to promote the culture of artisan baking. It will also host the prestigious Panettone World Championship and the European Pizza Championship.
The bar and coffee world prepares for an increasingly specialty-driven future
Alongside bakery, the other face of the increasingly experience-oriented evolution of out-of-home consumption is the bar and coffee world, which is also undergoing major transformations. From endless iced coffee recipes to nitro coffee prepared with liquid nitrogen, consumers are seeking a special, personalized touch in venues capable of creating a multisensory experience.
This dynamism is also reflected in the numbers: combining at-home and out-of-home consumption, Statista estimates that the global market closed 2024 with a value of $461.30 billion, is projected to exceed the $500 billion threshold in 2028, and is expected to reach $521.90 billion by the end of the decade.
Host 2025 will feature the bar and coffee sectors with SIC – the International Coffee Exhibition, a global benchmark where the entire Italian and international supply chain is represented, from green bean to cup. This year, SIC also welcomes the much-anticipated return to Milan of the World Barista Championship, the most prestigious global competition for baristas.
360-degree innovation across all sectors
In keeping with Host Milano’s unique exhibition concept, innovation takes center stage not only in bakery and bar, but across all sectors. Adjacent to SIC, the Gelato and Pastry areas will showcase the best in their respective industries, from machinery to semi-finished products, and from accessories to ingredients.
Focus will be on design in the areas dedicated to Furnishings-Technology and Tableware, which have become essential events in the calendars of executives in contract design, hospitality, and food retail. In recent editions, in fact, Host Milano has evolved from a historic benchmark for technology to a trendsetting event for formats and layouts.
The growing focus on planning and design is further confirmed by the continued development of Smart Label – Host Innovation Award, the prize promoted by HostMilano and Fiera Milano in partnership with POLI.design and under the patronage of ADI – the Association for Industrial Design. Now in its seventh edition, the award has attracted over 950 applications over the years.
From training to show-cooking and competitions
Complementing the exhibition path, the visitor experience at Host 2025 will be enriched by a packed schedule of events.
There will be no shortage of starred chefs – both established and up-and-coming – who will share their secrets in exciting show-cooking sessions, and master pizza chefs who will captivate audiences with contemporary and innovative reinterpretations of this great icon of Italian cuisine. The program will also include in-depth discussions with experts, organized in collaboration with partner associations.
Part of the road to Milan also includes the event’s international positioning strategy, which aims to engage potential exhibitors and visitors – and stakeholders in general – directly in key target markets.
In addition to its established presence at major global industry events, Host Milano is expanding its international reach through dedicated events such as Host Arabia, a new spin-off designed to create more business and networking opportunities in the professional hospitality sector. Organized by Fiera Milano in collaboration with local partner Semark, the event will take place from 15 to 17 December 2025 in Riyadh, in conjunction with Saudi HORECA, thus becoming a new strategic hub for networking and innovation in the heart of the Middle East.
The appointment with the 44th edition is at Fiera Milano, Rho district, from 17 to 21 October 2025.
For information on how to exhibit:
Stand inquiry (fieramilano.it)
To pre-register as a professional visitor: