HOST 2017 PRESS REPORT
Milan, 30 November 2017 – After five days of intense networking across the latest trends and businesses, Fiera Milano saw on October 24, 2017 the end of HostMilano, the world’s leading exhibition for hospitality in its different shapes and forms. The results of this 40th edition are underlined by the numbers: professional visitors totalled 187,602 (+ 24.3% compared to 2015), of which 38.8% were international guests from 177 countries (72,699, +20.4% compared to 2015). Double-digit increases from non European countries: the area generating the highest visitor increase is Oceania with +52,8%, followed by Latin America, +31%; the Middle East +25,8% and Africa, +11%. As regards the single countries we must mention the Asia Pacific area with +66% from Australia, followed by Japan, +41% and New Zealand, +19%. From the Middle East worth mentioning Israel, +38%, and from Latin America Brazil, +6%. Great success also from the focus countries of this edition: +38,5% from Canada, +6,8% from the EUA, and +32% from the USA.
As well as the European countries, China, the USA, the Russian region and the Middle East ranked among those generating the highest visitor flows. Not to mention substantial numbers from particularly distant or unusual countries such as Australia, New Zealand, Cambodia, Polynesia and several African countries like Botswana, Burundi, Eritrea.
More than 20 the new countries present at the show for the first time, such as Christmas Island, Mariana Islands, Samoa; from the Indian Ocean, visitors from Seychelles, and from the Himalayan slopes visitors from Nepal, from Sub Saharan Africa visitors from Rwanda,Zambia and Zimbabwe.
The exhibition floor was mostly made up of purchasing managers and company decision-makers, also from far away markets, notably including over 1,500 hosted buyers with specifically chosen profiles from all over the world, some of whom had been identified also thanks to close collaboration with the ITA-ICE Agenzia.
“Host is a success story – comments Fabrizio Curci, CEO and Director General of Fiera Milano Spa –; with a rise of 24.3% in the number of professional visitors, Host confirms its status as a true point of reference in the hospitality industry, the place where its different sectors meet to mould the trends of tomorrow and to do business and networking. In particular, the flows of foreign visitors are growing by double figures, reaching +20.4%: decision-makers and buyers are also arriving from more distant countries, eager not to miss the event.”
“We have been particularly impressed- continues Curci - by the ever-increasing efforts of exhibitors to contextualise their product with true storytelling techniques, often of great appeal. An ability that is internationally attributed to Italy and reinforces the value of Italian products as a fundamental asset, in a sector in which our industry is often a leader.”
Chefs, pastry chefs, ice-cream makers and chocolatiers, in particular, attended the event in abundance, undoubtedly owing to the over 500 scheduled events that ranged from strategic topics, such assustainability and therole of young workers in the hospitality industry, to excitingshow-cooking events, competitions and championships.
These included the FIPGC World Pastry Making Championships, which this year, in a stadium-worthy atmosphere, saw Italy claim victory over 20 teams from all over the world, including China (second place) and Japan (third place). The Arab Emirates instead was crowned the winner of the Cake Design World Championships, followed by the United States and Poland, with a special prize being awarded to Italy for the Best Exhibition Cake.
Andrea Villaof Lombardy was announced as the winner of the Italian Coffeehouse Grand Prix, in the context of the event organised by the AICAF and ALTOGA. The second edition of the Milano Latte Art Challenge also proved popular. The event, organised by Trismoka, saw some of the best baristas from around the world compete in nine different specialities, including etching (pen design), free design and element combinations.
The 19th edition of the European Pizza Championships, organised by Pizza e Pasta Italiana, brought together 62 pizza makers fromItaly, France, Spain, Sweden, Hungary, Portugal and Switzerland. The title was eventually awarded to Gianluca Concu for his recipe featuring porcini mushrooms, fresh pumpkin flowers, green courgette foam, cherry tomato confit, burrata cheese and stracciatella.
Finally, HOSThinking, the HostMilano and Fiera Milano event in collaboration with POLI.Design, which acknowledges innovative concepts combining both service and experience, was transformed into an unprecedented design challenge. ‘Jumble room’, the Urte Berukstyte project designed with Massimiliano Concilio and Ilaria Gambino, based on the interaction betweenthedigital world, local catering, ‘glocal’ hospitality and convivial comfort, made use of ten different products in an exclusive and original way and subsequently stood out amongst the ten finalists.
Institutions and players praise the exhibition’s success
The role of HostMilano is also confirmed by the increasing attention paid to it by international institutions. Business Beyond Borders, an international project promoted by the European Commission, involved 240 companies from 53 countries in over 200 meetings, whereas Grupo Consular de América Latina y el Caribe N.I. participated for the very first time, grouping together consular representations from Argentina, Bolivia, Brazil, Chile, Colombia, Cuba, Ecuador, El Salvador, Mexico, Panama, Peru, Dominican Republic, Uruguay and Venezuela. This edition has also obtained the prestigious Commercial Service certification, issued by the US Department of Commerce exclusively to a small number of international fairs that stand out for their ability to foster real business.
HostMilano 2017confirmed its status as a must-see event for the entire coffee industry, from espresso machine manufacturers to outstanding and niche coffee roasters, who took the opportunity to present their premium proposals and meet buyers, coffee specialists and coffee gurus from all over the world.
Another of the traditional core areas of HostMilano, which continues to grow and evolve, is food equipment - both in the catering industry and art of bakery segment, which is seamlessly complemented by ingredients and semi-prepared products. The international exhibitors, in particular, appreciated the opportunity to compare their diverse styles of hospitality with the world-renowned Italian approach.
The ice cream-pastry sector is also in a state of effervescence, and is among the most dynamic in seizing the opportunities provided by hybridisation.
This edition, which turned out to be even more glamorous, saw design-related sectors, such as thetableware and technology segments, attract the most attention, thanks to designs that combined ergonomics and aesthetics with the most hi-tech solutions, such as wireless technologies andsocial media connections.
The satisfaction of international institutions and buyers
“Our organization constitutes an absolute novelty, so this is first time we’re taking part in Host- says Sergio Morales, General Secretary of the Gruppo Consolare Americana Latina e Caraibi N.I.-. There’s been a real boom in guests and people interested not only in our novelty factor on the world market, but also in the activities and products that each of our countries can offer. We’re really very pleased with the reception we’ve had, the organization of the fair and above all the real business opportunities that we’ve found and that we’ll certainly continue to develop even after the end of Host”.
Another important moment has been Business Beyond Borders, organised with the cooperation of the European Commission. From the “new” Europe Vesselin fromBulgaria, says “I’m enthusiastic about Host and the opportunity I’ve had to take part in the European BBB program, during which I was able to discuss numerous opportunities for collaboration and cooperation on behalf of the companies I represent. I've had nearly 20 meetings, finding many partners with good investment opportunities in Bulgaria, and that’s fantastic for me”.
The satisfaction of international representations is also shared by the hosted buyers who, this year more than ever, have truly come from across the five continents.
Among the former Soviet countries, Georgia is one of the most dynamic. As Tamar, whose company represents Western brands such as Wendy’s or Dunkin’ Donuts throughout the Caucasus, explains: “Host is very interesting for our type of business because here we find a state-of-the-art overview of the most in-demand and cutting-edge formats. The former Soviet countries are developing very quickly and, while until a few years ago it was sufficient for a Western brand to win customers, today’s consumers are much more design-sensitive”.
One of the most interesting markets opening up in the Middle East is Iran. The CEO of one of the country's biggest contractors says: “Iran has an ancient tradition of hospitality that today, thanks to the reopening of markets, is undergoing a strong revival. New luxury hotels are being built and new restaurants are being opened throughout the country. Iranian cuisine, like Italian, is based on a large variety of combinations of simple flavours and for this reason appeals to international tastes, so we predict a great expansion in catering also related to tourism.
Made in Italy products are very much appreciated in Iran, where of the European cultures that of Italy is perceived as the most kindred to our own, and there is a great desire for Italian products”.
Michael, on the other hand, operates in a now well-established Middle Eastern market, the Emirates: “We’ve been working for some time with important European partners, and Host is the best opportunity to meet them. Only here can you find, at every edition, not only new but also unexpected products, which is ideal for by now highly evolved and sophisticated markets like those of the Gulf nations. This year in particular I was very much impressed with the innovative new offerings in tableware and décor.
From India Shivprasad, whose company is active in the opening of new McDonald's restaurants, explains that: “I've known Host for several years and I know that here you can find all you need for hospitality. At the moment, however, we’re particularly pushing the opening of new McCafés, and who knows coffee better than the Italians? I’m very happy from this point of view because here I’ve found everything I was looking for in terms of both machines and coffee roasters, all of very high quality”.
Still in Asia, from Vietnam comes Tina, buyer for one of the country's leading coffee companies, who comments that: “In Vietnam the fashion for coffee already took hold a few years ago, and now we-re entering a new phase in which capsules are expanding, above all in hotels but also in out-of-home. Ours is a market that’s receptive to technological innovations, but also to aesthetics, and in the products presented here I’ve found a perfect combination of high tech and design - for example espresso machines with very stylish touch screens.”.
Crossing the Pacific, from Peru comes Roxana. She tells us that “people’s desire to enjoy their social lives as a multi-sensory experience is growing in the South American market too, and the good design of eating and drinking venues is also increasingly appreciated. Here at Host you can find quality products and ideas to take home with you. Not only at the fair but out and about in the city: being in Milan is undoubtedly another added value for the event.
In conclusion, this strong orientation towards design detected during the event is also confirmed byJoseph G. Cephas, Vice President, Communications at the American Society of Interior Designers (USA), HostMilano partner: “This year a number of our associates have taken part as professional visitors, because among American interior designers there’s a widespread desire to expand their business in the contract sector. Here at Host they’re finding lots of ideas and products to help them expand into this new market. The size of this event is hugely impressive, the range on offer is very wide, but the show’s organization by sector nonetheless enables visitors to easily find everything they’re looking for”.
The next edition of HostMilano will be held at fieramilano from 18 to 22 October 2019.
For real time updates:
www.host.fieramilano.it, @HostMilano, #Host2017
Fiera Milano Press Office
Flaviana Facchini - Public Relations