Saudi Arabia represents a booming market for the hospitality sector. The country is at the center of a momentous transformation driven by Vision 2030, with massive infrastructure investments and an upgrading of the tourism sector that aims to create more than 300,000 new hotel rooms by 2030, many of them for luxury facilities. Saudi Arabia plans to welcome 150 million tourists by the same date, positioning itself as a strategic market for professional hospitality.

This is why Fiera Milano has signed an agreement with Semark, Saudi Arabia’s leading event organizer in the Food Service sector to bring to Riyadh, starting in 2026, the unique HostMilano format through a new partnership that will also strengthen and represent the hospitality industry in other high-potential markets such as the Saudi one. The partnership with Semark, part of the prestigious Al Rajhi Group, ensures a solid foundation for success thanks to the Saudi partner's established experience in promoting high-profile events.

Building on this premises, the partnership will enhance the growth potential expected in the coming years in the professional hospitality market in Saudi Arabia and the GCC countries. According to data from ExportPlanning, in terms of EU-GCC trade, HostMilano sectors generated €1.31 billion in 2023, a value that will rise to €1.6 billion in 2027 thanks to a CAGR of 6.2 percent. With 455.9 million euros (598.9 million in 2027, CAGR +7.1%), Saudi Arabia is the second largest market, preceded only by the United Arab Emirates with 612.2 million euros (791 million in 2027, CAGR +6.6%).

Regarding Italy in particular – a leading manufacturer country in several sectors – again according to ExportPlanning, Saudi Arabia boasts the most relevant trade interchange of products represented at HostMilano, worth 167.9 M€ in 2023 and set to grow to 190.7 M€ in 2027. In terms of individual sectors, Saudi Arabia is the largest GCC target market for Food Service Equipment (100.5 M€ in 2023, 110.5 M€ in 2027) and Bakery and Pastry Equipment (18, 7 M€ in 2023, 20.0 M€ in 2027), and the second largest for Furniture and Tableware (14.2 M€ in 2023, 17.3 M€ in 2027) and for Coffee Machines and Vending (34.5 M€ in 2023, 42.9 M€ in 2027).

All these sectors will await exhibitors and visitors at Host 2025, at fieramilano - Rho from 17 to 21 October 2025.