As a testimony to the leadership of HostMilano, consolidating from one edition to the next, there’s the number of hosted buyers from 75 countries worldwide, also in collaboration with ICE-ITA Agency: in particular, 21% from the Gulf and Middle Eastern countries, and 30% from Eurasia.

Technology, delivery, sustainability, and sociability

M. Afraz from Saudi Arabia explains, “At Host 2023, we found state-of-the-art machinery that our own companies do not have in their catalogue, and they don't even showcase them at local fairs. Coming to Milan is essential!” A unique aspect of the Saudi market? “We found high-tech, easily transportable machines that cater to a specific need of our clients: luxury desert excursions, in traditional nomadic style – for example, for falconry – but with all modern comforts.”

Ideas and inspiration, particularly from looking to Europe, also play a role for Z. Rakhimov from Kazakhstan: “Our pastry chain operates hundreds of stores in Kazakhstan and Uzbekistan, with an extensive delivery service and a centralized workshop with 150 master pastry chefs producing everything in a traditional artisanal manner. Here at Host 2023, I was particularly impressed by the gelato and coffee section. Our next step will be to introduce Italian gelato and espresso coffee to our markets, which are still relatively unknown in Central Asia, where tea culture is strong but appreciated by the younger generation: we have already secured the machines here at the fair.”

N. Hall from Australia concludes by stating, “I am based in Australia but am responsible globally for the catering and coffee supplies for a large multinational professional networking group, so I am always up to date on the latest trends. Our internal clients, given the industry we operate in, have high demands. At this moment, they require solutions that promote sociability and, on the other hand, are sustainable and circular economy-oriented.”

To continue discovering market innovations in advance, mark your calendar for the next HostMilano, from 17 to 21 October,2025, at fieramilano in Rho.