The 41st edition of the Host trade show has today opened its doors to showcase a record number of exhibitors.
At the Fieramilano until Tuesday, the exhibition will be home to 2,249 exhibitors, 3.8% up on the previous edition in 2017, of which 1,360 Italian and 889 international from 55 countries.
Many of these countries have hugely increased participation, with double-digit growth coming from the United States (+20%), thanks partly to the US Commercial Service endorsement, granted to a limited number of international events that have demonstrated to genuinely promote trade with the USA. Double-digit growth is also seen in countries such as Belgium (+20%), Greece (+23%) and the United Kingdom (+12%), while Germany has increased its presence by 7%.
In absolute terms, the top 10 front-line markets are Germany, Spain, France, USA, Turkey, United Kingdom, Netherlands, Greece, Switzerland and Portugal. Leading new entries include Albania, Argentina, Colombia, Latvia and Lebanon.
The event is organised into product category macro-areas, specifically to allow synergy between similar supply chains. Of particular note is the bakery/pizza/pasta sector where, compared to the previous edition, the number of exhibitors has grown by about a fifth (+19%), while overall the macro-area in which it is combined with professional catering has grown by 8%. Companies in the gelato/pastry macro-area with bars/coffee machines/coffee-tea/vending machines also increased by 8% compared to 2017.
Overall, professional catering, together with bakery/pizza/pasta, is the most represented area (43.8% of the total companies), followed by bars/coffee machines/coffee-tea/vending machines (37.6%) and furniture/tableware (18.6%).
HostMilan has also further strengthened its position as a global equipment hub through a series of partnerships signed with Italian and international associations, particularly in the USA and Canada, as well as South American and key European countries.
Thanks to the collaboration with ICE Agenzia, more than 1,500 hosted buyers will come to Milan from 80 countries (mainly from the USA, Canada, Middle East, UAE, China and Russia), with an 80% turnover and an increasingly comprehensive combination of types, and more than 100 accredited international journalists.
The global outlook of the exhibition is rounded out with the BeMyHost project, featuring a total of 20 Host Ambassadors – all international and Italian influencers with thousands of followers – who are tasked with capturing the latest trends in hospitality, both around the world and during the days of the event itself, to then share these on their social channels.
The show’s events schedule will be busier than ever before, comprising more than 500 events of all types, including national and international competitions, cooking demos, pastry-making and bartending exhibitions, as well as insights on the hot topics of tomorrow.
The Host Smart Label innovation awards have returned, after the success of the last three editions, during which more than 150 awards and 20 special mentions have been assigned to key players in the Italian and international Ho.Re.Ca world. The competition is run by Fiera Milano and HostMilano, in collaboration with POLI.Design, a Consortium of the Politecnico di Milano and with the support of ADI – Associazione Italiana per il Disegno Industriale.
Once again this year, a jury of seven experienced professionals in the fields of design, hospitality and energy saving assessed the rate of innovation and smarter solutions among the 214 entries submitted: university lecturers, professionals and national and international experts selected no fewer than 61 winners: 47 were awarded the Smart Label, six the most prestigious Innovation Smart Label, three the sustainable Green Smart Label and five the Special mention by Iginio Massari.