Host Arabia

A new chapter for the hospitality industry in the Middle East

Photos provided by HostMilano / Host Arabia

1. December 2024 |

Alexandra Gorsche

1. December 2024

Alexandra Gorsche

The hospitality industry is entering a new era: Host Arabia, an innovative event format that redefines exhibition standards, will be launched for the first time in Riyadh, Saudi Arabia in 2026. Organized by Fiera Milano, one of the world’s leading trade fair operators, in partnership with Semark, Host Arabia will serve as a hub for the Middle East’s hospitality, hotel and trade sectors. This event is not only a milestone for the industry, but also a strong signal of Saudi Arabia’s economic dynamism as part of Vision 2030.

Why Host Arabia represents a revolution for the industry

Successful HostMilano meets Vision 2030
The proven concept of HostMilano, one of the world's leading trade shows, is being transferred to the Middle East for the first time. In recent years, HostMilano has attracted over 180,000 trade visitors, many of whom came from the GCC countries and Asia. This global reach is now to be further expanded with Host Arabia.
A market on the upswing
Saudi Arabia is investing heavily in tourism and infrastructure, including the construction of 300,000 new hotel rooms and an increase in visitor numbers to 150 million by 2030. These ambitious goals make the Kingdom one of the most exciting markets for the hospitality industry. Technologies that improve the customer experience and innovative solutions for the hospitality industry are particularly in demand.
Strong partnership for a successful future
Fiera Milano's collaboration with Semark, an experienced organizer in the Saudi Arabian market, guarantees a seamless implementation of the trade fair. As part of the renowned Al Rajhi Group, Semark brings valuable local expertise, while Fiera Milano contributes its international network and know-how.
Networks as the key to success
An event like Host Arabia is more than just a trade fair - it is a platform for exchange between industry experts, decision makers and innovators.

Why networks are crucial:

Promoting innovation: Regular exchange helps companies to keep their finger on the pulse and recognize trends at an early stage.
Facilitate market entry: International players can tap into new markets through partnerships and collaborations.
Sharing knowledge: Events such as Host Arabia offer workshops, live demos and discussion panels that spread expertise and set industry standards.

The importance of cultural understanding

Intercultural skills are essential, especially in the Middle East. Local networks can help to better understand local markets and offer customized solutions.

Our conclusion for the future

Host Arabia will not only transform the hospitality industry in the Middle East, but also set global standards. With the growing demand for personalized and technology-driven customer experiences, this event is a crucial step in bringing innovation and quality to the region.

Host Arabia demonstrates the importance of collaboration, innovation and networking to future-proof an industry. This show is not just a platform, but a catalyst for the entire hospitality industry. The Middle East has the potential to become a global hub - and Host Arabia will actively drive this change.

A la table, s'il vous plaît! A la table, s'il vous plaît! A la table, s'il vous plaît! A la table, s'il vous plaît!

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future trends

Book tip: Lasagna, Moussaka, and Co. – Happiness in Layers

Ilse Fischer's “Lasagna, Moussaka, and Co.” is a culinary journey through Europe in casserole form

Casseroles are underestimated. They are often considered cozy, filling, a little old-fashioned—but they are actually culinary narrative forms. This is exactly where Ilse Fischer comes in. Lasagne, Moussaka und Co.: Das Glück in Schichten (Lasagna, Moussaka and Co.: Happiness in Layers) is not just another “lasagna book,” but a collection of cultural identities, layered in dough, vegetables, sauces, and memories.

What sets this book apart from classic recipe collections is its focus on the principle of layering. Fischer shows that whether it’s Italian vincigrassi, Greek pastitsio, Alsatian baeckeoffe, or Savoyard tartiflette, ingredients are layered, interwoven, and combined in the oven to create something greater than the sum of its parts throughout Europe. It’s about more than technique. It’s about origin, climate, availability, and food culture.

INFO:
Lasagne, Moussaka and Co. – Happiness in Layers
Author: Ilse Fischer
Illustrations: Gudy Steinmill-Hommel
Publisher: Christian Verlag GmbH
Publication date: November 2025
Length: 256 pages
Binding: Hardcover
Language: German
ISBN: 978-3-9895101-6-6