The 43a ed HostMilano closed its doors at Fieramilano Rho, which began on the 13th and concluded on the 17th of October. This year’s experience is on par with the best vintages, consolidating the leadership of the event as the global reference hub for innovation in professional hospitality, away-from-home and food retail.
The 43rd edition in fact saw over 180 thousand professional visitors, among which the incidence of international operators from 166 countries stands out, which exceeded 42% of the total. In addition to Europe – in particular Germany, France, Spain, Switzerland and the United Kingdom – numerous delegations registered from North and South America (one in 10), Gulf countries and Asia (around one in 5).
In addition to the numbers of the 43a ed HostMilano, what was especially striking was the quality of the business meetings. Thanks above all to the high profiling. And not only among the over 700 hosted buyers, who arrived in Milan thanks also to the collaboration of ITA-ICE Agenzia, but also among the spontaneous visitors, often represented by corporate decision-makers with high spending capacity.
Preview of market trends
And if there are those who have traveled many thousands of kilometers to get to Milan even from the Fiji Islands, Swaziland (eSwatini) or Tanzania, there is a reason. In fact, the 43a ed HostMilano has reconfirmed itself as the event where top players from all over the world preview their new technologies to the point that, as the foreign buyers themselves say, it is possible to find innovations not yet available on the destination markets even for companies already present in the country.
News set in contexts, often design, to tell how the products respond to users’ desires. According to research presented during the fair by TradeLab, 51% of Italians are in fact ready to return to spending away from home (second item overall after travel). While 66% give more importance to an experience that stimulates expectations, expectations and curiosity – but is at the same time reassuring – than just food and drinks.
43a ed HostMilano: the role of social media
A propensity for storytelling that was reflected in the dynamism of social channels.
On Instagram alone, #HostMilano exceeded one million and 400 thousand impressions and the countries that followed the event most on social media were Italy, Brazil, the United States, Spain, France and the United Kingdom. The response from the traditional media was also noteworthy, with 1,342 journalists present (279 international ones) and more than 5,000 quotes and articles.
43a ed HostMilano https://host.fieramilano.it/ gives the appointment with the 44th edition which will also be at Fieramilano Rho from 17 to 21 October 2025.