Host America 2027

The global hospitality trade show landscape is gaining a new strategic hub. For the first time, Fiera Milano is bringing the Host brand to the United States in cooperation with the North American Association of Food Equipment Manufacturers. Host America will take place from 11 to 13 February 2027 as part of The NAFEM Show in Orlando, Florida. The partnership combines HostMilano’s international reach with the market expertise and industry network of one of North America’s most influential organisations for professional foodservice equipment. The focus extends far beyond product presentations. Above all, the event is designed to provide access to qualified buyers, planners, operators and decision-makers from restaurants, hotels, institutional catering and food retail. The collaboration represents a strategic step. Following the launch of Host Arabia in Riyadh, Fiera Milano is deliberately expanding the Host brand into regions with particularly strong growth potential for manufacturers of professional kitchen equipment, coffee solutions, refrigeration, furnishings and hospitality technology.

The United States is one of the world’s largest and most dynamic markets for professional hospitality and foodservice solutions. According to ExportPlanning analyses conducted for the Host Milano Observatory, US imports in the trade show’s core sectors increased from €22.5 billion in 2019 to €24.8 billion in 2025. By 2029, they could approach €27 billion. This development is being driven, among other factors, by investment in professional equipment for coffee, bakery, pastry and gelato applications. The industry is also facing structural changes: rising labour costs, staff shortages, growing demands regarding efficiency and energy consumption, and an increasing need for automated and digitally controlled processes.

For manufacturers, this means that powerful individual machines are no longer enough. Operators are looking for integrated solutions that simplify workflows, conserve resources, ensure consistent quality and can be adapted flexibly to different business models. In a highly diverse market such as the United States, ranging from international hotel groups and major foodservice operators to independent restaurants, bakeries and coffee shops, this solution-oriented approach can become a decisive competitive advantage.

The Italian manufacturing industry occupies a particularly important position within this market. According to the ExportPlanning analyses prepared for HostMilano, Italy is now the seventh-largest global supplier to the United States in the relevant product categories and the largest supplier within the European Union. Italian exports to the US increased from €395 million in 2019 to €689 million in 2025, corresponding to a compound annual growth rate of 9.7 per cent. Italy is especially well positioned in bakery and pastry equipment. Italian companies are estimated to account for approximately 28 per cent of US import demand in this segment. Exports of gelato equipment and refrigeration solutions have developed even more dynamically. Between 2019 and 2025, the volume increased from €71 million to €286 million, meaning that exports quadrupled within six years. These figures underline more than the international appeal of “Made in Italy”. They also show that culinary heritage alone is no longer sufficient as a sales argument. The most successful providers are those that combine design, technological expertise, energy efficiency, process reliability and a deep understanding of operators’ specific requirements.

Host America will focus on four product categories in which European, and particularly Italian, manufacturers already hold a strong international position:

• professional coffee equipment and vending technologies,

• gelato equipment and refrigeration solutions,

• furniture, tableware and hospitality design,

• professional bakery and pastry equipment.

These sectors exemplify a hospitality industry in which the boundaries between technology, design and guest experience are becoming increasingly fluid. A coffee machine is no longer merely a production tool, but part of an overall operating concept. Refrigeration technology influences product quality, inventory management and energy consumption. Furniture and tableware shape not only the aesthetics of a space but also guest comfort, brand perception and operational processes.

Professional bakery and pastry solutions are also gaining strategic importance. Demand is growing both for craft-oriented concepts and for scalable systems that allow businesses to respond to changing consumer habits, smaller production areas and the demand for products available throughout the day. These developments are closely linked to broader topics such as organic and sustainable hospitality.

Digital product information, virtual presentations and online meetings have accelerated communication within the hospitality industry. Yet they cannot replace the type of exchange that takes place when technology can be tested, materials experienced first-hand and solutions assessed for their practical suitability in face-to-face conversations. Trust is particularly important when it comes to capital-intensive products. Buyers do not only want to compare technical specifications. They also need to know how reliably service, maintenance, spare parts supply and training will function.

International trade shows create a concentrated environment for precisely this purpose. They bring together manufacturers, distributors, planners, operators, architects, designers, chefs and investors: the very stakeholders involved in the development of new hospitality concepts. Their added value increasingly lies in connecting different perspectives. A hotel project can no longer be planned solely through the lens of interior design or kitchen technology. Energy consumption, automation, guest expectations, staffing requirements and brand identity must interact from the very beginning. Trade shows are therefore evolving from conventional product showcases into development platforms. Live demonstrations, workshops, competitions, expert discussions and curated networking formats allow industry professionals not only to observe market trends, but also to assess their practical relevance for their own businesses.

Host America is also relevant for manufacturers and hospitality companies from Austria, Germany and Switzerland. The United States is economically attractive, but it is also considered a demanding market. Different technical standards, certification requirements, liability issues, logistics, service coverage and regional variations require careful preparation. Successful market entry therefore does not begin with the first sale, but with reliable partnerships and a realistic understanding of local requirements. The cooperation between Host and NAFEM can serve as a bridge. International exhibitors gain access to an established industry network, while North American buyers have the opportunity to discover new European technologies, design approaches and product solutions. Potential exhibitors should not regard their trade show presence as an isolated presentation. A long-term strategy is essential.

Assess market readiness: Products must comply with the regulatory and technical requirements of the US market.

Establish service partners: Without reliable maintenance, spare parts and technical support, even an innovative product will remain unattractive to many operators.

Communicate practical benefits: Buyers need concrete answers regarding cost-effectiveness, labour savings, energy consumption and return on investment.

Prepare references: Case studies and verifiable performance data build more trust than general claims of innovation.

Follow up on contacts: The commercial success of a trade show often emerges only in the weeks and months following the event.

With Host Arabia and Host America, Fiera Milano is developing the Host brand into an international network. Milan, Riyadh and Orlando represent three markets with different conditions and opportunities. While the Gulf region is strongly shaped by new hotel, tourism and restaurant developments, the United States offers a large, established and technologically sophisticated foodservice market. Milan, meanwhile, remains the international meeting point where the various sectors of the hospitality industry come together in exceptional breadth.

The expansion demonstrates that global trade shows must become more strongly embedded in regional markets. International reach alone is not enough. What matters is the connection with local organisations, networks and market expertise. Host America is therefore more than another date on the trade show calendar. It represents a new form of internationalisation: global brand expertise combined with regional industry structures.

The hospitality industry is undergoing profound transformation. New technologies promise greater efficiency, while guests simultaneously expect more individuality, quality and emotionally engaging experiences. Operators must work more economically without losing the essence of hospitality. This requires places where products are not simply displayed, but discussed, tested and placed within a broader context. Personal exchange about markets, business models and practical experience remains a major driver of innovation. Host America has the potential to become such a place. For European manufacturers, the platform opens access to an enormous market. For North American operators, it offers the opportunity to discover new technologies, materials and concepts. And for the industry as a whole, it creates another international meeting point where encounters can lead to partnerships, and ideas to viable solutions.