It’s almost showtime for one of the world’s flagship foodservice and hospitality tradeshows – the countdown to Host Milano 2025 is on.
Milan is one of the world’s most iconic cities. It’s home to Leonardo da Vinci’s The Last Supper, globally renowned high-end fashion labels, and the first Starbucks Reserve Roastery outside of the United States. However, every two years the city transforms into a global foodservice destination when tens of thousands of industry professionals descend upon the Fiera Milano Exhibition Centre for the biennial Host Milano tradeshow.
This year’s event is set to be no different. Taking place between 17 and 21 October, Host Milano 2025 will bring all corners of the Hospitality, Restaurant, and Catering (HoReCa) sector together to help shape the industry’s future.
Coffee will play a key role at this year’s exhibition. Historically, Host Milano has proved a key reference point for all aspects of the coffee industry through the Salone Internazionale de Caffè (SIC) section, according to Exhibition Director Francesca Cavallo.
“SIC plays a crucial role in showcasing the technical innovation, trends in specialty coffee, and global market development across coffee’s entire value chain,” Cavallo tells Global Coffee Report.
“The coffee industry is renowned for anticipating innovations that subsequently extend across the out-of-home and hospitality sectors, and Host Milano 2025 is where to find them. Within this framework, SIC serves as a central hub.”
One key change from previous events for 2025 is the relocation of the SIC section, which will now be placed at the heart of the entire exhibition. This year, SIC will feature across a pair of connected pavilions and extend into other coffee- and café-adjacent sectors.
“The central positioning of SIC will facilitate a more intuitive and streamlined visitor experience, enabling smoother cross-traffic between related sectors such as coffee, bar equipment, gelato, and pastry,” says Cavallo.
“It’s a strategic move designed to enhance the synergies between various sectors of professional hospitality. The new layout positions SIC across twin-level pavilions 8 to 12 and 16 to 20, which are connected by a bridge, with an extension into pavilion 18, where it integrates into the gelato-pastry area.
“The new configuration improves the physical flow between halls and places collaborative sectors in closer proximity. This not only makes navigating the fair more intuitive but also encourages unexpected discoveries and cross-sector connections that can spark new business ideas.”
Cavallo says the long-awaited return of the World Barista Championship (WBC) will take centre stage at this year’s event.
“Hosting this prestigious event at Host Milano underscores our commitment to the global coffee community and provides a platform for the world’s best baristas to showcase their skills,” Cavallo says.
The return of the WBC to Milan represents Host Milano’s continued celebration of tradition, which will be presented alongside a range of industry innovations, including those at the revamped Milano Pane Pizza Pasta (MPPP) section. This marriage of heritage and emerging opportunities showcases some of the best of what Host Milano has to offer, says Cavallo.
“A standout feature of the event is undoubtedly the synergy between traditional sectors and cutting-edge innovation. The revamped MPPP area exemplifies this by integrating advanced technologies into the art of baking, while the WBC brings a dynamic, competitive edge to our coffee sector,” she says.
As advancing technology and new innovations continue to shape the global coffee industry, Host Milano will showcase some of the latest marvels that have the potential to change the face of foodservice.
“One of the most anticipated developments is the growing integration of smart automation and artificial intelligence in coffee machines,” Cavallo says.
“These technologies are transforming how coffee is prepared and served, enabling real-time customisation based on individual preferences, greater consistency, and more efficient use of resources. Consumers today expect a more personalised experience, and AI-driven equipment is making that not only possible but scalable across various service formats.”
Also on display at Host Milano will be immersive technology such as augmented and virtual reality, and Internet-of-Things-enabled machines that provide detailed insights into usage patterns, maintenance needs, and consumer behaviour.
This data-driven approach is helping operators optimise performance and reduce downtime as businesses adapt to the rapidly changing landscape of global consumption. However, it appears these advances in technology don’t come at the expense of the continued push towards creating a more sustainable industry.
“The coffee industry is responding to environmental concerns with innovations that reduce energy and water consumption, introducing more efficient brewing methods, and promoting the use of recyclable and compostable materials,” says Cavallo.
“This reflects a broader shift in consumer values and a demand for greener practices, even in out-of-home coffee consumption.”
With more than 2100 exhibitors from 50 countries and 180,000 professional visitors from 166 nations filing into Host Milano 2023, the show’s 2025 edition is expected to be another significant event that will touch on almost all aspects of foodservice and hospitality.
Cavallo believes the success of previous editions, and the expectation of another stellar Host Milano, comes from its standing as “the place where the future of hospitality is written”.
“Host Milano stands out as one of the world’s most successful tradeshow events because it has consistently demonstrated the ability to evolve in sync with the hospitality industry’s rapid transformation, while offering an experience that is both global in scale and deeply curated in content,” she says.
“But scale is only part of the story. What makes Host Milano truly unique is its ability to create a marketplace where innovation, education, and business converge seamlessly. Companies see the exhibition as the ideal setting to launch cutting-edge solutions, whether in automation, sustainability, or digitalisation.
“Visitors, on the other hand, value the opportunity to discover those innovations while engaging in targeted meetings through tools like MyMatching, attending trend-focused events, and gaining strategic insights into new consumption formats.”
For those looking to most effectively tackle the sprawling event at Fiera Milano in October, Cavallo has some advice on how make the most of their time at Host Milano 2025.
“If you operate in the coffee sector, it’s essential to approach the event with a lot of curiosity, plus a bit of strategy,” she says.
“An ideal day might begin with SIC, where you can engage with the latest innovations in coffee equipment, discover new roasting technologies, and experience live demonstrations.
“Between scheduled meetings, you might attend a talk on sustainability in coffee or sample new product launches, before ending the day with informal networking moments or live competitions – like the World Barista Championship – to add an extra layer of energy and inspiration to the experience.”
GCR Host Milano 2025 will be held at the Fiera Milano Exhibition Centre from 17 to 21 October. For more information, click here.
This article was first published in the July/August 2025 edition of Global Coffee Report. Read more HERE.
