Italy’s leading international HoReCa exhibition opened today with more than 750 exhibitors and 70 top buyers from 20 countries.
This morning in Riva del Garda marked the inauguration of the 49th edition of Hospitality – Il Salone dell’Accoglienza, Italy’s most comprehensive international trade fair for the HoReCa sector, organised by Riva
del Garda Fierecongressi and taking place at the Exhibition Centre until 6 February. Over the course of four days, nine exhibition halls spanning 45,000 square metres will showcase the latest industry trends and a comprehensive offering for the hospitality
and catering sector. The event hosts over 750exhibitors – 26% of which new companies – alongside 160 speakers and more than 100 training and experiential initiatives, with significant international participation.
The event officially kicked off with the Opening Talk, titled “Hospitality, The People Industry”, a discussion featuring key figures from leading institutions, associations and businesses. At the heart of the debate was the importance of people in the hospitality and accommodation industry, particularly in an era where technological innovation and artificial intelligence are reshaping the sector.
In his opening remarks, Roberto Pellegrini, Chairman of Riva del Garda Fierecongressi, highlighted the event’s global reach, its evolution over the years and its certification as an international trade fair in 2022. “Hospitality 2025 presents impressive figures: over 750 exhibiting companies, a full representation of all HoReCa industry categories, and an increasing focus on internationalisation,” he stated. “This year, we are welcoming more than 70 selected buyers from 20 different countries, thanks to our extensive scouting activities and collaboration with ITA – Italian Trade Agency (ICE). This is a clear indication of our fair’s attractiveness and the business opportunities it offers – a milestone made possible through the strategic partnerships we have forged, both locally and nationally. Collaborating with local stakeholders and leading industry partners is essential. It adds value for all participants and strengthens Hospitality’s position as a market-leading event.”
In her video message, Alessandra Priante, President of ENIT (Italian National Tourist Board), reflected on the strategic role of tourism in Italy’s economy and underscored Hospitality’s importance as one of the country’s key trade fairs, which, in recent years, has increasingly focused on people and the human value of the tourism, hospitality and accommodation industry – a sector she described as ‘the most beautiful in the world’. “This industry is an essential pillar for Italy’s growth, not only economically but also socially. It is crucial to shift the focus from sheer tourist numbers to the quality of services provided, enhancing the uniqueness and extraordinary experiences that Italy can offer its visitors. Everything surrounding the tourism experience is vital, but most of all, it is the people who make this industry truly unique, one-of-a-kind and profoundly Italian. We must continue investing in people, training and hospitality, as these are the key elements that will ensure our industry remains competitive and distinctive on a global scale.”
The Role of Institutions in Industry Growth
A key topic at the event was innovation and the growing influence of artificial intelligence across the HoReCa sector. Alessandro Massimo Nucara, General Manager of Federalberghi, emphasised that while AI is a powerful tool for the hospitality and catering industry, enhancing efficiency and service quality, it must be leveraged effectively with the right expertise.
Public enterprises play a key role in Italian hospitality. These businesses must be actively supported, providing useful tools and appropriate regulatory recognition to ensure they are valued as an integral part of the national tourism offering. This was stressed by Marco Fontanari, of the FIPE Confcommercio Steering Committee, and echoed by Giancarlo Banchieri, President of FIEPET Confesercenti, who recalled the industry’s impressive figures: over 300,000 companies employing more than one million people. To meet the future challenges of the entire supply chain, it is essential to focus on innovation and continuous training, not only for employees, but also for entrepreneurs.
For Marina Lalli, President of Federturismo, the evolution of the HoReCa industry also depends on inclusiveness: no longer separate but rather combined spaces, an integral part of the tourist experience making every traveller feel at home.
According to Alberto Granzotto, President of FAITA Federcamping, "Open-air tourism is gaining rapid ground in Italy, a trend that is also evident in the Trentino region. The key to its success undoubtedly resides in guests’ increasing interest in what we have to offer, which becomes a winning strategy when the focus on quality service is paired with accessibility and genuine sustainability, as well as increasingly advanced digitalisation.”
The audience enjoyed a guided analysis of latest trends and future prospects in the hospitality industry, presented by Alberto Mattiello, Business Futurist, who highlighted the strategic value of combining technology and human value for the long-term benefit of the industry.
Among the new features of this edition is the début of the H EXPERIENCE format, comprising four experiential initiatives focused on innovation and accessibility, including the second edition of the FOR ALL project, and the AI Playground, an interactive area where visitors can explore the role of artificial intelligence in enhancing business processes.
“Hospitality is the trade fair that puts people at the centre, The People Industry. The HoReCa sector thrives on relationships and innovation,” stated Alessandra Albarelli, General Manager of Riva del Garda Fierecongressi. “In this segment, it’s not just about technology but about making people’s work simpler, faster and more effective. Today, hospitality professionals face daily challenges related to time management, service quality and customer satisfaction. The adoption of innovative solutions, such as intelligent management systems, digital platforms for booking and order tracking, can truly make a difference, helping to create a more dynamic work environment with greater agility and expertise. Digitalisation and the use of AI-based tools can reduce errors, optimise resources, lighten workloads and deliver a smoother, more rewarding experience for both staff and customers.”
The ribbon-cutting ceremony was also attended by Cristina Santi, Mayor of the Municipality of Riva del Garda, Roberto Failoni,Councillor of Small Business, Trade, Tourism, Forestry, Hunting and Fishing of the Autonomous Province of Trento, Alessia Ambrosi and Sara Ferrari, Members of the Italian Parliament.
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