HIP 2026

February 16-18 at IFEMA Madrid

HIP 2025 Figures

Professionals

Exhibiting Brands

Speakers

HIP 2026: The opportunity your hospitality Business can't afford to miss

HIP 2026 (Horeca Professional Expo) is getting ready to open its doors from February 16–18, 2026, at IFEMA Madrid, solidifying its place as the must-attend event for hospitality, restaurant, and café professionals. Following the overwhelming success of its last edition, HIP 2026 is set to exceed all expectations, offering more innovation, networking opportunities, and business prospects than ever before.

HIP 2025 Recap: An unprecedented success

Before looking ahead, it’s important to review the results of HIP 2025—an edition that broke records:

56,793 hospitality professionals attended the event, exceeding all expectations.
817 exhibiting companies showcased their latest solutions and innovations for the industry.
The economic impact generated in Madrid surpassed €84 million.
The Hospitality 4.0 Congress, the world’s largest forum for HORECA trends, was held with the participation of 703 speakers.
Major trends that shaped the event included the digitalization of the customer experience, the rise of themed fast food, and the growing importance of phone-based delivery services.

These results highlight HIP’s growing role as a driving force for innovation and transformation across the hospitality sector.

Why you can’t miss HIP 2026

Building on this momentum, HIP 2026 is shaping up to be a unique opportunity to stay at the forefront of the hospitality industry:

1. Network with thousands of industry professionals

Over 55,000 professionals—including executives, business owners, and managers—will attend, all looking for innovative solutions for their businesses. It’s a unique space to connect with potential clients and partners.

2. Specialized areas tailored to your business

HIP 2026 will once again feature specialized zones, helping exhibitors and visitors find the perfect space to match their needs:

Food & Beverage Solutions
Smart Kitchens & Equipment
Digital World
Design & Experience

Each area is designed to maximize business opportunities.

3. Knowledge that makes a difference

The Hospitality 4.0 Congress is back, featuring more than 30 specialized forums and summits. Top international experts will share strategies to improve management, innovate the customer experience, and adapt to new consumer trends.

Trends that will shape HIP 2026

Building on the success of HIP 2025, the following trends are expected to gain even more momentum in 2026:

Hyper-personalization of the customer experience
Digitalization and automation of operational processes
Growth of themed restaurants and immersive experiences
Sustainability as a key factor in business operations
Integration of technologies like AI and Big Data to optimize management and predict trends

Being part of HIP 2026 means staying ahead of the trends that will transform the hospitality industry in the coming years and positioning yourself as a leader in your field.

How can you take part in HIP 2026?

Exhibiting at HIP 2026 is straightforward, but it does require preparation:

Book your space early to secure the best location within the exhibition center.
Design an attractive and functional booth that reflects your brand values and grabs visitors’ attention.
Promote your participation through social media, newsletters, and your own channels to build excitement before the event.
Develop a clear sales strategy to maximize leads, follow up after the event, and close business opportunities.
Train your team to deliver outstanding service at your booth, showcasing professionalism and industry expertise.

If you need help standing out at HIP 2026, Servis can design and build your custom booth, making sure your participation is a complete success.

Tips to maximize your presence at HIP 2026

Properly preparing for your participation in HIP 2026 can make the difference between a low-key presence and a resounding success. Here are some practical tips to help you get the most out of the event:

1. Set clear goals

Before attending, define what you want to achieve. Are you aiming for brand visibility, driving sales, finding strategic partners, or launching a new product? Having clear goals will help you better plan your presence at the event.

2. Organize activities at your booth

Don’t just showcase your products. Organize live demonstrations, tastings, talks, or small experiences that draw visitors in. These activities create buzz and help you interact more naturally with your target audience.

3. Use technology to enhance the experience

Incorporate interactive screens, video presentations, or augmented reality to showcase your products or services in an innovative way. Technology not only grabs attention but also makes it easier for visitors to understand your value proposition.

4. Optimize your lead generation

Implement solutions to capture visitor data, such as digital forms, badge scanning, or QR codes at your booth. Make sure you have a strategy in place to qualify leads based on their level of interest or profile.

5. Follow up after the event

After the event, follow up quickly and personally with the contacts you made. A simple thank-you email or a courtesy call can make all the difference when it comes to closing opportunities.

6. Measure your results and learn

Evaluate how well you met your goals, analyze which actions worked best, and identify areas for improvement for future editions. Every participation is an opportunity to learn and fine-tune your event strategy.

By following these steps, you’ll not only make the most of your presence at HIP 2026, but also strengthen your position within the HORECA sector.