HIP 2027

March 1 to 3, 2027 at IFEMA Madrid

HIP 2026 FIGURES

Professionals

Exhibiting Brands

Speakers

HIP 2027: everything you need to know about the major HORECA sector trade fair

HIP 2027 (Horeca Professional Expo) will hold its next edition from March 1 to 3, 2027 at IFEMA Madrid. The fair faces its eleventh edition with the motto Where Visionaries Lead and a more ambitious proposal: six pavilions, 13 innovation areas, and a focus on profitability, digitalization, sustainability, and competitiveness in the HORECA sector.

HIP 2026 Review: tenth anniversary and record edition

Before preparing to participate in HIP 2027, it is advisable to review the actual results of the last edition held. HIP 2026 closed its tenth anniversary with record figures for the HORECA sector:

61,917 professionals from hospitality, catering, and foodservice visited the fair at IFEMA Madrid.
1,024 exhibiting companies presented more than 5,300 innovations, products, and solutions.
The event generated an economic impact exceeding 102 million euros in Madrid.
The Hospitality 4.0 Congress brought together 712 international leaders and experts on management, talent, digitalization, new concepts, customer experience, and sustainability.
The edition also marked a milestone with the announcement of HIP’s international expansion to Bologna, Italy.

These data confirm HIP’s importance as a European business, innovation, and knowledge platform for companies looking to grow within the Horeca channel.

Why you can't miss HIP 2027?

Building on the momentum of the previous edition, HIP 2027 presents itself as a strategic opportunity to gain visibility, generate quality contacts, and showcase solutions at a key moment for the hospitality industry:

1. Networking with over 65,000 HORECA decision-makers

The organization expects to bring together more than 65,000 entrepreneurs, executives, and professionals with investment capacity. It is an especially interesting environment for brands that want to connect with general management, operations, purchasing, food & beverage, marketing, sales, technology, and management control managers.

2. Specialized areas adapted to each HORECA segment

HIP 2027 will strengthen its exhibition area with 13 innovation areas designed to cover the entire hospitality value chain:

Foodservice Solutions
Horeca Wine & Spirits
Smart Kitchens & Equipment
Design & Experience
Digital World
Health & Safety
New Concepts & Franchises
Delivery & Ready to Go
Automated Foodservice Expo
Socio-health
Steakhouse: Ribeye, Burger & Co.
Selected Brands
Coffee, Bakery & Gelato

This segmentation allows each exhibitor to be located in the space most aligned with their proposal and attract profiles genuinely interested in their solutions.

3. The knowledge that makes the difference

The Hospitality 4.0 Congress will once again be one of HIP’s major assets. In 2027, it will bring together more than 720 international experts, with 380 sessions, 10 auditoriums, and over 35 specialized summits. The agenda will focus on artificial intelligence, the new consumer, scalable concepts, leadership, corporate culture, brand experience, management, and profitability.

Trends that will mark HIP 2027

HIP 2027 arrives in a context where the hospitality industry needs to grow with greater efficiency and better control its margins. Among the trends that will gain prominence are:

Artificial intelligence applied to HORECA operations, from management to customer loyalty.
Automation and robotization to optimize processes and compensate for the lack of qualified personnel.
Scalable and single-product concepts, with special attention to fast casual and casual food.
Sustainability and energy efficiency as competitiveness factors, especially in accommodation and organized catering.
Brand experience, increasingly linked to communities, design, coherence, and differentiation.

Being present at HIP 2027 allows you to position yourself in a market that seeks concrete solutions to improve profitability, productivity, and customer experience.

How can you participate in HIP 2027?

Exhibiting at HIP 2027 requires commercial planning, experience design, and a carefully managed presence within the venue. To prepare for participation:

Book your space in advance to secure a suitable location within the innovation areas.
Define the stand’s objective: lead generation, product launch, brand positioning, demonstrations, or business meetings.
Design an attractive and functional stand that facilitates circulation, highlights your solutions, and reinforces your visual identity.
Prepare an agenda of meetings and prior actions to arrive at the event with contacts already activated.
Train the sales team to clearly explain the value proposition and follow up afterwards.

If you need to stand out at HIP 2027, at Servis we can help you with the design and construction of a customized stand, designed to attract visitors, generate conversation, and turn your presence into real business opportunities.

Request proposal

Tips to maximize your presence at HIP 2027

Thoroughly preparing your participation in HIP 2027 can make the difference between a discreet presence and one capable of generating recall, contacts, and business opportunities. These recommendations will help you get the most out of the event:

1. Define clear objectives

Before attending, establish what you want to achieve at HIP 2027. Are you looking for brand visibility, generating sales, finding strategic alliances, presenting an innovation, or attracting distributors? Having concrete objectives will help you make better decisions about design, location, message, and team.

2. Organize activities at your stand

Don’t just exhibit products. At a fair with thousands of professionals and multiple innovation areas, live demonstrations, tastings, short talks, or product experiences can attract qualified traffic and facilitate more natural business conversations.

3. Use technology to enhance the experience

Incorporate interactive screens, videos, digital demonstrations, automation solutions, or immersive resources when they add real value to your proposal. In an edition marked by AI, digitalization, and operational efficiency, technology should help better explain your solutions and not just attract attention.

4. Optimize lead generation

Plan how you will register and classify stand contacts. Digital forms, QR codes, badge scanning, and clear segmentation by interest or profile will allow you to prioritize follow-up after the fair and make better use of each conversation.

5. Take care of the post-event

The value of HIP 2027 doesn’t end when the pavilion closes. Prepare personalized follow-up messages, commercial materials, and a call agenda to quickly contact the leads obtained. The speed and relevance of the follow-up can make all the difference.

6. Measure results and learn

Evaluate whether you have met your objectives: number of contacts, quality of leads, meetings generated, open opportunities, impact of activities, and feedback received. Each participation in HIP should serve to improve the event strategy, stand design, and commercial message for future editions.

Following these steps will allow you to make the most of your presence at HIP 2027 and strengthen your positioning within the HORECA sector.

Request proposal