Last edition

HIP – Horeca Professional Expo 2025 closed its tenth edition meeting its record predictions, with 61,917 hospitality professionals passing through its four pavilions at IFEMA MADRID, an event that has established itself as the most important in the Horeca sector at European level and is already recognized as the nerve center of innovation in an industry that is going through a key moment in its history after the impact of the pandemic.

HIP has positioned itself as a benchmark for the sector and innovation thanks to its commitment since its first edition to offer the latest trends that are impacting or will impact the global hospitality industry. 1.024 exhibiting firms have presented their latest solutions in food and beverage, equipment, interior design and furniture, technology, new concepts and franchises, delivery, automated catering, safety and hygiene, for any segment of the Horeca industry: catering, accommodation, bar and cafes, distribution, collectivities, organized catering, health and social services, travel services and leisure.

In total, four pavilions full of innovation in hospitality from leading companies such as Alimentos de España, Aplus Gastromarketing, Bon Area, Campofrío, Casa Delfín, Christeyns,  Coca-Cola, Comas, Estrella Damm, Danone, El Pozo, Estrella Galicia, Europastry, Fritermia, Garcimar, GB Foods, General Fruit, GC International Brands, Heineken, Just Eat, Kitchen Consult, Meiko, Nespresso, Nestlé, Onnera Contract, Pascual, Rak, TheFork o Unilever Food Solutions, among many others.

This year, the Hospitality 4.0 Congress brought together 712 international experts who presented their success stories, new business models, and the trends that will shape the Horeca sector in the coming years. The event featured prominent figures such as Ferran Adrià, President of elBullifoundation; Óscar Pierre, CEO of Glovo; Gastón Acurio, chef and owner of Acurio Restaurantes; and Toni Nadal, tennis coach, who shared their experience and success cases.

Leading executives from the hospitality industry also took part, including Joan Roca, Executive Chef and co-founder of El Celler de Can Roca (3 Michelin stars); Dani García, owner and chef of Grupo Dani García and Smoked Room Madrid (2 Michelin stars) and Dubai (1 Michelin star); Hugo Muñoz, chef and owner of Ugo Chan (1 Michelin star); Mario Sandoval, chef of Coque Restaurant (2 Michelin stars); José Ángel Preciados, CEO of ILUNION Hotels; Javier Águila, Global President of the Inclusive Collection at Hyatt; Antonio Garamendi, President of the CEOE; and Vicente del Bosque, former national football coach, among many others.

They shared key insights to boost any hospitality business in areas such as management and operations, talent and team management, new concepts like Eatertainment, customer experience, digitalization and innovation, and sustainability.

Following the path of innovation that has always characterized HIP, Hospitality 4.0 Congress once again hosted a forum dedicated to artificial intelligence, the metaverse, ChatGPT, payment with bitcoins and NFTs, the Emerging Technologies Summit. In addition, the Foodservice Robotics Pioneers presented the latest in robotics and automation for the Horeca sector, autonomous delivery vehicles… Also, experts in delivery and dark kitchens addressed the future of a booming segment, which is evolving towards virtual kitchens.

Compass Group, Areas, Osaka Nikkei, Welbilt, Beata Pasta y Comess Group are the winners of the eighth edition of the Horeca New Business Models Awards 2026, held in the context of HIP 2026.