About this expo
HIP – Hospitality Innovation Plant (formerly HOREQ) is an annual innovation event dedicated to the Horeca channel, recognized as the leading European multi-specialist Horeca innovation fair. This event hosts the Hospitality 4.0 Congress, which is described as the world's largest congress focusing on trends and new concepts within the hospitality industry. The upcoming edition will take place from March 1 to 3, 2027, at IFEMA Feria de Madrid in Madrid, Spain.
The exhibition gathers leading companies to present innovations across various sectors, including Technology & Digitalisation, Hospitality Equipment, Foodservice & Food, Coffee, Beverages & Bakery, Design, Interior Design & Furniture, Delivery & New Business Models, Automation & Artificial Intelligence, Sustainability & Energy Efficiency, Management, Marketing & Customer Experience, Packaging & Takeaway Solutions, Kitchen Equipment & Machinery, and comprehensive Solutions for Hotels, Restaurants, Bars & Catering. Specific innovation areas for HIP 2027 include Foodservice Solutions, Horeca Wine & Spirits, Smart Kitchens & Equipment, and Digital World.
HIP attracts entrepreneurs, executives, and professionals from the Horeca sector, encompassing business owners, executives, and managers of restaurants, hotels, bars, and cafés. Over 86% of its visitors are decision-makers, representing roles in general management, operations, purchasing, food & beverage, marketing, sales, technology, and management control. The event provides a platform for these professionals to invest in their businesses and connect with suppliers offering solutions across the industry.
Highlights
5 items- AUMA listed.
- Venue: IFEMA Feria de Madrid, Madrid, Spain.
- 61,917 professionals (visitors) and 1,024 exhibiting companies (2026).
- Hosts the Hospitality 4.0 Congress.
- Over 86% of visitors are decision-makers.
FAQ
5 questionsWhen and where does it take place?+
HIP - Hospitality Innovation Plant (formerly HOREQ) will be held from March 1 to 3, 2027, at IFEMA Feria de Madrid in Madrid, Spain.
Who organizes it?+
The event is organized by IFEMA.
What industries and products are covered?+
The event covers innovations for the Horeca channel, including Technology & Digitalisation, Hospitality Equipment, Foodservice & Food, Coffee, Beverages & Bakery, Design, Interior Design & Furniture, Delivery & New Business Models, Automation & Artificial Intelligence, Sustainability & Energy Efficiency, Management, Marketing & Customer Experience, Packaging & Takeaway Solutions, Kitchen Equipment & Machinery, and Solutions for Hotels, Restaurants, Bars & Catering.
How can I attend or exhibit?+
Professionals can attend by purchasing a Business Pass or Premium VIP Pass. Companies can participate as exhibitors to showcase their innovations to over 65,000 entrepreneurs and executives.
What are the participation costs for visitors?+
A Business Pass costs 100 EUR for 3 days, including Exhibition Area and Hospitality 4.0 Congress sessions. A Premium VIP Pass costs 200 EUR for 1 day or 395 EUR for 3 days, offering additional benefits like VIP area access and Video On Demand.