Last edition

HIP – Horeca Professional Expo 2025 closed its eighth edition meeting its record predictions, with 49,137 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. 815 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, Campofrío, Casa Delfín, Coca-Cola Europacific Partners Iberia, Comas and Partners, Estrella Damm, Danone, Europastry, Fritermia, Garcimar, General Fruit, GC International Brands, Heineken, Ilunion, Kitchen Consult, Mahou San Miguel, Nespresso, Nestlé, Onnera Contract, Ordeno App, Pascual, TheFork or Unilever Food Solutions – Away from Home, among many others.

This year, Hospitality 4.0 Congress has brought together 703 international experts who have presented their success stories, new business models and trends that will mark the Horeca of the coming years. It has welcomed figures of the stature of José Elías, Owner La Sirena, Marian Rojas Estapé, Psychiatrist and Writer at the Rojas-Estapé Institute, Victor Küppers, Motivational Speaker, or Álex Rovira, writer, economist, international speaker and consultant (BCC Conferenciantes), who have shared their experience and success stories.

Leading executives from the hospitality sector such as Joan Roca, Executive Chef and co-founder El Celler de Can Roca 3* Michelin, Albert Adrià, Owner and Chef Enigma 1*Michelin, Barcelona, Carmen Matutes, Deputy General Manager Palladium Hotel Group, Antonio Catalán, President AC Hotels by Marriott, Javi Olleros, Chef and owner Culler de Pau 2* Michelin, Helena Burstedt, Regional Vice President Development Hyatt Hotels Corporation, Mario Sándoval, Chef Restaurant Coque 2* Michelin, José Ángel Preciados, CEO ILUNION Hotels, Gonzalo Aguilar, CEO Minor Hotels Europe & Americas, among many others, have presented the keys to boost any hospitality business in management and operations, talent and team management, new concepts such as Eatertainment, customer experience, digitalization and innovation, and sustainability.

Also, in this latest edition we have added new specific forums: Xperience Room, Annual Congress of the Madrid Hospitality Industry, Mixology & Wine, People Product Planet, Coffee & Bakery.

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.

Zuchetti, La Fageda, Grupo La Rumba, UDON, CAHM and Hungry Club are the winners of the eighth edition of the Horeca New Business Models Awards 2025, held in the context of HIP 2025.

The catastrophe caused by the DANA on October 29, 2024 left an immense pain in the province of Valencia. Today, those who have lost everything need help to get up and dream again.

For this reason, we want to recognize the initiative led by Ricard Camarena, Begoña Rodrigo and Quique Dacosta and which has been joined in solidarity by renowned chefs from around the world, to help recover the stores and small businesses in the area.

Ricard Camarena on behalf of DESDE VALENCIA FOR VALENCIA