Fiera Hospitality launches "Infinitive Perspectives," its new advertising campaign, in Riva del Garda from February 1 to 4, 2027.

The hospitality industry is increasingly an interconnected system , in which hospitality, catering, food, beverage, technology, design, and wellness all contribute to creating new experiences. In 2025, the Italian HoReCa market exceeded €100 billion in revenue, involving 382,000 points of consumption and employing at least 1.5 million people, according to the Italgrob Research Center based on Circana data. These numbers demonstrate the sector's importance, but also a market undergoing profound changes: in the same year, visits to venues decreased by 0.8% , while growth in value was supported by average price increases. This evolution reflects new consumer behaviors and, at the same time, a growing fusion of different skills, services, and sectors.

It is precisely from this transformation that “ Infinite perspectives - Many worlds. One kaleidoscopic experience” was born, the concept chosen by Hospitality – Il Salone dell'Accoglienza , the most comprehensive Italian trade fair dedicated to hospitality and catering, to accompany the 51st edition , scheduled at the Riva del Garda exhibition center from 1 to 4 February 2027. The new advertising campaign, destined to become the leitmotif of the event for the three-year period 2027-2029, interprets precisely this new dimension of hospitality: a universe made up of different perspectives that, by meeting and combining, give life to new visions and experiences.

The symbol to convey this perspective is the kaleidoscope , an optical instrument that, through mirrors and fragments, creates a multiplicity of harmonious structures from different elements. A metaphor that interprets the very nature of Hospitality: a single space capable of multiplying connections and opportunities , in which the different areas of HoReCa not only coexist, but also interact and activate each other.

"The hospitality sector is evolving alongside people's expectations and new consumption models, opening up to increasingly transversal languages, skills, and perspectives," explains Alessandra Albarelli, General Manager of Riva del Garda Fierecongressi . "Infinite Perspectives was born from the desire to represent a market that grows through overlaps, influences, and new balances. The kaleidoscope seemed to us the most effective language to convey its complexity: it continually changes configuration while maintaining a recognizable structure. It's also how we envision Hospitality in the coming years: an event with a strong identity, capable of evolving its perspective alongside the sector it represents."

Variety, relationships, and experiences are the three concepts underlying the new campaign. Variety represents the completeness of the Hospitality offering, divided into four areas : Beverage, Food & Equipment, Contract & Wellness, and Renovation & Tech, as well as special areas dedicated to mixology, wine, craft beer, and culinary excellence . Relationships express the event's ability to bring these worlds into dialogue. Experiences arise from the encounter between different elements, giving rise to new combinations of skills, products, services, and visions .

"Those entering the hospitality industry today are looking for products, solutions, and above all, insights into the direction their market is headed," comments Giovanna Voltolini, Group Exhibition Manager at Riva del Garda Fierecongressi . "The most interesting insights often arise from encounters with fields other than their own: a material, a technology, a new way of interpreting service or building the customer experience. Infinite Perspectives demonstrates precisely this broadening of perspectives and the ability to capture stimuli from different perspectives. This is also the value of the trade fair: offering each operator the tools to develop their own vision of the future and translate it into the evolution of their business."

The visual, developed by The Studio , is designed to evolve over time: the elements that make up the kaleidoscope will be able to change and combine differently in the 2027, 2028, and 2029 campaigns, maintaining a recognizable and distinctive graphic matrix, giving life to a new composition each year. This choice reflects one of the core values of the concept: dynamism .

With “Infinite Perspectives,” Hospitality strengthens its positioning and brings together the entire HoReCa sector in a single event. “ Infinite Perspectives - Many Worlds. One Kaleidoscopic Experience ” encapsulates this identity: many worlds, a single experience capable of multiplying perspectives, connections, and opportunities.

The campaign will be live in print, specialized publications, online, and on social media starting in the second half of September 2026, accompanying the run-up to the 51st edition of Hospitality.

About Hospitality – The Welcome Hall

Organized by Riva del Garda Fierecongressi, Hospitality is Italy's leading international trade fair for HoReCa professionals. With over 46,000 square meters of exhibition space, the event is the most comprehensive in Italy, featuring a comprehensive educational program and a wide audience of companies and professionals in the Contract & Wellness, Renovation & Tech, Food & Equipment, and Beverage sectors, as well as special areas focused on mixology, wine, craft beer, and culinary excellence. The Outdoor Boom pavilion offers a wide range of open-air options, offering space for experiential concepts, design, and inclusive planning.

The 51st edition will take place in Riva del Garda from 1 to 4 February 2027.