Horeca Expo Gent
Flanders' biggest trade fair for the hospitality and foodservice sector at Flanders Expo Ghent.
Position your hospitality/foodservice solutions to Flanders' largest gathering of industry buyers, operators, and suppliers seeking innovation and partnerships.
- Showcase new equipment, menu trends, or service innovations to 1000+ hospitality professionals
- Partner with exhibitors to reach restaurant owners, hotel managers, and catering businesses in one venue
- Generate B2B leads from decision-makers actively sourcing suppliers and upgrading operations
- Highlight industry insights and networking opportunities exclusive to Horeca Expo attendees
Horeca Expo is the annual gathering point for the complete hospitality sector, with all segments under one roof, featuring more than 600 exhibitors and 47,000 professional visitors. The event brings together professionals from the hospitality, catering, and large kitchen industries to discover latest trends, products, and innovations, offering a wide range of exhibitors, inspiring workshops, and networking opportunities. Extensive supporting programme with culinary competitions, inspiring talks, and masterclasses Chef's Place—an exclusive experience zone with premium delicacies, wines, spirits, and decorative items Platform for Food & Non-Food, coffee, tea, sweets, breakfast, fast-casual dining, kitchen appliances, plus workshops, cooking competitions, seminars, and cooking demonstrations Dedicated Hotel & Hospitality hall covering sleep areas, bathrooms, wellness/fitness spaces, lobby, bar, and restaurant aspects Platform for knowledge sharing, closing new contracts, and strengthening relationships within the sector Latest products, services, and trends showcased by exhibitors across all segments
Notable campaigns2
- Schweppes Belgium (2022): Brought mocktail tasting experience to Horeca Expo Gent, introducing new Pomelo & Nepalese Berry products with in-store promotion support and experiential brand activation.
- Scala (2025): Exhibited at Horeca Expo 2025 with dedicated stand (Stand 8221) as a POS and hospitality software provider targeting restaurant and hotel operators.
Campaign ideas7
- Live product tastings & sampling stations – Set up interactive demo areas where visitors can taste new beverages, food products, or innovations in real-time. This drives engagement and immediate feedback.
- Stand competitions & games – Host contests on your stand (e.g., cocktail-making, plating challenges) that draw crowds, generate social content, and reward participation with branded merchandise.
- Chef masterclasses & workshops – Partner with visiting culinary experts or run your own 45-min workshop showcasing how your products solve real kitchen challenges. Builds authority and draws qualified leads.
- Networking breakfast/cocktail hours – Sponsor or host curated breakfast or evening drinks sessions targeting specific buyer personas (head chefs, hotel managers, caterers). High-value 1-on-1 conversations.
- Content hub & media zone – Create an Instagram-worthy stand with live social media feeds, hashtag walls, or content creation station. Encourage attendees to share (provide WiFi, charging stations).
- Sustainability/innovation pavilion – If your brand aligns with eco-friendly or tech solutions, co-exhibit in or sponsor a themed zone that attracts sustainability-focused buyers.
- Pre-show email nurture campaign – Send 2-3 pre-event emails to registered attendees with your stand location, special offers, appointment booking links, and new product teasers.
Social angles6
- Behind-the-scenes stand setup content – Show the build-up process with reels/stories of design, setup, product staging. Creates anticipation and human connection. #HorecaExpoGent #StandSetup #BTS
- Live demo countdown posts – Day-before posts: 'See us tomorrow at Horeca Expo! 🎉 First 50 visitors get [exclusive offer]' – drives foot traffic. #HorecaExpo2026 #NewProductLaunch
- User-generated content + contests – Encourage visitors to tag you in photos/videos at your stand, offer prizes. Amplifies reach & social proof. #HorecaExpoGent #ShowUsYourMoment
- Product launch announcements – Use Horeca as exclusive reveal moment for new SKUs, equipment, or services. Post launch visuals + founder quotes. #WorldPremiere #HorecaExpo
- Customer testimonials & case studies – Share short video testimonials from existing restaurant/hotel clients about your product impact. #RealResults #HorecaExpo
- Insider tips from industry speakers – Post quotes, learnings from seminars/masterclasses your brand participated in. Position as thought leaders. #HorecaExpoInsights #HotTakesFever
Ad copy starters5
“Meet 47,000+ hospitality pros this November. Are you ready? See us at Horeca Expo Gent Nov 15-18.”
“New in 2026: [Product name]. Launching exclusively at Horeca Expo Gent. Reserve a tasting appointment now.”
“From farms to fine dining – discover sustainable solutions at Stand [#] this Horeca Expo.”
“Your next big contract starts here. Book a meeting with us at Horeca Expo Gent.”
“The industry gathers once a year. Don't miss it – Horeca Expo Gent, Nov 15-18, 2026.”