Sirha Arabia 2024

Welcome to our table

The exhibition

Saudi Arabia is extending its catering and hospitality within the next years to make the difference with its ability to embrace international trends while showcasing local products. As a leader in Food Service, Sirha Food - which organizes Sirha Lyon, the leading Food Service event in the world every two years in Lyon (France) - has the responsibility to embrace the catering, cuisine and Food Service actors to this development, and will lead to hosting more creative and innovative gastronomic projects. In collaboration with the Culinary Arts Commission and the support of Saudi Conventions & Exhibitions General Authority, Sirha Arabia gathers 300 exhibitors and brands from food products, equipment, bakery, pastry and coffee industries. To build a Food Service trade exhibition faithful to its market, the local exhibitors will be managed by Nard Events & Exhibitions. Thanks to its expertise and large professionals’ network, Sirha Food invites the international brands on this new booming market.

The program

Sirha Arabia creates 3 areas that will provide unique content to the local and international visitors: Sirha Food Forum, stage of talks, in partnership with the Culinary Arts Commission; Sirha Food Masters, to host masterclasses of chefs that propose a mix of Saudi and international cuisines; A Newcomers area to encourage the innovations and novelties of the exhibitors on the Middle East market.
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Map of the exhibition

The Saudi fast-growing market

The Saudi food and beverage (F&B) market, valued at $45 billion, is the largest and most attractive in the Middle East. By 2020, the total value of food imports will reach $35 billion. The size of the food service market in Saudi Arabia ($14.16 billion in 2022) is expected to reach $34.04 billion by 2030, registering a CAGR of 11.37% over the forecast period. Saudi Arabia, shifting towards a more diversified, non-hydrocarbon-based economy as part of its Vision 2030 Plan, plans to invest $20 billion in the food industry by 2035, with an emphasis on the travel, tourism, hospitality, retail and banking sectors. The Kingdom has the objective to attract 150 million tourists by the end of the decade, in line with the objectives of Vision 2030 Plan (+50%), and 55 million international tourists a year by 2030, thanks in particular to the creation of a $400 billion hotel investment fund. To accommodate these tourists, 310,000 hotel rooms are expected to be built over the next few years, along with an increasing number of food and beverage outlets.
  • 2,25 million sqm
  • 32 million (including 13.5 million foreigners)
  • 100 million visits to the country: 45 million domestic visits and 55 million international visits
  • +8,7% in 2022GDP in excess of $1,000 billion
  • Health, good nutrition, well-being, quality products