SIRHA Budapest 2026 kicks off tomorrow in Budapest, with Italy as guest of honour

SIRHA Budapest 2026 opens its doors tomorrow, Tuesday 3 March 2026, bringing Central Europe’s biggest international food industry and HoReCa (hotel, restaurant and catering) trade exhibition back to HUNGEXPO Budapest Congress and Exhibition Centre for three packed days of business, innovation and live competition.

Now in its seventh edition, SIRHA Budapest 2026 is set to welcome exhibitors from across the region and beyond, with a strong focus on practical solutions for hospitality operators, food producers, retailers and professional buyers — from new product launches to technology and service development.

What foreign visitors should know about SIRHA Budapest 2026

For readers outside Hungary, HUNGEXPO is Budapest’s main exhibition venue, located in the city’s 10th district (Kőbánya). SIRHA Budapest is designed primarily for industry professionals — chefs, restaurant owners, hotel decision-makers, caterers, distributors and food manufacturers — and is positioned as a major B2B meeting point for the wider Central and Eastern European market.

The official ceremonial opening takes place on 3 March at 10:30am in Pavilion A, alongside the awards ceremony of the Innovation Product Competition.

Italy takes centre stage as guest of honour

A standout theme this year is that Italy is the guest of honour at SIRHA Budapest 2026 — a headline choice reflecting the continuing popularity of Italian gastronomy in Hungary and the region.

The Italian Trade Agency (ITA) is bringing a record 29 Italian food producers to Budapest, with many exhibitors explicitly looking for Hungarian partners and regional buyers. Visitors can expect a broad showcase of Italian staples — from cheeses and cured meats to pasta, sauces, olive oils and coffee — presented within a dedicated community stand in Pavilion A (stands 304A–306B), spanning 448 square metres and built around tastings and demonstrations.

For HoReCa operators, the Italian presence is more than a cultural highlight: it is also a practical sourcing opportunity, especially for restaurants aiming to strengthen premium Mediterranean menus or refresh their supplier base with certified ingredients.

Innovation, future retail and business matchmaking

While the show floor is the main draw, SIRHA Budapest 2026 also leans heavily into trend-watching and business development.

One of the returning crowd-pleasers is the Future Store concept, where visitors can explore pre-launch product developments and new retail/foodservice solutions — the sort of behind-the-scenes innovations that often shape what ends up on shelves and menus months later.