About HOGA Nuremberg 2027
HOGA is a leading hospitality trade fair in Bavaria and southern Germany, organized by AFAG Messen und Ausstellungen GmbH with DEHOGA Bayern as its professional partner. Hotels, restaurants, institutional catering operations, and beverage distributors attend to assess equipment, food service systems, staffing solutions, and supplier offerings.
The event runs from January 17 to January 19, 2027, at Messe Nuremberg, covering 30,000 square meters and bringing together 530 exhibitors. For many suppliers, HOGA provides a direct meeting point with regional hotel operators, restaurant groups, and catering businesses.
Why Bavarian Hospitality Buyers Come to HOGA
Hospitality decision makers attend HOGA to review suppliers for the year ahead. They look for equipment that can lower operating costs and meet the demands of daily operations, and they meet vendors in person to discuss pricing, volume commitments, and service reliability.
Bavaria is one of Germany’s largest hospitality and tourism markets, with a dense concentration of hotels, restaurants, and catering operations across the region. That density is what makes HOGA a working meeting point rather than a showcase: the buyers on the floor are sourcing for businesses that operate year round, not browsing for ideas.
How Buyers Use HOGA
Hospitality buyers compare kitchen equipment, food service technology, beverage products, furniture, staffing services, and operational systems, checking specifications, pricing, service capability, and supplier reliability against their own business needs.
Your stand needs to explain your offering quickly. Give buyers a clear place to ask questions and discuss how your solution fits their operation.
What Buyers Look For Beyond the Stand Design
Hotel owners do not choose suppliers because a stand looks impressive. They look at the people behind the product, their expertise, responsiveness, and commercial fit.
Your stand should communicate reliability, regional presence, and industry knowledge. Give your team enough room to speak with procurement professionals without crowding the space. Keep the product visible. Keep the message clear, and give buyers a professional place to discuss the next step.
Your Stand as a Relationship Platform
At HOGA, supplier conversations often start with a specific business need. A chef may be reviewing equipment for a renovation. A procurement officer may be comparing supplier terms. A catering director may be looking for staffing support.
Give each conversation enough room. We create practical spaces where your team can answer questions and discuss your offering without distracting visitors from the main message.
One Team, From Planning Through Setup
One project manager owns every stage, giving you a single point of accountability from design through installation. This reduces handoffs and keeps the approved design aligned with the finished stand.
Our teams work on the ground in Germany and understand German safety requirements and the practical demands of hospitality exhibitions.
Complete Service Scope
We manage your exhibition stand from strategy through onsite installation and show support, with core project stages staying under one accountable team.
- Strategy and positioning: define your value proposition and plan a layout around buyer conversations.
- Design and concept: develop a stand that presents your brand clearly and gives your team practical working space.
- Fabrication: build custom or modular stands to the approved specifications with quality checks throughout production.
- Graphics and signage: produce clear branded graphics and hospitality focused messaging for the stand.
- Installation: set up the stand at Messe Nuremberg and test key elements before the show opens.
- Onsite setup and support: support your team during the show and resolve stand related issues as they arise.
What Hospitality Buyers Actually Need From a Stand
Hospitality buyers rarely need a complex demonstration. They need to understand how your solution works in their operation. Show the product clearly, explain the practical benefit, and give visitors a place to ask questions and discuss their requirements with your team.
Building on Repeat Client Relationships
Many HOGA exhibitors return year after year. A consistent stand presence helps returning buyers recognize your company and see how your offering has developed.
Use professional signage, knowledgeable staff, relevant references, and a layout built for conversations. Each edition gives your team another chance to strengthen existing supplier relationships.
One Partner Across Multiple Shows
If you exhibit at HOGA and other German trade shows such as Internorga Hamburg or Intergastra Stuttgart, one stand partner keeps your brand presentation consistent, and your team avoids learning a different process at every event.
Repeat exhibitors often find that changing stand builders means starting from scratch each time. With one partner, lessons from one show can inform the next: your Year 2 HOGA stand can reflect buyer feedback from Year 1, and your Year 3 approach can respond to what Bavarian hospitality operators actually asked for.
Meeting Rooms and Negotiation Spaces for Procurement
Hospitality procurement professionals need privacy when they discuss contracts and pricing. A busy exhibition floor is not the right place for detailed commercial discussions.
We design private meeting areas with practical furniture and enough room for focused conversations, so your team can discuss product specifications, pricing tiers, warranty terms, and service support apart from the main visitor flow. These spaces give procurement teams a clear place to move from product discussion to commercial terms.
About Messe Nuremberg
HOGA Nuremberg is held at Messe Nuremberg in Franconia. The venue serves exhibitors and buyers from across Bavaria and southern Germany,with multiple halls supporting a range of stand sizes and established services for exhibitor requirements.
Why Messe Nuremberg for HOGA
- Central Franconian location with access to hospitality operators across Bavaria and southern Germany
- Modern exhibition infrastructure across multiple halls
- Established venue for hospitality and food service exhibitions
- Multiple halls with different stand locations and visitor routes
Practical Details for Exhibitors
- Move in and setup are scheduled for January 16, 2027.
- Exhibitors receive venue schedules and setup instructions from Messe Nuremberg and show management.
- All exhibitors must follow German safety requirements and venue regulations.
- Dismantling takes place after the show closes on January 19, 2027.
Benefits of Exhibiting at HOGA Nuremberg
- Meet Qualified Hospitality Buyers: Speak directly with hotel, restaurant, catering, and procurement professionals.
- Showcase Your Products in Context: Present your solutions in a setting built around real hospitality operations.
- Strengthen Supplier Credibility: Give buyers a clear view of your expertise, products, and professional approach.
- Generate New Business Leads: Turn product discussions into enquiries and follow up conversations.
- Build Regional Market Presence: Increase visibility among hospitality businesses across Bavaria and southern Germany.
Who Attends HOGA Nuremberg
Hotel Operations Leadership
General managers, operations directors, and hotel owners come to review equipment, furniture, and service systems for renovations and operational updates, comparing suppliers on practical requirements and long term support.
Food Service Professionals
For executive chefs, head chefs, kitchen managers, and food and beverage directors, the focus is kitchen workflow, equipment performance, efficiency, and service support, since their environments leave little room for equipment that cannot keep up under pressure.
Procurement and Purchasing
Hotel procurement officers, catering purchasing managers, and institutional food service buyers are sourcing equipment, supplies, and services. Pricing, volume terms, supplier reliability, and financial stability drive most of these conversations.
Beverage and Supply Distributors
Wine merchants, beverage distributors, and specialty food suppliers meet with hotels and restaurants to discuss product ranges and supply arrangements, and to review exclusive offerings and beverage programs.
Hospitality Industry Service Providers
Staffing agencies, facility management companies, training organizations, and consulting firms present services to hospitality operators, with most conversations centered on staffing, facility operations, training, and business improvement.
Event and Catering Operations
Catering directors, event managers, and independent caterers come looking for equipment, furniture, and staffing services that can support demanding banquet and event schedules.
Exhibition Stand Type Options
We build hospitality stands in different sizes at HOGA. Choose the configuration based on your exhibition goals, positioning, and meeting space needs. Every stand focuses on clear presentation and practical buyer conversations.
Standard Exhibition Stands
Small and medium stand spaces suit specialist hospitality suppliers. A typical setup includes a product display area, a meeting zone, and clear brand signage,giving your team enough room to present products and speak with buyers.
Premium Exhibition Stands
Larger installations suit major equipment suppliers, hospitality platforms, and national distributors. Multiple meeting areas and display zones give your team room to handle several buyer groups at once.
Custom Configurations
We design the layout around your products, team size, buyer meetings, and sales goals. Stand size and features depend on your allocated space and exhibition requirements.
Double Deck or Two Level Configurations
Use a second level when you need more functional space without increasing your floor area. The upper level can house private meetings or staff areas, while the ground level stays open for product displays and visitor traffic.
Country Pavilion or National Hospitality Group Stands
Pavilion stands bring suppliers from the same country or organization together. We maintain each company’s brand identity while creating a consistent group presence. Stand sizes depend on the space allocated by the organizer.
Last Minute Exhibition Stand Solutions
If you receive an exhibition space close to the event, we offer rush fabrication for shorter build schedules. Modular systems can reduce production time, and simpler custom builds can also suit compressed deadlines.
