HOW HOREX & CLEANEXPO QAZAQSTAN 2025 UNITED INTERNATIONAL EXPERTS AND SHOWCASED HORECA AND CLEANING INNOVATIONS IN ALMATY

FROM NOVEMBER 12 TO 14, 2025, IN ALMATY, AT THE ATACENT EXHIBITION CENTER, KEY EVENTS FOR HOSPITALITY, RESTAURANT BUSINESS, AND CLEANING INDUSTRY SPECIALISTS TOOK PLACE — THE HOREX QAZAQSTAN AND CLEANEXPO QAZAQSTAN 2025 EXHIBITIONS.

The three-day program brought together representatives of HoReCa, manufacturers, technology suppliers, and experts. Many participants emphasized the importance of annual participation: "We have been participating in this exhibition for several years. This event allows us to find new clients among consumers in the Republic of Kazakhstan, present our new equipment to our partners who are already present in this market," noted Alexander Verbilo, Head of the Modernization and Foreign Economic Relations Department at Torgmash. Such consistent interest confirms the sustainable development of the market and the high demand for the platform.

This year, the exhibition gathered 64 companies from 10 countries, and 22 enterprises presented their products for the first time, highlighting the platform's significance for enhanced business promotion. Not only participants but also visitors highly appreciated the scale of the event. Regional representative of LLP "Profsanexpert" Evgeny Pivovarov: "I am visiting this exhibition for the first time, and my impressions are very positive. It is especially valuable that specialists and companies from different countries are present here, making the exhibition even more interesting and useful, especially for those working with the international market."

Thanks to such a combination of international exhibitors and an active audience, the exhibition became a point of attraction for various market segments. In total, the event was attended by 9,082 professionals from 46 countries over three days (together with the FoodExpo Qazaqstan, QazPack, Plastex Qazaqstan exhibitions), confirming the growing interest of the industry in such platforms.

The headliner of the content part of the exhibition was the HoRex Business Forum, which this year had an even deeper and richer structure. The forum brought together 9 thematic blocks, 3 panel sessions, and 8 discussions, covering 25 relevant topics, as well as 35 speakers and 3 moderators, providing a wide range of expertise and a multifaceted view of key processes in the industry. From the first hours of the forum, participants actively engaged in discussions on key issues in the development of the restaurant and hotel business. Among the visitors was Gulzat Bayseitova, sales manager at Chocofood, who shared her opinion: "I believe that both the exhibition and the forum itself offer great opportunities for everyone working in the food production and catering sector. Here, both restaurateurs and manufacturers — every brand presents itself, creating an excellent platform for valuable networking and experience exchange. It is especially valuable that participation is free, and I hope that as many people as possible will know about such opportunities." Her words reflected the atmosphere of the forum, where professionals from different fields freely exchanged experiences.

On November 12, the forum opened with a panel session "Safety and Stress: When Things Don't Go as Planned," dedicated to crisis management. Participants discussed conflicts with guests, fire alarms, and the legal responsibility of businesses. The session "What IT Trends Are Already Changing HoReCa in Kazakhstan" followed, focusing on digitalization, process automation, HR technologies, and team management culture. The day ended with the panel "Franchising Without Illusions: Growth or Trap?", revealing the legal and managerial aspects of franchises, success stories, and launch mistakes.

On November 13, the focus was on people, brand, and communications. The discussion "Talent as a Deficit: The New Currency of the Market" examined changes in the labor market and the role of corporate culture in attracting specialists. The session "Taste Marketing" analyzed the influence of impressions, emotions, and visuals on guest choice, while the expert discussion EXPERT TALKS "Cancellation Syndrome: How a Restaurant Survives in the Information Field" discussed communication risks, crisis cases, and reputation management strategies.

On November 14, the program was dedicated to the hotel business and influence marketing. The discussion "Hotel Business 2025: Sales Strategy, Taxation, and Partnerships with the Tourism Industry" touched on hotel occupancy forecasts, the tax impact on pricing, and cooperation with tour companies. The panel "HoReCa and Bloggers: Who Shapes Guest Opinions" discussed the role of social media and influencers in restaurant reputation. The program concluded with the FORESIGHT session "From Insights to Actions: HoReCa After the Forum," where experts summarized the results, identified key challenges, and steps for the development of the hospitality market in Kazakhstan.

Participants of CleanExpo Qazaqstan 2025 demonstrated modern cleaning technologies, solutions for professional hygiene, and sustainable service. Interactive formats allowed specialists to test equipment and discuss its application in real conditions, which was especially relevant for hoteliers and cleaning companies.

Horex Qazaqstan & CleanExpo Qazaqstan 2025 confirmed their status as an international professional platform, bringing together experts, manufacturers, HoReCa operators, and cleaning professionals. Thanks to the combination of a rich business program, large-scale exhibition, and active audience participation, the exhibition became a key growth point for the industry. High participant ratings mean more than any ranking - Valery Bukreev, sales manager at BWT: "We are pleased to participate in the HoRex Qazaqstan exhibition, in which we have been participating for several years. Many meetings have already taken place with established partners, new partners. There is great interest, there are partners who are already working, so we will most likely participate in this exhibition next year, as the market is growing, and we feel this need."

The events were officially supported by the Akimat of Almaty city, the Kazakhstan Association of Hotels and Restaurants (KAGiR). Forum partners - the Association "Club of Restaurateurs of the Republic of Kazakhstan", Clockster company.

The event organizer is the Kazakhstan exhibition company Iteca and its international partner – ICA Events Group.