HOW HOREX & CLEANEXPO QAZAQSTAN 2025 BROUGHT TOGETHER INTERNATIONAL EXPERTS AND DEMONSTRATED HORECA AND CLEANING INNOVATIONS IN ALMATY

FROM NOVEMBER 12 TO 14, 2025, KEY EVENTS FOR SPECIALISTS IN THE HOSPITALITY, RESTAURANT BUSINESS AND CLEANING INDUSTRY - HOREX QAZAQSTAN AND CLEANEXPO QAZAQSTAN 2025 - WERE HELD IN ALMATY, AT THE SITE OF THE ATAKENT EXHIBITION CENTER. 

 "This is not the first year that we have been participating in this exhibition. This event allows us to find new customers among consumers in the Republic of Kazakhstan, to present our new equipment to our partners who are already present in this market," said Alexander Verbilo, Head of the Department of Modernization and Foreign Economic Relations of Torgmash. Such constant interest confirms the sustainable development of the market and the high demand for the platform. 

This year, the exposition brought together 64 companies from 10 countries of the world, and 22 enterprises presented their products for the first time, which emphasizes the importance of the platform for enhanced business promotion. Not only participants, but also visitors highly appreciated the scale of the event. Evgeny Pivovarov, regional representative of Profsanexpert LLP: "I am visiting this exhibition for the first time, and I have very positive impressions. It is especially valuable that specialists and companies from different countries are present here, which makes the exhibition even more interesting and useful, especially for those who work with the international market."  

Thanks to this combination of international exhibitors and an active audience, the exhibition has become 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), which confirms the growing interest of the industry in such platforms. 

The headliner of the content part of the exhibition was HoRex Business Forum, which this year received an even deeper and richer structure. The forum brought together 9 thematic blocks, 3 panel sessions and 8 discussions, including 25 relevant topics, as well as 35 speakers and 3 moderators, which provided a breadth of expertise and a multifaceted view of key processes in the industry. hotel business. Among the visitors was Gulzat Baiseitova, Sales Manager of Chocofood, who shared her opinion: "I believe that both the exhibition and the forum itself provide great opportunities for everyone who works in the field of food production and catering. Here are restaurateurs and manufacturers - each brand represents itself, and this creates an excellent platform for useful acquaintances and exchange of experience. It is especially valuable that participation is free, and I want as many people as possible to know about such opportunities." Her words reflected the atmosphere of the forum, where professionals from different fields freely exchanged experience. 

On    November 12, the  forum opened with a panel session "Safety and Stress: When Everything Does Not Go According to Plan", dedicated to crisis management. Participants discussed conflicts with guests, fire alarms and legal responsibility of business  "Franchising Without Illusions: Growth or Trap?", which revealed the legal and management aspects of franchises, success stories and launch mistakes. 

On November 13, the focus was on people, brand, and communications. The discussion "Talent as a Scarcity: The New Currency of the Market" considered changes in the personnel market and the role of corporate culture in attracting specialists. The session "Marketing of Taste" analyzed the  influence of impressions, emotions and visuals on the choice of a guest, and the expert discussion EXPERT TALKS "Withdrawal Syndrome: How a Restaurant Can Exist 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 influencer marketing. The discussion "Hotel Business 2025: Sales Strategy, Taxation and Partnerships with the Tourism Industry" touched on hotel occupancy forecasts, tax impact on pricing and cooperation with travel companies. The panel "HoReCa and bloggers: who forms the opinion of guests" discussed the role of social networks and influencers in the reputation of restaurants. The program ended with the FORESIGHT session "From insights to actions: HoReCa after the forum", where experts summed up the results, outlined the 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 use in real conditions, which was especially important for hoteliers and cleaning companies.  

Horex Qazaqstan & CleanExpo Qazaqstan 2025 has confirmed its status as an international professional platform that brings together experts, manufacturers, HoReCa and cleaning operators. Thanks to the combination of a rich business program, a large-scale exposition and active participation of the audience, the exhibition has become a key growth point for the industry. We are glad to take part in the HoRex Qazaqstan exhibition, in which we have been taking part for several years. There were enough meetings with already established partners, new partners. There is a lot of interest, there are partners who are already working, so we will most likely take part in this exhibition next year, as the market is growing, and we feel this need." 

Official support for the events was provided by the Akimat of Almaty, the Kazakhstan Association of Hotels and Restaurants (KAHR). The partners of the forum are the Association "Club of Restaurateurs of the Republic of Kazakhstan", Clockster company. 

The event is organised by the Kazakhstan Exhibition Company Iteca and its international partner, the ICA Events Group of Companies.