The Bocuse d'Or arrives for the first time in Saudi Arabia, where the desire for Made in Italy is growing

For the first time, the Bocuse d'Or lands in Saudi Arabia, from 30 September to 2 October, in conjunction with the second edition of Sirha Arabia, which debuted last year in the Kingdom. Not only as a showcase, but also as a real competition: in fact, the country will host the national selection of the famous competition (the world cooking championship that takes place every two years, ed.) and the World Pastry Cup. The winners will then continue their journey towards the international finals, scheduled to take place in Lyon during Sirha, the world's most important exhibition dedicated to food service and hôtellerie, scheduled for January 2027.

We asked Luc Dubanchet, General Manager of Sirha Food, what are the expectations in terms of hospitality and gastronomic culture from Saudi Arabia, given that, after the advent of the Michelin Guide, and thanks also to a dedicated government commission (The Culinary Art Commission, set up in 2020), food seems to be a topic of great interest for this country that has recently opened up to tourism.

"Saudi Arabia is currently experiencing extraordinary growth in the hospitality and gastronomy sectors. Driven by a new cultural openness and major investments linked to the Vision 2030 project,' says the CEO, 'its Food & Beverage industry is emerging as one of the most dynamic in the world. Combining a rich heritage with the ambition to host major international projects, the Kingdom offers an ideal setting to host these competitions. These events will also pave the way for the creation, as early as 2026, of a new 'Middle East' continental selection'.

The first edition of Sirha Arabia, in 2024, attracted 5,374 professionals, 58 per cent of whom were buyers and decision-makers, and was attended by 225 exhibitors and brands. Numbers that immediately confirmed the event's potential as a benchmark for the industry in the Middle East.

"The second edition will extend over an area of 10,000 square metres and will host 280 exhibitors and brands, as well as 80 international chefs and speakers ready to share experiences and visions. Among the most eagerly awaited novelties isSirha Bake," explains Dubanchet, "a stage entirely dedicated to bakery and pastry, which will enrich the programme together with an Italian area designed to enhance the excellence and authentic products of our country on the Saudi market. There will also be an expanded Coffee Corner, testifying to the explosive growth that coffee is experiencing in Saudi Arabia, and above all the Contest Arena, which will host the national selections of the Bocuse d'Or and the Pastry World Cup, sanctioning Sirha Arabia's role as a reference platform for major international competitions".