Sirha Lyon is the worlds top hospitality + food-service trade fair, biennial in Lyon. Bocuse dOr finals happen on the floor. Buyers are chefs, restaurant groups, hospitality procurement, and HORECA distributors across France and Southern Europe.
HORECA-branded tea (hotel chains, restaurant groups, premium cafes) is one of our highest-margin segments. Sirha is where those buyers source. Long-term consider an exhibiting partnership with a French HORECA distributor.
225,000+
Visitors
3,000+
Exhibitors
135
Countries
January 21-25, 2027
Eurexpo Lyon, Lyon, France
43 years of editions, reshaped by changing buyer behaviour and category growth.
1983
Launched as "Salon des Metiers de Bouche" at the Lyon Fair on Quai Achille Lignon, initiated by the Chamber of Commerce and chef Paul Bocuse, alongside local food trade professionals.
1985
Moved to Eurexpo Lyon in Chassieu, the permanent venue it still occupies today.
1987
Renamed Sirha (Salon International de la Restauration, de l'Hotellerie et de l'Alimentation) to reflect its growing international hospitality and restaurant focus. First Bocuse d'Or competition held the same year.
1989
Coupe du Monde de la Patisserie (World Pastry Cup) founded and hosted at Sirha for the first time, cementing the show's role as the global stage for top culinary competitions.
2021
20th edition. French President Emmanuel Macron attended - the first sitting president at Sirha in 40 years. Held in September instead of January due to the pandemic.
2023
40th anniversary edition (21st). Over 4,000 exhibitor firms, nearly 210,000 visitors, and the debut of Sirha Food Forum with 80+ industry speakers.
2025
22nd edition. Record 257,363 qualified professionals over five days, 25% growth vs 2023. First dedicated wines and spirits sector introduced.
Where tea, private label, and beverage buyers concentrate on the show floor.
Competition stage for the Bocuse d'Or (January 26-27) and World Pastry Cup (January 24-25). Public gallery seating for 2,000+.
Why it mattersThe competitions draw international press and broadcast coverage. For a tea co-packer, this is where the chefs and pastry teams who specify premium hot-beverage service for their restaurants and hotels can be found in concentrated form.
Showcase of the 800+ new products submitted to the Sirha Innovation Awards, judged by a panel of chefs, caterers, and food-tech specialists.
Why it mattersTea, herbal infusion, and hot-beverage packaging innovations are entered each cycle. A confirmed award nomination or win provides six months of press amplification targeting HORECA buyers.
All non-food beverages: coffee, tea, infusions, spirits, wines, low-alcohol, soft drinks, and water. Expanded significantly for 2027 to reflect growing buyer interest in the no/low-alcohol segment.
Why it mattersThe primary zone for a tea co-packer. HORECA buyers - F&B directors, restaurant group purchasers, hotel chains - source hot-beverage suppliers here. Dammann Freres and similar French specialty tea houses exhibit in this zone.
Dedicated coffee and barista zone hosting the French Barista Championship, French Latte Art Championship, and French Coffee in Good Spirit Championship.
Why it mattersCoffee shops sourcing tea for their menu (matcha, chai, herbal) pass through this zone. Cross-pollination with the Liquid Hall is high, so tea suppliers with a coffee-shop angle benefit from proximity.
Restaurant, hotel, design, and amenities: front-of-house equipment, tableware, branded in-room amenities, and interior-design suppliers for hospitality spaces.
Why it mattersHotel procurement managers buying in-room tea programs and branded tea amenity kits are routed through this hall. Strong adjacency for a co-packer pitching hotel-branded tea bag programs.
8 competitions covering sommelier, butcher, fishmonger, cheesemaker, and artisan food trades. World Burger Contest and Coupe de France des Fromagers are hosted here.
Why it mattersLess directly relevant for tea, but the artisan food segment buyers who attend this zone are the same audience purchasing premium herbal and specialty teas for their establishments.
The 2027 edition marks 40 years of the Bocuse d'Or (founded 1987). The finals run January 26-27, 2027 in the Arena Contests. This milestone is expected to draw record international press and broadcast coverage, giving exhibitors in the adjacent halls unusual amplification.
For 2027, Sirha reorganized around business logic rather than product categories. The beverage zone expanded to three concentrated sectors (beverages, no/low-alcohol, wines and spirits), signaling that HORECA buyers are spending more budget on branded drink programs, including premium tea.
The 2025 edition surpassed every previous attendance record. 56% of visitors were confirmed decision-makers or buyers. 15% were international, representing 40 countries. The show generates 122,619 digital networking connections through its official app each edition.
Every edition, exhibitors submit new products for jury evaluation by chefs, caterers, food journalists, and technical specialists. Winning or even being shortlisted generates lasting press coverage aimed precisely at HORECA buyers. Beverage and packaging innovations are regular award categories.
Each edition includes a dedicated B2B meeting program facilitated by Business France (the French foreign trade agency), bringing international buyers into structured meetings with exhibitors. Non-French exporters and suppliers can apply to join the buyer side of this program.
Brands typically exhibiting in the tea, private-label, or adjacent halls.
Retail chains, hospitality groups, and importers known to send delegations.
Professional trade-only access. Children not permitted. Online ticket: 110 EUR for two-day access. On-site ticket: 110 EUR for single-day access. Pre-registration required. Exhibitors can provide invitation codes; visitors who only show a printed invitation at the door pay the on-site rate. Proof of professional status checked at entry.
09:00 to 18:00 daily, January 21-25, 2027.
Lyon city-center hotels (Part-Dieu, Confluence, Presqu'ile) book out within weeks of registration opening; secure accommodation 4-5 months ahead. Alternatives: Hotel de Chassieu (2 minutes from Eurexpo north entrance), B&B Hotel Lyon Eurexpo Bron, ibis Lyon Carre de Soie in Villeurbanne. Sirha operates a negotiated-rate hotel portal; group bookings (7+ rooms) via groupehotels@gl-events.com.
Stand space (21-75 m2): approximately 15,000-35,000 EUR for shell-scheme construction including structure, finish, lighting, and logistics. Raw-space-only rates available for companies bringing custom builds. Exact m2 rates are quoted directly by GL Events Exhibitions on application.
Sirha Lyon is the defining event for HORECA procurement in Western Europe. The show does not attract retail buyers - this is pure foodservice: hotel groups, restaurant chains, contract caterers, and the chefs who influence their purchasing. For Balkan Tea, that distinction matters. HORECA is one of our higher-margin service segments because buyers specify branded tea-bag programs across many sites simultaneously, need a reliable co-packing partner, and care about lead time and consistency rather than the lowest unit price. The 2027 edition introduces an expanded Liquid Hall and a new Hospitality Factory zone, both of which route buyers exactly where a tea packaging supplier wants to stand. The Sirha Innovation Awards offer a credible, press-backed entry point for first-time exhibitors who do not yet have the scale for a full booth. One caveat: show attendance is predominantly French and Western European. Balkan procurement interest is low - this event is about exporting into France and the EU hospitality market, not generating Balkan regional leads.
Quick answers buyers ask before committing the travel budget.
Trade only. Visitors must prove professional affiliation at ticket purchase. Admission is 110 EUR online (two days) or 110 EUR on-site (one day). Children are not permitted.
The Bocuse d'Or finals run January 26-27, 2027, in the Arena Contests. The World Pastry Cup finals are January 24-25 and the International Catering Cup final is January 21.
From Lyon Part-Dieu TGV station: Bus C13 then Tram T5, approximately 40 minutes. From Lyon-Saint-Exupery airport: Rhonexpress tram then N100 bus, approximately 40 minutes. Taxis and VTC (Uber) take 20-30 minutes from the city center depending on traffic.
Book 4-5 months before the January dates. Lyon city-center hotels near Part-Dieu and hotels adjacent to Eurexpo in Chassieu sell out first. Villeurbanne and Bron provide overflow options and typically hold availability longer.
Yes. GL Events accepts international exhibitor applications via sirha-lyon.com. National export agencies such as Business France also facilitate matchmaking programs. Joining a country pavilion (if one exists) reduces stand costs and provides logistical support for first-time exhibitors.
Prioritize hotel-group F&B directors and contract catering procurement managers (Accor, Sodexo, Compass). These buyers specify standardized tea programs across hundreds of sites. Restaurant-group owners are secondary; they buy smaller volumes but often switch suppliers more quickly.
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