Saudi Hotel Innovation & Food Technology Exhibition SHIFT is the leading Exhibition in the Middle East region for exhibiting hotel innovation, food & drink-processing technology. SHIFT is a showcase of products, technologies and services for hospitality, food processing, and related operations. The exhibitors represent every conceivable link in the value chain for food-related equipment. It is an opportunity to raise exhibitor’s visibility, to cultivate new customers and to strengthen ties with established customers. The exhibitions are tremendously cost-effective tools for marketing and for customer relationship management. A World-Class Showcase for Innovative Technologies SHIFT promotes a meeting of the best and most innovative technologies and the evolution of consumption trends, offering the most complete exhibition showcase of solutions for the hospitality, food, and beverage industry. Our commitment is to continue to promote and strengthen the hospitality and food industry’s vision of tomorrow, tending to a growing sustainability and providing consumers with safe and nutritious food.