Key data
| Regulation | Resolution of 8 July 2026, from ICEX Spain Export and Investments, E.P.E., publishing the Agreement with AFEHC for the organization of reverse missions within the framework of the GUEXT 2026 Fair |
|---|---|
| BOE Publication | 18 July 2026 |
| Entry into force | 8 July 2026 |
| Affected parties | Spanish manufacturers of hospitality equipment exporters and Latin American buyers/prescribers |
| Category | Grants and Subsidies — Internationalization |
| Total budget | €34,040 |
| Fair | GUEXT 2026 — Madrid, 15-17 October 2026 |
| BOE Reference | BOE-A-2026-15731 |
If you manufacture or export hospitality and catering equipment, this agreement opens the door for you to meet face-to-face with Latin American buyers without having to travel to their markets. ICEX and the Association of Spanish Manufacturers Exporters of Equipment for Hospitality and Catering (AFEHC) have signed an agreement — published in the BOE on 18 July 2026 with reference BOE-A-2026-15731 — to finance and organize two reverse missions within the framework of the GUEXT 2026 fair.
The mechanism is straightforward: ICEX brings foreign buyers and prescribers to Madrid; AFEHC organizes logistics and schedules for Spanish participants. The result is bilateral meetings at ICEX headquarters during the fair days.
What does this regulation establish?
The agreement regulates two differentiated reverse missions, with different financing and responsibilities for each party:
| Mission | Participants | ICEX Financing | AFEHC Contribution |
|---|---|---|---|
| Buyers mission | Latin American buyers in the hospitality equipment sector | 50% of cost (up to €12,020) | Remaining 50% |
| Opinion prescribers mission | Latin American opinion prescribers in the sector | 100% of cost | €3,000 in kind |
The distribution of obligations between the parties is as follows:
- AFEHC: manages logistics, accommodation and schedules for Spanish participants (manufacturers).
- ICEX: convenes foreign participants (buyers and prescribers) through its Commercial Offices in Latin America.
Bilateral meetings between Spanish manufacturers and foreign visitors will be held at ICEX headquarters during the fair days (15-17 October 2026).
Economic and operational impact
For Spanish manufacturers, the economic value of this agreement is not in receiving money directly, but in accessing qualified buyers without assuming acquisition costs. Bringing a Latin American buyer to Spain (flight, accommodation, management) can cost between €1,500 and €3,000 per person. With a budget of €34,040, the agreement can finance the presence of between 11 and 22 international buyers or prescribers.
The operational cost for the manufacturing company is limited to:
- Participating in the GUEXT 2026 fair (stand cost or accreditation).
- Preparing commercial materials and catalogs for the Latin American market.
- Attending bilateral meetings organized by AFEHC at ICEX headquarters.
The prescribers mission — financed 100% by ICEX — has additional strategic value: opinion prescribers (consultants, hospitality project architects, leading distributors) influence purchasing decisions of multiple end customers. A single relationship with a prescriber can generate several future orders.
Who does it affect?
- Spanish manufacturers of hospitality and catering equipment associated with or linked to AFEHC who want to open or expand markets in Latin America.
- Exporters in the hospitality sector who already operate in Latin American markets and seek to strengthen business relationships.
- Commercial and export managers of companies in the sector participating in GUEXT 2026.
- Latin American buyers and prescribers in the hospitality equipment sector (recipients of the reverse missions).
It does not directly affect companies in other sectors or manufacturers that do not operate in the hospitality and catering equipment field.
Practical example
Imagine you are the commercial director of a Spanish company manufacturing professional kitchen machinery. You are associated with AFEHC and participate in GUEXT 2026 with your own stand.
Thanks to this agreement, ICEX convenes through its Commercial Offices in Mexico, Colombia or Argentina buyers from hotel chains or collective catering who are already looking for European suppliers. AFEHC includes you in the bilateral meeting schedule at ICEX headquarters during 15-17 October.
Instead of investing €8,000-10,000 in a business trip to Latin America with uncertain results, you receive pre-selected buyers with genuine interest in Madrid. The additional cost for your company is practically zero beyond your presence at the fair. If you also participate in the prescribers mission — financed 100% by ICEX — you can establish relationships with consultants or distributors who influence equipment projects worth several million euros in their markets.
What should companies do now?
- Confirm participation in GUEXT 2026 (15-17 October, Madrid): if you don't yet have a stand or accreditation, manage your registration as soon as possible. Without presence at the fair, you cannot access bilateral meetings.
- Contact AFEHC: the association is responsible for managing the schedules of Spanish participants. Find out about selection criteria and deadlines to be included in the list of companies that will receive buyer visits.
- Prepare materials for the Latin American market: catalogs, product sheets and presentations adapted to the standards and needs of target markets (voltages, local regulations, language).
- Identify your objectives by market: define which Latin American countries interest you most so that AFEHC can prioritize you in meetings with the most relevant buyers for your company.
- Prepare for the bilateral meeting: be clear about your differential value proposition against European and Asian competitors, and bring samples or demos if your product allows.
Frequently asked questions
How much money does ICEX allocate to the reverse missions of GUEXT 2026?
The total budget of the ICEX-AFEHC agreement amounts to €34,040. Of that amount, ICEX finances up to €12,020 (50%) of the buyers mission, and 100% of the cost of the opinion prescribers mission. AFEHC contributes the other 50% in the buyers mission and €3,000 in kind in the prescribers mission.
How can my company participate in the bilateral meetings of GUEXT 2026?
You must participate in the GUEXT 2026 fair (Madrid, 15-17 October) and contact AFEHC, which is the entity responsible for managing logistics and schedules for Spanish participants. ICEX, for its part, convenes Latin American buyers and prescribers through its Commercial Offices abroad. Bilateral meetings are held at ICEX headquarters during the fair days.
What is the difference between the buyers mission and the opinion prescribers mission?
The buyers mission brings direct buyers from Latin America in the hospitality equipment sector, with purchasing decision-making capacity. Its cost is financed 50% between ICEX and AFEHC (up to €12,020 from ICEX). The prescribers mission brings consultants, architects or leading distributors who influence purchasing decisions of third parties; its cost is financed 100% by ICEX, with a €3,000 in-kind contribution from AFEHC.
When is the GUEXT 2026 fair held and where?
The GUEXT 2026 fair is held in Madrid from 15 to 17 October 2026. Bilateral meetings between Spanish manufacturers and Latin American buyers/prescribers will take place at ICEX headquarters during those days.
Which Latin American countries do the buyers from the reverse missions come from?
The agreement indicates that buyers and prescribers come from Latin America, and that ICEX convenes them through its Commercial Offices in the region. The published regulation does not specify the specific countries of origin of each participant. To learn about priority markets, you should consult directly with AFEHC or with ICEX Commercial Offices in the countries of your interest.
Official source
Consult complete regulation at official source (BOE-A-2026-15731)
Notice: This article is for informational purposes only and does not constitute legal advice. For specific decisions, consult a qualified professional. Source: https://www.boe.es/diario_boe/txt.php?id=BOE-A-2026-15731