GUEXT Forum 2026 to bring together hospitality experts to discuss the major challenges transforming the industry
From 15 to 17 October, GUEXT will offer a comprehensive programme of talks and panel discussions focusing on AI, sustainability, space design, contract catering and changing consumer habits.
GUEXT, the International Exhibition of Suppliers and Services for the Hospitality Industry, organised by IFEMA MADRID in collaboration with FELAC, the Spanish Federation of Associations of Manufacturers of Machinery for Hospitality, Catering and Related Industries, will make knowledge and innovation central pillars of its second edition, taking place from 15 to 17 October at the IFEMA MADRID Exhibition Centre.
Against this backdrop, GUEXT Forum will provide a meeting point for analysing the trends reshaping the hospitality and foodservice industries. Over three days in Hall 12 at IFEMA MADRID, experts, business owners and executives will share experiences, success stories and fresh perspectives on some of the industry's most pressing challenges.
The programme will explore topics such as the digitalisation of professional kitchens, the application of artificial intelligence to process optimisation, operational sustainability, energy efficiency, evolving foodservice business models and changing out-of-home consumption habits. It will also address space design and the emerging expectations of increasingly demanding and connected customers.
GUEXT Forum: a comprehensive perspective on current developments and trends in hospitality
Moderated by food journalist Sara Cucala, the GUEXT Forum sessions will offer a broad perspective on the challenges and opportunities transforming the hospitality and foodservice industries. The programme will open on 15 October with a discussion on the social impact of gastronomy in the panel Cooking with a Humanitarian Conscience, featuring Óscar Manresa (Fundación Catalina), Carlos Maldonado (Semillas), Víctor Escribano (Banco de Alimentos) and Cristina Cordón (ITV Ice Makers). Market developments will be explored in New Business Models in Foodservice, with contributions from Ana Moreno (Devoramos luego ardemos by Montagud), Alejandra Ansón (Ansón y Bonet), Bruno González Calvo (Grosso Napoletano) and Daniel Domènech (Pujadas).
Technology and innovation will take centre stage in The Connected Kitchen Is Already Here, where Alex Juncosa (AJ Global), Irene Amat (Itama Pastelería), Manuel Mellado (Coreco), Javier Solá (Migan – Grupo Sicore) and consultant chef Juanma López will discuss connectivity, digitalisation and intelligent management in professional kitchens. Design and its role in shaping the customer experience will be another key theme, with the panel Designing the Dining Area: When Space, Tableware and Experience Speak the Same Language, bringing together Francisco Romero (Muebles Romero), Pablo Lago (Lago Interioriza), Aitor Rodríguez Uriondo (Vicrila) and Vicente Lorente (Madrid Hospitality School).
On Thursday, GOe Tech Center, the Basque Culinary Center's gastronomy technology centre, will present the Cooking Workbench project, an AI-powered digital workspace that helps culinary teams conceive, structure, develop and reuse recipes and culinary knowledge. The platform supports the entire process, from initial concept to execution, incorporating multiple layers of data, including ingredient flavour profiles and nutritional values.
On 17 October, Smart and Sustainable Contract Catering will examine developments in this segment, with insights from Miguel Ángel Herrera Úbeda (Spanish Association of Hospital Hospitality) and Jorge Chicano (Infrico). Meanwhile, the panel Designing kitchens to work better will bring together Juan José de Santos (Dimasa – Sicore Group), coach Estefanía Yome and Sergio Isabel Tascón (Repagas and Afehc) to explore how workplace design influences efficiency, productivity and team wellbeing. Finally, Antonio Campillo (Dimasa – Grupo Sicore), Rafael Olmos (Zummo and FELAC) and Antonio Mesa (B.Pro) will take part in Foodvenience: Eating Quickly Without Compromising on Quality.
MAB Hostelero Roundtable Discussions
The Sobremesas de MAB roundtable discussions, organised by MAB Hostelero magazine, will provide specialist insights into equipment, operations and design for businesses in the HoReCa sector. Moderated by Sandra Rodríguez, the sessions will bring together manufacturers, distributors, industry advisers and operators to share experiences and practical solutions for the day-to-day management of hospitality establishments.
In The Kitchen of the Future: Fewer Resources, Greater Capacity, Sergio Isabel (Repagas) and Roser Gestí (Mychef) will examine the impact of automation, multifunctional equipment and new energy solutions on productivity in professional kitchens. The Kitchen Operators Need: Efficiency, Durability and Service will bring together Antonio Campillo (Dimasa – Sicore Group), Javier Ricote (Arilex), Marta Tosas (Meral Equipamiento) and a representative from Infrico to discuss the factors that determine a profitable investment in professional equipment. Finally, Beyond Aesthetics: Spaces That Work, Connect and Sell will focus on how functional design can enhance the customer experience, streamline operations and improve profitability in hotels and restaurants.
GUEXT to recognise outstanding hospitality professionals
The second edition of GUEXT will once again recognise individuals whose contributions help drive competitiveness and development in the hospitality industry. On 16 October, Miguel López (Pilsa) will receive the Lifetime Achievement Award for Excellence in Hospitality Distribution. The FELAC Professional Career Award will also be presented, with the winner announced on the same day.
The day's events will also include the final of the 1st National Competition for the Best School Menu, taking place at KitchenXperience by Dimasa, a dedicated space that will also host live demonstrations of equipment and technology solutions.
Through this programme, GUEXT strengthens its position as a leading platform for knowledge exchange, innovation and business opportunities in the hospitality industry, offering professionals practical insights into the trends, solutions and technologies that will shape its development in the years ahead.