This event had the participation of prominent international leaders in the tourism and gastronomic sector, bringing together more than 70 service provider companies, managers, leaders and key players in the industry, as well as more than 1,000 sector professionals from different regions of the country, who guaranteed high-value business opportunities for two days.
Expo HORECA Guatemala 2026 is part of a regional platform that has already been successful in countries such as Panama and Honduras, and that now lands in the country with a renewed proposal adapted to the local context, reinforcing the role of Guatemala as a strategic market for tourism and national and Central American gastronomy.
“This event is divided into two, it is an expo of everything that are suppliers of the category of hotels, restaurants and cafes; and then there is the academic part that brings to Guatemala all the international trends and where the business is going, oriented more towards talent management, technology, new formats and how to better serve and how to retain the client, with specialists who come from Spain, Colombia, Mexico and the region,” commented Daniel Panedas, director of 7 Cero Agency and co-organizer of the event with Brontë Conection.
The arrival of Expo HORECA to Guatemala responds to the sustained growth of tourism and the need to professionalize and innovate in the industry. According to data published by the Guatemalan Tourism Institute (Inguat), the country registered a growth in international visitors of 7% in February of this year, compared to the same period in 2025.
“The Guatemalan market is broad and competitive, and Expo HORECA comes to enhance it with a platform that brings together content, training and a robust innovation zone, offering a unique proposal since its first edition,” said Ligia Illescas, director of Brontë Connection.
Among the main exhibitors, Eva Ballarín stands out, a renowned Spanish expert in tourism, who has led transformation and innovation processes in European and Latin American markets. In addition, who will participate as a central speaker, his previous involvement has been key in the curation of the event’s content, ensuring an agenda aligned with the current needs of the sector in Guatemala.
She is joined by Gilberto Salcedo, a reference in regional tourism development, who has contributed to the strengthening of the sector in countries such as Honduras and Panama, positioning himself as a promoter of strategies aimed at the competitiveness and sustainability of the industry. Both specialists are part of a high-level academic program that will integrate more than eight international and regional speakers, as well as workshops focused on 360 tourism and Horeca Skills.
“Expo HORECA represents a strategic opportunity to continue raising the level of the market in Guatemala, and that is why at 7te Zero we decided to partner with Brontë Connection to create a space where businesses connect professionally,” said Carol Marquez general manager of Siete Zero.
With this first edition, Expo HORECA Guatemala is positioned as an indispensable space for a market that demands specialized, professional and growth-oriented environments, marking a turning point for tourism and gastronomy in the country.