ICEX Forum 2026: Spanish internationalization meets in Madrid with 1.800 B2B meetings and a focus on brand reputation

Business Internationalization

The third edition of the ICEX Forum, held in Madrid, brought together more than 2.000 professionals to explore global business opportunities. The event, which featured presentations by Carlos Cuerpo, Ana Botín, and Óscar García Maceiras, focused on the importance of intangible assets for competing in an increasingly uncertain environment.

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The third edition of ICEX Forum, Organized by the Ministerio de Economía, Comercio y Empresa through ICEX, has gathered this July 2nd in Madrid to more than 2.000 professionals. The objective has been to connect 1.500 companies with the Spanish international network, made up of 107 offices, to boost their global competitiveness in a meeting that has generated nearly 1.800 B2B meetings.

'Do it right, let people know': Reputation as a key asset

The forum's inaugural session, which took place in the space La Nave de MadridThe event was opened by the Secretary of State for Trade, Amparo López SenovillaThe central debate, moderated by the CEO of ICEX, Elisa CarbonellIt brought together top figures from the Spanish economic scene. Participants included the First Vice President of the Government and Minister of Economy, Trade and Business, Carlos Cuerpo; the president of Banco Santander, Ana Botín, and the CEO of Inditex, Óscar García Maceiras.

under the motto 'Do it right, let people know'The discussion focused on the strategic value of reputation, brand, and other intangible assets as differentiating factors in an increasingly competitive international market. During her presentation, Carlos Cuerpo He emphasized that “the image projected of the Spanish export sector and our companies is very positive, and the data supports this. We must continue to foster a virtuous cycle between growth and exports, achieve greater scale for our companies, and continue to communicate the international reach and impact of our businesses. In this endeavor, ICEX It is an essential tool."

The session also included the creative perspective of the composer and producer. Lucas Vidal, winner of an Emmy Award and two Goya Awards, who contributed his vision on the international projection of Spanish talent.

Key Figures from the ICEX Forum 2026

Metric	Date
Assistant professionals	More than
Particiapant enterprises	More than
Organized B2B meetings	Approximately 1.800
Offices of the external network present	107 (coverage in 196 markets)

A complex global context that demands greater competitiveness

The forum coincides with a period of strength for Spanish exports. The latest foreign trade data reveals that merchandise sales reached a record high of over [number missing] in April. 34.388 millones de eurosThis represents a 5,8% increase compared to the same month of the previous year. This dynamism is supported by a solid base of more than 41.000 regular exporters, companies that have consolidated their presence in international markets.

However, this growth is occurring in a global environment marked by the geopolitical uncertaintyThe reorganization of value chains and a profound technological transformation reinforce the need for internationalization not only as a path to growth, but also as a fundamental tool for business resilience.

Thematic areas to address the challenges of foreign trade

The program ICEX Forum 2026 It was designed to offer practical answers to current challenges. The content was structured around three main themes. The first, called WHAT, focused on understanding the macro trends that are redefining the global economy, from geopolitical changes and the rise of regions such as the Indo-Pacífico...to the evolution of trade agreements such as the one in MercosurThe second axis, HOW TOThe session focused on applying these trends to business strategy, addressing topics such as market diversification, logistics, financing, and brand building. Finally, the section FUTURE It analyzed the capabilities that will shape competitiveness in the medium and long term, with special attention to artificial intelligence, industrial innovation and new global value chains.

During the day, eight specialized workshops allowed attendees to learn firsthand about the experiences of leading companies such as Iberdrola, Gestamp, Cosentino, Fagor Electrónica, Agrosevilla o Marqués de Cácereswho shared real-world examples of expansion, financing, and digitization.

Artificial Intelligence emerges as a tool for internationalization

One of the most notable new features of this edition was the first Artificial Intelligence Challenge applied to internationalization. The initiative sought to identify technological solutions with a real impact on export activity. The Madrid-based startup Go Global Consulting It emerged as the winner after a live vote by attendees. Its award-winning solution specializes in audiovisual localization, combining human talent with AI technology for dubbing and content adaptation, thus facilitating the expansion of audiovisual products into multiple languages ​​with a significant reduction in costs and time.

Productivity in business travel: The human factor on the agenda

The forum also dedicated an innovative space, 'Zero Jet Lag', to improving the performance of professionals on their international trips. Begoña PérezKnown as La OrdenatrizShe offered techniques for optimizing work luggage. Meanwhile, Francisco Javier Puertas, head of the Sleep Unit of Hospital Universitario de La Ribera de ValenciaShe shared recommendations for minimizing the impact of time changes and maintaining physical and cognitive performance.

Key points and frequently asked questions about the ICEX Forum and internationalization

What is the main value of the ICEX Forum for a Spanish executive?

The main value lies in the direct and centralized access to market intelligence from the entire network of economic and commercial offices of España abroad. It allows you to obtain personalized advice for almost any market in the world, engage in high-level networking, and learn about the latest trends in global competitiveness.

How does the current geopolitical scenario affect Spanish exporting companies?

The current climate of uncertainty is forcing companies to be more strategic. Market diversification, resilient supply chains, and building a strong and reputable brand are becoming crucial for mitigating risks and competing effectively. The forum has underscored the importance of these factors for navigating the current environment.

What role will Artificial Intelligence play in exports, according to the forum's experts?

AI is becoming a key strategic tool for optimizing processes and reducing barriers to entry in new markets. Its applications range from market intelligence and opportunity identification to content localization and digital marketing, enabling SMEs to compete more effectively on a global scale.