Guadalajara to host the AMF Franchise Convention 2026

Guadalajara, Mexico, will host the AMF International Franchise Convention 2026 from 20 to 23 October, with an agenda focused on technology, investment and business expansion. The event is expected to bring together more than 100 leaders, business owners and specialists from Mexico, the United States and Canada, at a time of growing Mexican involvement in international franchise bodies.

Technology and capital on the agenda

According to information published by La Crónica, the convention organised by the Mexican Franchise Association (AMF) will include specialist talks, business networking sessions and opportunities to form strategic partnerships. The programme will combine operational topics with tools for financing and supporting brand growth.

Key topics include artificial intelligence applied to sales, digital transformation, access to capital, investment and international expansion. The agenda will therefore go beyond opening outlets to examine the technological and financial capabilities that support expansion plans.

Digital transformation is a significant part of this discussion. According to AMF figures cited by La Crónica, more than 70% of franchises use digital and omnichannel strategies. This provides context for the event’s programme, which will explore both the use of technological tools and their role in business decisions.

For attendees, these topics offer several ways to approach the convention: assessing investment needs, learning about technology applications or exploring contacts to take a brand into other markets. These are themes in the announced programme, not guaranteed business outcomes.

A dedicated focus on North America

The convention will feature a panel dedicated to the Trilateral Franchise Alliance between Mexico, the United States and Canada. It will explore opportunities for collaboration and expansion across North America, with representatives from all three countries attending the event.

The alliance follows a cooperation agreement signed in August by the franchise associations of the three countries. According to EFE, the agreement aims to facilitate the exchange of information on regulations, costs and consumer characteristics. It is a business initiative, not an intergovernmental agreement.

This distinction is important when considering the panel’s scope: cooperation between associations helps them share knowledge, but does not change the rules for entering each market.

The alliance was recognised as the best initiative at the Global Best Practice Showcase. According to figures released by the AMF, the three markets together account for more than 6,600 brands, one million outlets and around 12 million jobs. This scale explains the prominence of North American collaboration in the Guadalajara programme.

Jalisco provides an established local franchise base

The choice of Guadalajara also reflects the strength of the franchise sector in its home state of Jalisco. The state has 485 brands and more than 4,440 outlets, according to figures cited by La Crónica.

These figures place Jalisco second nationally for franchise presence, behind Mexico City and its metropolitan area. The venue therefore connects an international agenda with a region that already has a substantial concentration of brands and outlets.

At national level, the AMF reports more than 1,500 brands, approximately 95,000 outlets and over one million jobs. The event will take place against this backdrop, covering topics ranging from sales tools to securing capital for growth.

A convention connected to the global agenda

The meeting follows the election of AMF president Betsy Eslava Altamirano to the Board of Directors of the World Franchise Council. Over the next two years, she will help shape its international agenda.

The appointment was confirmed at the assembly held in Taiwan. There, Mexico, alongside Great Britain, the Netherlands and Malaysia, was given responsibility for leading the Connect strategic pillar, which aims to link associations and facilitate business opportunities between countries.

The AMF aims to use the convention to connect its international involvement with businesses’ needs. Practical takeaway: to make the most of the event, arrive with a clear priority — technology, finance or expansion — and specific questions to steer conversations towards your brand’s needs.