DESAFÍA Mexico is an immersion and support programme aimed at Spanish tech start-ups ready to scale their business model internationally. The programme takes a strategic approach to market entry, growth and financing in the Mexican market. It is organised by ICEX Spain Export and Investment, Red.es and the Spanish Economic and Commercial Office in Mexico City, in collaboration with the consultancy firm New Ventures (NV).

The Immersion Programme will take place in Mexico City and Monterrey from 18 to 28 November 2025, although there will be two preceding phases: a pre-immersion phase and a Bootcamp or strategic workshop, running from 28 October to 12 November. Applications are open from 16 September to 3 October 2025.

The 2025 call for applications is open to all technology-based start-ups, regardless of sector, although particular emphasis will be placed on those that promote a gender-diverse team composition and generate a positive environmental and/or social impact through their business model. The aim is to recognise and support initiatives that are not only technologically sound but also actively contribute to building a fairer, more equitable and sustainable society.

Desafía México 2025 has been designed with two main objectives:

• To introduce entrepreneurs to Mexico's innovation ecosystem, equipping them with the tools needed to adapt their business model and scale successfully within the country.
• To facilitate the entry of selected start-ups into the Mexican market through direct contact with investors, corporations and strategic partners.

General eligibility criteria:

• Be an entrepreneur with a technology start-up (founder or member of the management team), whose technology underpins an innovative proposal, whether in the form of a product or service.
• Be based in Spain.
• Have a product or service in the commercialisation phase.
• Have a profile on the ICEX portal (the applicant must register with a user profile as a contact for a Spanish company).
• The product or service proposed by the company must clearly and intentionally contribute to the achievement of one or more Sustainable Development Goals (SDGs) and/or generate a positive impact by addressing social and/or environmental issues through its business model, value chain or customer/user/beneficiary segment, whilst also generating economic benefits.

The programme is divided into the following phases:

• Bootcamp (28 October 2025). The programme will begin with an in-person strategic workshop in Madrid. During this session, the selected start-ups will begin working on their objectives, meet the team from the business consultancy New Ventures, and take part in preparatory workshops to define their strategic objectives and positioning in the Mexican market.
• Pre-immersion programme (30 October to 12 November 2025). The startups will take part in a virtual programme comprising group workshops, mentoring sessions and activities designed to strengthen their expansion and impact strategy. These sessions will be led by experts in business, internationalisation and soft landing, who will support the companies in understanding the Mexican market, the regulatory and fiscal framework, refining their value proposition and adapting their pitch to the local context, as well as guiding them in the initial development of strategies for generating new leads.
• Immersion Programme in Mexico City and Monterrey (18–28 November 2025). This two-week in-person immersion programme will take place in Mexico City and Monterrey, and is designed to facilitate direct engagement with local ecosystems. Strategic meetings will be held with business leaders, government representatives, investors, corporations, potential partners and innovation hubs in both cities. In addition, there will be practical workshops and mentoring sessions on legal and tax aspects of operating in Mexico, marketing, sales strategy, distribution channels, and cultural practices in negotiation and investment. Visits to companies and networking activities with key players in the ecosystem will be organised. The programme will conclude with a Demo Day, where startups will present their projects to a select audience of investors, innovation leaders and potential partners.

The DESAFÍA México programme is funded under the Recovery and Resilience Facility (MRR), as part of the Recovery, Transformation and Resilience Plan (PRTR), specifically under Component 13 “Support for SMEs" and Investment 5 “Action Plan for Internationalisation", which contributes to the achievement of Objective 213 of the (Country Implementing Decision). Furthermore, the project has received funding from the Centre for Technological Development and Innovation (CDTI), under the NEOTEC call for proposals, to support the creation and consolidation of technology-based companies.

Registration can be completed via the online form from 15 September until 3 October 2025​