Overview
- President Daniel Noboa announced the temporary removal of the Impuesto a los Consumos Especiales (ICE) on beer and other moderate alcoholic drinks, a policy set to remain in effect until July 19 when the World Cup ends.
- Officials and industry groups linked the move to higher consumer demand for World Cup viewing, with the Confederation of Restaurants of Ecuador projecting at least a 20% rise in restaurant sales and possible doubling of turnover on days the national team plays.
- The Chamber of Commerce of Guayaquil estimated June national sales could reach about US$25.609 billion, a 10.1% year-on-year increase that it says would add roughly US$2.34 billion in transactions tied to World Cup activity.
- Trade data show increased household spending on viewing equipment before the tournament, with Asadelec reporting 102,394 televisions sold between January and May 2026, a 17.42% rise led by 55-inch models.
- Small-business owners and consumers welcomed the measure as short-term relief for hospitality income, while reporting to date does not detail the administrative steps for how retailers will apply the tax exemption.