In this second instalment of our conversation between Messe Frankfurt Portfolio Director, Nathan Waugh and Peter Mawson, the pair discusses the show’s global presence, the range of networking opportunities that will be on offer at Intersec 2026, some of the key themes for this year’s show, as well as plans to create stand-out, theatrical and memorable moments…
Peter Mawson: One of the things that I think sets Intersec apart from other shows is the amount of real business that is done on the show floor. People are genuinely coming in and finding new tech, from all over the world, meeting new people and doing deals. No other show seems to have that global presence and dynamism…
Nathan Waugh: “We’ve built up to this position and that’s something we really want to lean into, because we can be that global meeting point. Geographically, Dubai is so well positioned – you’ve got Asia on the doorstep, you’ve got Africa on the doorstep of course it’s accessible from Europe. It really is accessible for a large chunk of the world’s population.
“So, to build that kind of truly global environment, this is the right place for it. And, I think for us as organisers, we just need to make the most of that and really play to that and give people the perfect opportunity to meet and do business there, both on the show floor and outside the halls.
“A lot of the business is concluded and cemented outside of the show floor, whether it be you know at dinner or a breakfast meeting, so we are also investigating a number of different networking opportunities throughout different points of the show, whether they’re in the evening or throughout the day.
“That’s why we’ve got the awards, which have been developed over the years into this really unique industry showcase, and it offers a chance for people to get together, and to network in a slightly different environment, as well to reward the industry for their innovations and services.
“So, it is about being that really, really holistic environment where the whole industry can take pleasure in getting together and really enjoy and be inspired by what they’re what they’re seeing there. But doing business remains at the very bedrock of it. It has to be a business platform first and foremost, and that’s why new products coming in and making these opportunities for people to connect through the app, and in person is so vital for what we’re what we’re delivering at Intersec.”
PM: It sounds to me like, although it’s a very mature show, and some might assume that there isn’t much more you can do with it, that you are innovating with the services you’re offering…
NW: “Well, even as a big well established trade show, it’s critical that you keep evolving. It is vital that you constantly keep things fresh, in terms of the different products that you bring into the event and different ways of interacting, and different kinds of inspirational elements as well.
“It really is important that you can keep doing that and you don’t rest on your laurels. I want people to keep coming every year and say well, that was intersect as we know it, but a little bit different. You know that for me is what success would look like.”
PM: What do you think will be looking into sort of more of an industry perspective? What do you think will be the hottest topics at this year’s show?
NW: “I think that the key issues of artificial intelligence and how that is kind of implemented and integrated, these are going to be kind of top themes across all of our content programmes and across the across multiple exhibitors. This is a horizontal that underpins everything.
“It’s such a critical technology that has exploded. It’s about how the industry capitalises on the opportunities it gives, but also stays ahead of the threats that it can produce. So, for me that’s going to be one of the hottest topics and it’s something that flows through into all of our content theatres. We’re expecting to have at least seven different theatres across the whole of Intersec this year, about 250 speakers on a number of different topics, but the theme of AI might run through a few of those.”
PM: That’s quite an uplift on last year, isn’t it, that number of conference theatres?
NW: “Well, I think you want to have places where those really deep industry technical conversations are going on, but you also want to have opportunities for people to have those broader conversations, so there is something for everyone.
“On the more interactive feature side of things, we are looking to develop some more scenario based theatrical style content that has a serious message, but at the same time has that ‘wow’ factor, and it’ll be memorable. You know, when they walk away from a trade show, you know people you want people to remember.
“Things and look in this day and age of social media and instant kind of messaging, you want people to see things that they think, wow, that’s something like, that’s something I will put on my Instagram. That’s something I will push out to the market, not from the point of view of promoting the event just from the point of view that’s important to them and they think that’s you know, that’s something that I want to share.
“We want people to have shareable moments at the show that you know, you’re not relying on that to drive traffic, but you are relying on it to kind of help to support the whole experience.”
PM: “It shows the connection that you’re getting as well, doesn’t it? If you’ve got, you get an outpouring on social media of people who are genuinely benefiting and enjoying their trip. And you know, you really are winning over the hearts and minds..”
NW: “Exactly. It has to be enjoyable now. There are lots of lots of conferences and shows, so to stand out you need that combination of great networking, and business opportunities, great, informative content, and memorable moments that will stay with visitors long after the show has finished.”
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