MWC 2025 In Doha: What’s Behind The Move To The Middle East

At the inaugural MWC Doha, Lara, Chief Marketing Officer of GSMA, sat down with Abdul Majid Awan from Smashi Business to discuss the organization’s strategic decision to bring their flagship event to the Middle East for the first time. The conversation highlights why the region was chosen and what it means for the future of tech.

From M360 to MWC: a natural evolution

Smashi Business: How did the transition from Mobile360 to MWC Doha come about?

Lara: The journey to MWC Doha started with Mobile360 last year, a smaller regional event where we tested the waters. The success of that event, combined with Qatar’s ambitious 2030 digital vision and substantial investments in technology infrastructure, made the move to a full MWC edition a natural next step. It’s a country that’s actively investing in technology, infrastructure, and networks, and it’s open to further investments. The hospitality has been incredible, so it made perfect sense for us to expand here.

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Barcelona: the flagship that sets the standard

SB: What role does Barcelona play in the MWC global network, and how does MWC Doha differ?

Lara: Barcelona is our flagship event, affectionately called the “OG” of MWC. With its 20th anniversary coming up in 2026, it’s become a massive gathering with over 100,000 attendees, including more than 20,000 C-level executives. It truly sets the standard for global tech events. However, MWC Doha offers something different. It provides a more focused platform for a region that serves as a gateway to 2.5 billion people. The event features a comprehensive program, including ministerial sessions, the “Four Years From Now” startup showcase, and a diverse exhibition floor that reflects the region’s tech potential.

AI: augmenting, not replacing

SB: What’s GSMA’s approach to artificial intelligence, and how is it being integrated into your operations?

Lara: We’re at the very beginning of our AI journey, and it’s something we’re actively exploring. From document summarization to creative applications like the AI-generated refresh of our “Four Years From Now” brand using tools like Midjourney, we’re experimenting with both efficiency and creativity. The goal is to drive more impact while staying mindful of budget constraints. AI has a role in augmenting human capabilities, not replacing them. As I discussed with Peggy Johnson from Agility Robotics, AI can’t replicate human intuition, creativity, or value. What AI can do is save time, which allows us to focus more on human creativity and connection.

The regional vision

SB: How do you see MWC Doha contributing to the region’s future?

Lara: Looking ahead, GSMA is committed to growing MWC Doha in the coming years. The region’s infrastructure, data centers, and connectivity position it as a potential global hub for technology. Connectivity is becoming even more important in an AI-driven world, and GSMA’s mission is to represent the connectivity industry while ensuring the right policy frameworks and investment landscapes are in place. Through private-public partnerships, MWC Doha is set to become a significant player on the global tech event scene.