MWC 2026: Reflections on the global connectivity event.

In a recent conversation with Eulalia Ripoll Giralt, Head of Business, Events, at GSMA (organisers of MWC Barcelona and its global series of MWC editions), we explored the "why" of live events, alongside the "where" and the "how," touching upon the strategic expansion of the MWC global portfolio and the intentionality behind every square metre of the show floor.

Written by Caroline Szeremeta.

As MWC Barcelona celebrated its 20th anniversary, the atmosphere within the Fira Gran Via felt different. It wasn’t just the celebratory air of a two-decade milestone; it was the sense of an event, and an industry, that has reached a profound level of maturity.

From its roots as a primarily handset and networks show, MWC has evolved into a ubiquitous platform reflecting a world where telecom connectivity is woven into the fabric of society. “For 20 years, MWC Barcelona has marked an essential calendar milestone for the global connectivity ecosystem, and for that we thank our clients and stakeholders for their continued support,” Eulalia notes.

“As the world’s most influential platform for cross-industry innovation, MWC is a reflection of the industry that we serve, which is becoming increasingly critical to society. That is why we have developed vertical event features and focuses, such as this year’s Airport of the Future, and innovation zones such as New Frontiers. These innovations keep the event fresh and ensure its relevance within the global connectivity market.”

A portfolio of purpose: the global map.

For brands looking beyond Barcelona, the MWC portfolio offers three additional global touchpoints: MWC Shanghai, MWC Kigali and MWC Doha. Each MWC serves a specific strategic purpose, yet all adhere to the core MWC DNA: a large exhibition where business gets done, a high-level conference for thought-leadership and programmes focused on policymakers that set the rules and standards governing the industry.

For live channel marketers, this shifts the objective from general brand awareness to high-level strategic advocacy; it demands a sophisticated presence where the physical environment acts as a tangible proof-point, allowing brands to demonstrate their value directly.
Making the invisible, visible.

Eulalia explains that MWC Barcelona has continued to double down on being a business-oriented event where “the number of deals being done behind closed doors” is the true metric of success. This seriousness is perhaps best captured by the co-located 4YFN26 event’s campaign: “Are you boring enough for 4YFN?“. It’s a cheeky nod to the fact the event prioritises connecting investors with entrepreneurs and startups over “hype and fluff”.

However, serious does not mean static. As tech becomes increasingly invisible, the challenge for brands is making it accessible and tangible on the show floor. None more so than AI, which dominated the exhibition and conference agenda.

This year’s MWC Barcelona exhibitors met the invisibility challenge through “embodied AI” and high-impact demos. From robots performing dextrous tasks in the inaugural New Frontiers Zone (dedicated to shining a light on exciting technologies exploring the outer limits of innovation) to the ‘Airport of the Future’ activation (a bold new chapter in MWC’s ‘Journey to the Future’ series) showcasing how connectivity is reshaping the airport experience, the focus was on real-world application.

One standout example of low latency 5G in action was the CircuitX showcase, illustrating how connectivity, telemetry and broadcasting solutions are transforming the motorsport racing industry. CircuitX was the result of a partnership between GSMA Foundry and Fira Circuit – Circuit de Barcelona – Catalunya, a public-private foundation that promotes the digital development of society. Part of this showcase, thanks to tele driving company Elmo, allowed visitors to drive a car remotely from within the Fira.

“If you can drive a car remotely in a desert, a hazardous industrial complex or conflict zone, that’s great for the workforce, great for safety and great for an emergency situation – changing society for the better,” Eulalia observes.

New verticals and the velocity of change.

MWC Barcelona welcomes many vertical industries including smart mobility, manufacturing, fintech, and sport and entertainment, showcased under the event’s Connected Industry programme – demonstrating how connectivity and AI are reshaping operations across the global economy.

What was striking this year was the pace at which the newer verticals are demonstrating impact. “In the past, change took longer, so it was hard to demonstrate evolution in the 12 months between editions of the show,” Eulalia explains. “Now you can touch it, feel it and see the step change much more readily.”

The Digital Health Summit epitomised this acceleration, moving beyond isolated pilots to demonstrate how 5G and augmented clinical intelligence are delivering scalable ROI across global health systems. It showcased how integrated connectivity is now a fundamental determinant of health, transforming everything from surgical precision to regional patient equity.

The future quality mandate.

One principle that remains non-negotiable for GSMA when looking at visitor data is quality over quantity. The focus is on bringing together key players in the connectivity ecosystem, adjacent industries or the wider world of tech to experience eye-opening innovation, hear mind-expanding ideas, discuss global policy and form lasting partnerships.

“No one has the ability to see hundreds of thousands of people in 4 days,” Eulalia concludes. “They need to see the right people and that’s what we focus on to deliver success for our exhibitors and sponsors.”

For brands, the message for the next decade is clear: MWC is a global business, policy and innovation engine. Success on this stage requires a move out of the theoretical and into the real world – practically demonstrating how technology solves human problems, one high-value meeting at a time.

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