To conference or not to conference…that is the question….

 

 

To conference or not to conference…that is the question….

One of the questions I get asked most frequently is which conference or event should we go to. As an EdTech company or a school or educator, the choice can be overwhelming, and very costly, both in terms of money but also in terms of time and resource. I keep an event calendar to try and track what is on and when, and the reality is that not only can you go to an event every month, often it's one or two a week. Therefore, the question isn't really to conference or not to conference, it is which conference and why?

Nowhere is this dilemma more apparent than in the UAE, and in Dubai in particular, where the number of events continues to grow every year, and therefore it's important to evaluate your choices each year. What worked a year or two ago, might not work this year and there may well be something better that you should try.

Next month I will be attending GESS Dubai 2026, it will probably be my ninth or tenth time and each year I go through the dilemma of whether it's right for me and the people that I'm working with, and so I thought I would share that evaluation process, as it might help you.

Why EdTech Companies, Schools and Educators Should Attend GESS Dubai 2026

Education is changing quickly, as it always has. Artificial intelligence, immersive learning, digital platforms, new approaches to assessment and growing demands for inclusion and wellbeing are reshaping what happens in classrooms.

Clearly technology alone does not transform education. The most meaningful innovation happens when technology companies, school leaders and educators come together to understand challenges, exchange ideas and explore what actually works and I still believe that GESS Dubai 2026, which is taking place from 10–12 November 2026 at Dubai World Trade Centre, remains the most important event for anyone involved in the future of education in the region.

Whether you are an EdTech company looking to grow, a school considering new solutions, or an educator wanting practical ideas for the classroom, GESS Dubai offers an opportunity to learn, connect and see education innovation in action.

1. For EdTech companies: meet the people who use and buy education technology

I put a huge amount of store in what the British Educational Suppliers Association (BESA) do, and along with the Department for Business, Innovation, Science and Trade who have been huge advocates for GESS Dubai. This year they have great plans for GESS week and the introduction of a new pod style stand for UK EdTech makes the event far more attractive and affordable for companies. This has resulted in an increased number of companies attending and that can only be a positive for the event.

For an EdTech company, exhibiting at an education event is about much more than putting a product on display. It is an opportunity to have conversations with the people who understand the problem your product is trying to solve.

GESS Dubai brings together school owners and principals, academic leaders, teachers, government representatives, procurement professionals, distributors and other education stakeholders.

For EdTech businesses, this creates several opportunities:

  • Demonstrate products in a real education context
  • Meet potential customers and partners
  • Understand the challenges schools are facing
  • Gather direct feedback from educators
  • Build relationships across the Middle East and beyond
  • Increase awareness of a new or established brand
  • Identify opportunities for pilots, partnerships and distribution

For startups, there is an additional opportunity through Education Investment MENA 2026, which connects education startups with investors, operators, school groups and potential partners.

2. For schools: discover solutions before making purchasing decisions

Schools are under constant pressure to improve learning outcomes while making careful decisions about budgets, staff time and technology.

One of the biggest advantages of attending GESS Dubai is the ability to explore multiple solutions in one place.

Instead of researching products individually, school leaders and procurement teams can see technologies demonstrated, ask questions directly to suppliers and compare different approaches.

The event's programme covers areas including:

  • Artificial intelligence and EdTech
  • Digital learning
  • STEM and coding
  • Immersive learning
  • Sustainability
  • Student and staff wellbeing
  • Special educational needs and inclusion
  • Early years education
  • Teaching and learning strategies

GESS itself describes the event as an opportunity to "discover what works before you buy", making the exhibition particularly relevant for schools evaluating new products and services.

But the value isn't simply in finding the next piece of technology.

It is also about asking better questions:

  • What problem are we trying to solve?
  • Will this technology make teaching more effective?
  • How will teachers use it?
  • What evidence supports its impact?
  • How will it fit into our existing systems and curriculum?
  • What professional development will staff need?

These are the conversations that can turn technology procurement into meaningful educational improvement.

3. For educators: take ideas back to the classroom

Teachers don't necessarily need another theoretical discussion about the future of education. They need practical ideas that can work with real students, real classrooms and real constraints.

This is another reason GESS Dubai can be valuable.

The 2026 conference programme includes expert-led sessions, workshops, live discussions and CPD-accredited content. The programme covers teaching strategies alongside emerging technologies, with dedicated areas such as EdTech in Action, Sustainability & Wellbeing, Early Years and Design & Build.

For educators, attending can therefore be an opportunity to:

  • Discover new classroom tools
  • See technology demonstrated rather than simply read about it
  • Exchange ideas with teachers from other schools and countries
  • Learn from education leaders and specialists
  • Develop professional knowledge
  • Explore new approaches to teaching and learning
  • Take practical ideas back to colleagues and students

There is also an important human element.

Some of the most useful conversations at an education event may happen between sessions, on exhibition stands or over coffee. Hearing how another teacher has approached a challenge can sometimes be just as valuable as attending a formal presentation.

5. It is about networking as much as technology

Education is an international community, and Dubai provides a particularly useful meeting point for organisations working across the Middle East and beyond.

GESS Dubai brings together educators, school leaders, policymakers, technology companies, suppliers, distributors and other education professionals.

For an EdTech company, that can mean finding a new partner.

For a school, it could mean discovering a solution or connecting with another institution facing a similar challenge.

For an educator, it might simply mean meeting someone who provides a completely different perspective on teaching.

These relationships can continue long after the three-day event has finished.

6. Recognition and thought leadership matter too

GESS Dubai isn't only an exhibition.

The GESS Education Awards 2026 recognise achievements across 30 categories, including digital learning, AI, immersive education, STEM, wellbeing, sustainability and creative education. The awards also recognise teachers, schools and other education professionals.

For organisations and educators doing innovative work, this creates another reason to participate.

Recognition can help showcase successful projects, celebrate teams and share examples of what is happening in education.

GESS also provides opportunities for educators, researchers, school leaders and EdTech innovators to contribute as speakers and share practical ideas with an international education audience.

GESS Dubai 2026: a place to learn, connect and contribute

GESS Dubai 2026 offers three days in which the education community can step outside the normal day-to-day routine and look at what is happening across the sector. My word of caution is that there is work to do to ensure that the footfall returns to former levels and that the numbers and types of attendees reflect the needs of the exhibitors. That is the responsibility of those who organise the event, but also those companies who exhibit. It's incumbent on us all to promote the event, to invite people to attend and to demonstrate that a collegiate approach to market our presence results in the right attendees.

For EdTech companies, it is an opportunity to showcase solutions, build relationships and understand the market.

For schools, it is an opportunity to explore technologies, ideas and potential partners.

For educators, it is an opportunity to learn, exchange ideas and discover practical approaches that could make a difference in the classroom.

And for all three, it is an opportunity to be part of a wider conversation about what education should look like next.

 

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