The critical role of trade shows in showcasing future tech

As the West and its allies face growing threats, trade shows have become increasingly important to showcase the most advanced technology and shape conversations around defence and security with stakeholders across the world. 

From conflicts in the Middle East, the war in Ukraine entering its third year, and rising tensions in the South China Sea, the UK and its allies find themselves operating in a more hostile and unpredictable landscape.

Authored by Rear Admiral (Ret’d) Jon Pentreath CB, OBE (DSEI Senior Military Advisor) 

As DSEI UK (Defence and Security Exhibition International) prepares for its 14th edition this September, it comes at a pivotal moment in global security. Heightened geopolitical tensions have fuelled innovation in technologies once considered futuristic, reshaping how modern warfare is understood and conducted. Simultaneously, their greater accessibility has driven a global demand for defence events and trade shows to showcase these advancements.   

Against this backdrop, DSEI UK’s theme for 2025 of ‘Preparing the Future Force’ underscores the imperative for innovation, collaboration, and embracing emerging technologies to maintain a strategic edge over our adversaries, including Russia and China. DSEI 2025 aims to meet this demand, expanding its previous Future Tech Hub into a new Tech Zone, reflecting the entry of large numbers of non-traditional defence companies into the sector. Additionally and particularly exciting for me – as a retired naval officer – is the return of waterborne demonstrations, showcasing the real-world applications of some of these new and emerging technologies. 

The digital revolution in 21st century warfare

The central theme of DSEI UK 2025 encapsulates the need for militaries to adapt to be able to fight the wars of today and tomorrow, not those of the past. While the war in Ukraine underscores the need for an armed forces capable of fighting a conventional and sustained war, the widespread proliferation of drones and other battlefield technologies have prompted a significant rethinking of modern warfare, presenting both new challenges and opportunities.  

Our armed forces need to be better prepared for unconventional tactics in conventional warfare. This includes the use of drones, cyber and information warfare, autonomous and unmanned systems, and the integration of AI into military operations across all domains. This transformation can already be seen in the maritime domain, where the use of unmanned platforms, such as unmanned surface vessels (USVs), unmanned underwater vehicles (UUVs), and autonomous unmanned vehicles (AUVs), have allowed Ukraine to gain control and project dominance in the Black Sea. Many of these technologies will be on display at DSEI UK.

However, while these technological developments offer significant advantages, it is crucial to make sure that we maintain a competitive edge on our adversaries. China is rapidly advancing its AI capabilities, whilst Russia (on a war-footing) is inventing new drone and anti-drone technologies at a pace that the Defence Secretary himself recently admitted was “unthinkable” for the UK. 

The expansion of the Tech Zone at DSEI therefore highlights the role of digitisation in modern warfare. As the fastest growing sector at DSEI, 73 companies have already secured stands, including many SMEs and non-traditional defence companies exhibiting at DSEI for the first time. 

Driving global collaboration and cooperation

The complex multi-dimensional nature of threats facing the UK and our allies demand cross-border cooperation. Trade shows provide an invaluable opportunity for senior military officials, industry experts, and international delegations to exchange insights and shape the conversations around security and defence. With 45,000 visitors expected to attend DSEI UK 2025, this access to key stakeholders in the global defence sector should not be underestimated. 

As global and European defence spending ticks upwards, the demand for trade shows can only be expected to grow. DSEI already has a growing defence event in Japan taking place in May this year, and has just launched DSEI Germany (the first event there due to take place in 2027).  

In particular, with a renewed push for interoperability of equipment, systems, and processes among NATO members and wider allies, we have seen Central and Eastern European nations expand their presence at the event. This year, 40 countries will be represented in the International Pavilion, with Czechia and Luxembourg making their debut, while Lithuania has doubled its exhibition space.  

Global Britain? A unique opportunity

Hosting a major trade show offers an opportunity for the host nation to showcase its domestic defence industry and capabilities. Therefore, for the UK government, an event of the size and reputation of DSEI serves as a key platform to strengthen ‘Global Britain’. This comes at a pivotal moment, as Britain is potentially set to play a larger role in securing peace in Ukraine and in wider European security and defence. It follows key bilateral agreements, such as the signing of the Trinity House Agreement between the UK and Germany, the newly signed UK-Ukraine 100 Year Partnership, and the recently launched Defence and Security Treaty between the UK and Poland. 

It is therefore clear that the value of trade shows in general, and DSEI in particular, comes not only from showcasing cutting-edge technology, but also by serving as a forum to shape the very future of defence and military capabilities.

As threats become more complex and technology continues to advance, trade shows provide a crucial platform for stakeholders from across the world to come together to discuss and share insights into the realities of modern warfare, thus ensuring that armed forces are better equipped and more prepared for the modern battlefield.