While at the DES – Digital Enterprise Show in Malaga, Correspondent Kristyna O’Connell sat down with DES director Sandra Infante to discover how the event has evolved into a must-attend for Europe’s digital leaders.
Sandra Infante, director of DES, began her career with a degree in business administration and has since dedicated more than two decades to the events, marketing, and communications sectors. Over the years, she has played a pivotal role in organising professional and corporate events, always with a clear purpose: to drive the technology industry forward and strengthen the competitiveness of both businesses and public institutions, a vision exemplified through her leadership at DES – Digital Enterprise Show.
DES2025 brought together 612 international technology experts
The DES – Digital Enterprise Show is a leading international event on digital transformation, held each June at the FYCMA convention centre in Málaga, Spain. Bringing together over 17,000 professionals, 600 expert speakers, and 400 exhibitors, it showcases the latest in AI, cybersecurity, sustainability, and industry-specific innovation. Designed for C-level executives, tech leaders, innovators, and public sector decision-makers, DES offers a platform to explore emerging trends, discover new technologies, and build global business connections.
Infante says: “DES isn’t just about showcasing technology, it’s about helping organisations across all industries to become more competitive through it,” says Sandra Infante, who has led the show since 2022. Now in its ninth edition, DES has emerged as one of Europe’s premier platforms for digital transformation, combining high-level content, expansive exhibition space, and a growing international community.”
The event was born in Madrid, where its first five editions were held, but in 2022, the team made a bold move to Málaga, a decision that, according to Infante, has only accelerated its growth. “It was an opportunity we couldn’t ignore,” Infante explains. “The mayor of Málaga has spent decades laying the foundations for the city’s digital future, and it shows.” The Málaga TechPark now hosts over 700 companies, including Google, Dekra, and TDK, and has become a magnet for high-level digital nomads since the pandemic.
“Málaga needed an international platform to amplify its innovation ecosystem, and that’s where we came in,” she adds. With more space, less event saturation, and a high quality of life, the city offered fertile ground for DES to scale. “It’s easier to attract top decision-makers here, they stay longer, engage more, and bring greater value to the show.”
A show on the rise
By all accounts, the 2025 edition has been a success. “Attendance has surpassed last year’s numbers,” Infante shares. “The feedback has been overwhelmingly positive, especially around the Congress content.”
The show spans two exhibition pavilions and features eight parallel-running auditoriums with structured programming, making it easy for attendees to navigate. “CEOs and CIOs are here not just to browse; they want to discuss real challenges and co-create solutions. We’re seeing more success stories emerge from these conversations than ever before.”
Tech talk: Why AI, quantum and cybersecurity are front and centre
With productivity and competitiveness at its core, DES tackles the big questions facing businesses today. “Everyone feels the pressure to adopt technology, but not every company knows what they need or how to integrate it effectively,” Infante says.
“That’s where DES comes in. We go beyond just showcasing generative AI, we’re spotlighting quantum computing, cybersecurity, AIoT, XR, martech, and retail tech, all with real-world use cases.” Experts and exhibitors are on hand to guide delegates through what’s new, what’s next, and what works.
Sandra Infante during the opening of DES2025
Delivering knowledge, connections, and direction
So, what does Infante hope delegates take away from DES?
“Three things: knowledge, connections, and direction,” she says. “We want people to understand the trends, get inspired by real success stories, and connect with those who can help them implement solutions.”
For Infante, the real success of DES lies in its ability to go beyond traditional client-supplier relationships and foster meaningful partnerships that lead to transformation. “It’s a 360-degree experience: content, exhibition, and networking all woven together.”
Looking ahead to a milestone year
With the 10th edition on the horizon, the team is already preparing for something special. “We’re focused on delivering even better content, experiences, and value. Being a small team means we’re nimble and personal. That’s something attendees really appreciate.”
She adds: “There’s a friendliness and openness at DES that people notice. It reflects our team, our culture and yes, maybe a bit of the Spanish way, too.”
DES as a global bridge
DES continues to strengthen its international footprint. Around 30% of attendees come from outside Spain, and this year’s guest country is Mexico. The show has welcomed a 200-strong delegation, including 14 Mexican companies and representatives from the Mexican embassy.
“We’re becoming a bridge between Europe and Latin America,” Infante notes. “And with other major shows happening in cities like London and Paris, it’s encouraging to see how many people chose Málaga.” The city’s excellent global connectivity is also a factor: “Sometimes it’s cheaper and faster to fly here from another country than to travel within the UK.”
Importance of leadership
The world of events is constantly evolving and offers countless opportunities for female talent. Infante notes: “Many women, especially those aspiring to or already in leadership positions, continue to face the difficulty of work–family balance. The sector’s nature – with projects demanding intensity and commitment makes managing personal and professional life an ongoing challenge.”
She adds: “There is still a lack of visible female role models to inspire other professionals and demonstrate that it is possible to reach executive positions. Increasing the number of women in those undoubtedly strengthens the industry and contributes to its growth.”
It is essential for women to occupy leadership positions in the events industry. Infante concludes: “Although progress has been made in recent years, it remains common to see too few women in senior roles in this field. Our presence is therefore important, not only to bring fresh approaches to a dynamic industry but also to provide role models for the next generation. Moreover, female leadership is crucial to building a more balanced, inclusive, and representative sector.”
DES2025 brought together 17,639 executives in what was its largest edition in Málaga
Source: www.exhibitionworld.co.uk
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