What does it really take to transform the world’s largest healthcare exhibition, and what comes next? Mohammed Irshad, Managing Director of MedEdge MEA, sits down with Peter Hall, President. Middle East, India, Türkiye & Africa at Informa, to unpack the bold strategy behind World Health Expo (WHX) Dubai 2026. From why “Arab Health” had to evolve into a global master brand, to how AI is being used to turn massive attendee data into predictive matchmaking, Peter shares the thinking behind one of the most significant transformations in healthcare events history. Topics covered: — Why the rebrand from Arab Health to WHX was about the next 50 years, not just a logo change — What “Return on Objective” means and why ROI alone no longer works for exhibitors — Informa’s proprietary AI agent “Alysia” and the IRIS data lake — The Informa–DWTC joint venture (INDE) and what it means for new market entrants — How sponsorship models are shifting from branding to measurable audience engagement — The agent-led, personalized exhibition experience Peter expects by 2025 If you work in healthcare trade, medtech, or event strategy, this is a must-watch. #MedEdgeMEA #WHX #WorldHealthExpo #WHXDubai #HealthcareLeadership #GlobalHealthcare #HealthcareEvents #AIinHealthcare #HealthTech #Informa #MedTech #INDE #HealthcareInnovation #TradeShows #ExhibitionIndustry