Nick Vassallo reflects on his first Dubai Airshow
Nick has recently been promoted from his Internal Sales Executive role within STG, to a Sales Account Manager for the Middle East & Africa region. He is the main contact for our partner in the region, Hansair Hypercoat. To strengthen customer / partner relationships and gain valuable market insight, Nick attended the Dubai Airshow (17-21 November 2025). This was Nick’s first trade event for his new role, and he was very excited to attend. Here are Nick’s three highlights:
The Spectacle
One of the standout elements was the scale and spectacle of the show. “It was like walking into a Disney theme park” Nick said. There were 1,500 exhibitors and almost a quarter of a million visitors. The OEMs and major airlines were out in style. There were robots walking the aisles, Air taxis you’ll book from an app, and an array of exciting demonstrations of the future wherever you looked. It felt like a preview to the next decade of air travel. .
“As a relative newcomer to the aerospace industry, it was a truly inspiring experience to feel the energy, passion, and dedication to aviation and its many future possibilities.. During the event, leaders from OEMs such as Airbus and Boeing, along with airlines, suppliers, and supporting teams, created an atmosphere of enthusiasm. The buzz throughout the event was tangible.” Nick said.
The Collaboration
It was a record-breaking Dubai Airshow event with $202+ billion in orders booked at the show. That optimism was a key theme Nick noted for the future growth of the industry, particularly in this region. However, ongoing challenges related to OEM aircraft backlogs and supply chain disruptions were also frequently discussed. Nick was encouraged by the industry’s collaborative efforts to address these issues.
“Coming from a banking background, I was both surprised and pleased by the level of cooperation across the industry to work toward a better future. For example, airlines are openly sharing how they are tackling supply chain challenges, including inventory planning and long-term procurement strategies that are critical to operational stability. Plus reliability and component longevity are increasingly becoming primary considerations in procurement decisions," he explained.
In person
For Nick’s Internal Sales role, he primarily engaged with customers via email. So having these face-to-face interactions that a global event like the Dubai Airshow enables was a fantastic way to build stronger relationships.
This was Nick’s first opportunity to meet our partners, Hansair Hyercoat, in person. He found the experience to be extremely valuable, gaining insights from their expertise, and developing a better understanding of the region’s culture and customer requirements.
“Speaking with people directly allows for easier trust and rapport building. We were able to demonstrate our products in person, allowing customers to see, feel, and understand the technology firsthand. It was a great reminder that in-person conversations yield much more learning and connection,” he highlighted.
Nick’s first international airshow was a valuable learning experience, providing unforgettable moments, seeing the industry collaboration that is helping to shape a better future, and highlighting the importance of in-person engagement. Ultimately, it served as a celebration of how STG supports this highly dynamic, competitive, and innovative industry.
