European Innovation Council mobilises scaleups for GITEX GLOBAL 2024 in Dubai

The European Innovation Council, working with GITEX EUROPE and implemented through the European Innovation Council and SMEs Executive Agency, will stage a concentrated push into the Middle East market at GITEX GLOBAL 2024. Activities include an invitation-only European Night networking reception on 15 October 2024 in Dubai and a group exhibition of 15 EIC awardees at the European Pavilion from 14 to 18 October. The move follows a multi-year programme of the EIC to place its highest-potential beneficiaries on international trade fair stages.

Event format, hosts and practical details

The European Night reception is invitation-only and aimed at creating a condensed networking environment for European innovators and Middle East business leaders. The reception will welcome guests with short opening remarks from H.E. Lucie Berger, Ambassador of the European Union to the United Arab Emirates, Stéphane Ouaki, Head of the European Innovation Council at the European Commission, and Trixie LohMirmand, Executive Vice President of the Dubai World Trade Center. The EIC says the reception will bring together investors, venture capitalists and corporate executives from the region to facilitate introductions and potential deals.

Which European companies are exhibiting

For the third consecutive year the EIC has selected a cohort of its beneficiaries to present at the European Pavilion. Fifteen EIC awardees from 12 EU and associated countries were chosen to represent European innovation on the GITEX GLOBAL stage.

The exhibitor list covers companies from Bulgaria, Denmark, Estonia, France, Germany, Ireland, Latvia, the Netherlands, Norway, Poland, Romania and Spain. The EIC highlights the diversity of the selection at a time when trade fair presence remains a preferred route for European scaleups seeking market access outside the EU.

EIC International Trade Fairs Programme 3.0 and preparatory work

Selected companies took part in a pre-departure briefing workshop on 4 July 2024. The briefing included practical advice from an experienced EIC alumnus who had attended GITEX previously and market insights delivered by Ayman Hassan, an official organiser from GITEX. The EIC markets ITF 3.0 as a mix of visibility and practical business support such as tailored coaching and IP and cultural training modules.

Why GITEX matters and how the organisers frame it

GITEX GLOBAL is described by organisers as one of the world’s largest technology events. Public figures cited by event marketing and the EIC put attendance at roughly 180,000 participants from around 170 countries and thousands of exhibitors. GITEX’s claim to be a global hub for partnerships and innovation is the principal reason organisers and the EIC see it as a strategic venue for European firms trying to reach Middle East and global buyers and investors.

A cautious assessment: what to expect beyond the pavilion

Publicity and a concentrated set of meetings at a trade fair can be useful for early-stage introductions and brand exposure. However, trade fair presence is only one step toward durable market entry. Converting contacts into contracts requires regulatory clarity, local partnerships, payment and contracting terms, distribution channels and follow through on commercial due diligence. For deep tech companies this can also mean adapting products to local standards and operational conditions or navigating intellectual property regimes that differ across jurisdictions.

Specific challenges for European scaleups targeting the Middle East

Market growth in the Gulf and broader Middle East is real, driven by government digitalisation programmes and investment in tech infrastructure. That said, the Middle East is heterogeneous and local business environments vary widely. Successful entry typically needs: local legal and compliance expertise to manage procurement and public sector sales; tailored commercial models that address local commercial practice and contracting habits; investor alignment so that funding rounds and cap table expectations are compatible with regional partners; and a sustained business development resource beyond a short exhibition window. Moreover, the invitation-only nature of the European Night will concentrate access but may exclude broader stakeholder engagement that some startups need to build an ecosystem presence.

Practical information for stakeholders and the media

Attendees and partners are encouraged by the EIC to follow and use the hashtag #EUatGITEX2024 on LinkedIn and X to connect with participants. The European Pavilion is listed as Hall 1 Booth B20 at GITEX GLOBAL 2024. Media or potential partners seeking contact can use official EIC and EISMEA communication channels to request meetings. As with any public sector supported engagement it is appropriate for outside observers to monitor published follow-up reports from the EIC or EISMEA to check claims of impact and success.

Overall, the EIC’s concentrated delegation and the invitation-only reception signal an intensified attempt by EU innovation agencies to position European scaleups in a competitive global marketplace. The move reflects a broader EU strategy to internationalise its innovation base. Whether that strategy produces scalable commercial outcomes for the 15 companies in Dubai will depend on execution, local partnerships and realistic expectations about what trade fair engagement can deliver.