EIC International Trade Fairs Programme 3.0: bringing European innovation to global stages

The European Innovation Council's International Trade Fairs Programme 3.0 is the latest iteration of an initiative designed to fast track the international expansion of EIC-supported companies. Running from 2024 to 2026, ITF 3.0 offers selected EIC awardees the chance to exhibit at notable trade fairs in the European Union, the Middle East and North Africa, and the United States. The stated aim is to open business avenues, increase visibility and create partnerships that accelerate commercialisation.

Why trade fairs matter for startups and scaleups

Trade fairs remain one of the few physical venues where innovators, investors, corporates and regulators converge in concentrated timeframes. For tech and deep tech companies, fairs and conventions can provide fast access to lead generation, proof of commercial demand, validation from partners, and potential investors. That said, trade fairs are not a universal remedy. Their return on investment depends on the quality of matchmaking, pre-event preparation, follow-up capacity, and how ready the product or the commercial team is to convert leads into contracts.

What ITF 3.0 offers participants

The programme bundles exhibition opportunities at an EU or EIC labelled pavilion with a suite of business support services. The core components are curated pre-departure market briefings, tailored coaching on market entry and intellectual property, networking support and B2B matchmaking, onsite customised services, and mechanisms to follow up leads after the event. Organisers highlight that these services are intended to reduce the friction and uncertainty that smaller companies face when entering foreign markets.

Officials and trade fair partners position the programme as a way to amplify European technologies and to help young companies connect with corporates and investors that can enable scale. Pere Duran, Director of 4YFN which collaborates with the EIC at the Mobile World Congress, described the EIC Pavilion as a showcase for transformative solutions that address major societal challenges. Other trade fair organisers play comparable roles in their sectors and regions.

Sectors, regions and timeline

ITF 3.0 covers 12 international trade fairs between 2024 and 2026. The programme clusters activity around four sectors and targets strategic external markets in the MENA region and the United States as well as events inside Europe. The four sector focuses are biotech and pharma, health and medical care, clean technologies for environment and energy, and new industrial and digital technologies.

How companies are selected and supported

Open calls are published on the EIC Community platform about six months before each trade fair. Applicants must explain how their product or service aligns with the trade fair objectives, their internationalisation strategy, and their commercial readiness. External experts review and rank applications to propose a final participant list. This independent review step is intended to introduce a degree of impartiality in the selection.

Beyond exhibition space, selected companies receive coaching and briefings on cultural differences and intellectual property. The programme includes matchmaking services and promises follow-up support to convert contacts into partnerships or sales. The EIC Community acts as an information hub and engages more than 6 000 innovators as a pipeline for the programme.

Reported impacts and illustrative success stories

EIC communications highlight specific success stories. Examples include a company that reported closing 100 deals after CES 2024 and another that reported doubled sales following participation at Mobile World Congress 2024. Participants testify that the visibility and networking opportunities at major events improved branding and opened market opportunities. Mustafa Ergen, founder of Ambeent and a CES 2024 participant, said the experience enhanced their branding and market reach.

These case stories can be useful illustrations but they do not replace systematic, independently verified impact evaluations. The programme has produced a report on impact, needs and lessons learnt published in October 2024 but public material does not always disclose detailed metrics such as conversion rates, average deal size or long term survival of partnerships formed at fairs.

Where the programme helps and where expectations should be tempered

Strengths of ITF 3.0 include the ability to place European innovators on high visibility pavilions, direct access to sector specific ecosystems, and bundled business support that addresses typical barriers to market entry. Trade fair organisers provide curated access to investors and corporates that may otherwise be difficult to reach for smaller firms.

Limitations and caveats deserve explicit mention. First, publicly shared success stories are selective and may not represent the typical participant experience. Second, trade fairs can surface IP risks when technology is demonstrated in crowded show floors if firms do not have robust IP strategies in place. Third, converting leads to sales requires sustained follow-up resources which many small companies lack. Finally, participation costs beyond what the programme covers and the time required to capitalise on leads are recurrent hurdles.

How to apply and practical tips for applicants

To participate, eligible companies must be EIC beneficiaries and apply to the open call for the specific trade fair. Applications require information about product alignment with the fair, internationalisation intent and commercial preparedness. Calls typically open six months before each event and selection is competitive. All application material is published on the EIC Community platform.

Governance, contacts and practical access

The programme is managed by the European Innovation Council and Small and Medium-sized Enterprises Executive Agency. The EIC Community platform provides the contact channels and a dedicated helpdesk category labelled EIC International Trade Fairs Programme. The EIC site carries a disclaimer that materials shared are for knowledge sharing and should not be taken as the official view of the European Commission.

Implications for EU innovation policy

ITF 3.0 is consistent with EU priorities to scale innovation, improve competitiveness, and internationalise high potential firms. Curated trade fair participation can be an effective component of an export and scale strategy. Yet the true policy test will be whether the programme produces scalable, verifiable outcomes across cohorts and sectors rather than isolated success stories.

Policymakers and programme managers would benefit from clear, published success metrics including median time to first contract from trade fair leads, distribution of outcomes by sector and firm size, follow-on investment raised, and attrition rates. Those metrics would help justify continued public support and guide improvements to coaching and matchmaking services.

Further information and next steps

Interested companies should consult the EIC Community platform where open calls, the FAQ, and programme reports are published. For specific queries applicants can contact the programme through the EIC Community contact page and select the EIC International Trade Fairs Programme category.

The EIC ITF 3.0 programme offers a structured route for EIC-backed innovators to access global markets. It brings valuable services and curated exposure but companies and observers should assess outcomes against rigorous metrics and be mindful of practical risks around IP and follow-up capacity. The programme is a useful instrument within a broader, realistic internationalisation strategy.