EIC prepares a European deep tech delegation for GITEX 2023 with virtual workshop
- ›On 28 June 2023 the European Innovation Council ran a virtual preparatory workshop for its delegation to GITEX 2023 in Dubai.
- ›GITEX 2023 takes place 16 to 20 October in Dubai and the event promises broad exhibitor and government participation, but yield depends on follow-up and market readiness.
- ›Twenty EIC-backed deep tech companies from across Europe and Israel were selected to exhibit at the European Pavilion under the EIC Overseas Trade Fairs Programme 2.0.
- ›The workshop included briefings from Dubai World Trade Centre and practical advice from a past OTF participant, while EIC offers ongoing support via its community platform and helpdesk.
- ›Trade fairs amplify exposure but are not a guaranteed route to commercial deals, so prepared pitching, local partnerships, IP safeguards and post-show follow up are essential.
EIC prepares a European deep tech delegation for GITEX 2023 with virtual workshop
On 28 June 2023 the European Innovation Council held a virtual preparatory workshop for the companies it selected to exhibit at GITEX 2023 in Dubai. The session was organised as part of the EIC Overseas Trade Fairs Programme 2.0 and aimed to get EIC-funded startups and scaleups ready for what the organisers describe as one of the most consequential technology trade fairs in the Gulf region.
The basics: dates, scale and EIC involvement
GITEX 2023 runs from 16 to 20 October in Dubai at the Dubai World Trade Centre. The fair traditionally combines conference programming, exhibition zones and a heavy presence of government delegations. The EIC is providing an EU Pavilion for selected beneficiaries under its Overseas Trade Fairs Programme 2.0. The virtual workshop on 28 June was intended to give exhibitors practical preparation and an overview of opportunities onsite.
Who was selected for the European Pavilion
The EIC released the list of participating pioneers. The group spans deep tech verticals from sensors and AI to materials and environmental technologies. The companies selected to exhibit at GITEX 2023 were:
| Company | Country | Technology focus (concise) |
| Actronika | France | Haptics, tactile feedback systems |
| AEInnova | Spain | Industrial sensors and thermal monitoring |
| BIEL GLASSES | Spain | Smart glasses for low vision |
| BILLON | Poland | Enterprise DLT and tokenisation |
| Biotrem | Poland | Biodegradable materials from wheat bran |
| CardLab Innovation | Denmark | Biometric smart cards and access solutions |
| Codership | Finland | Distributed database replication |
| CyRaCo | Germany | Remote inspection, AI-enabled inspection services |
| DRONE HOPPER | Spain | Heavy-lift drones for logistics and emergency response |
| Elliptic Labs | Norway | AI virtual smart sensors for devices |
| Is CLEAN AIR | Italy | Filterless air pollution abatement systems |
| Goodmill Systems | Finland | Rugged multichannel routers for connectivity |
| ManoMotion | Sweden | Vision AI for gesture control and safety |
| mhService | Germany | Digital forensics and incident response systems |
| Plastic Repair System | Spain | Repair and circular economy for plastic assets |
| Sensoneo | Slovakia | Smart waste management systems and DRS software |
| TrioxNano | Israel | Advanced oxidation and water purification |
| Vitesy | Italy | Sustainable air purification and food freshness tech |
| Xephor Solutions | Austria | Research into general artificial intelligence claims |
What the preparatory workshop covered
According to EIC materials, the online workshop combined a market briefing from the Dubai World Trade Centre and practical tips from a previous OTF participant. The session was designed to help selected companies understand the event layout, conference tracks, and matchmaking opportunities available at GITEX, and to offer pragmatic advice on booth presentation, lead capture and follow-up.
Thomas Farnoux, Business Partnerships Manager at Actronika and past OTF participant, joined to share first-hand trade fair experience. Peer testimony is a common feature in trade fair preparation because it helps set realistic expectations about standing traffic, pitching cadence and how to convert meaningful conversations into post-show engagement.
Why GITEX matters, and why not to overpromise
GITEX is a major event for companies targeting the Middle East, Africa and Asia. Organisers publicise large numbers: thousands of exhibitors, hundreds of speakers and broad government representation. That scale creates visibility, press exposure and chances for introductions that might be hard to secure in one-to-one outreach.
Practical risks and preparation pointers
The EIC workshop is one way to reduce the chance of a poor return on participation. Below are practical issues that early stage deep tech companies should plan for when attending large international trade fairs.
How the EIC continues to support participants
The EIC points companies to further resources via the EIC OTF Programme 2.0 page and the EIC Community Platform. The helpdesk remains the channel for programme-related questions. In practice, EIC support most directly reduces administrative friction for exhibiting and offers coaching and exposure via the European Pavilion brand, which matters for credibility with some buyers.
Final assessment
The EIC’s preparatory workshop is a useful, low-cost intervention to help SMEs and startups make the most of an expensive market access activity. GITEX offers scale and access to regional buyers that are hard to match elsewhere. At the same time realistic expectations and professional preparation are essential. Companies should treat GITEX as the start of a market entry sequence rather than a one-off sales event. Clear follow-up plans, legal and regulatory checks, and local partner engagement determine whether the visibility gained at the show converts into measurable business outcomes.