EIC at GITEX Global 2025: Europe’s deep tech showcase and a test of trade fair diplomacy

From 13 to 17 October 2025 the European Innovation Council brought 15 EIC-backed start-ups and scale-ups to GITEX Global in Dubai. The delegation exhibited at an EIC Pavilion supported under the EIC International Trade Fairs Programme 3.0. The pavilion combined product demonstrations and investor meetings with a 21-activity programme of panels and networking events intended to position European deep tech in the MENA region and to open commercial and policy channels with Gulf stakeholders.

Opening ceremony and high level visibility

The EIC Pavilion was inaugurated with a ribbon cutting by Ekaterina Zaharieva, European Commissioner for Start-ups, Research and Innovation. The opening included participation by H.E. Lucie Berger, EU Ambassador to the United Arab Emirates. The pavilion also received an official visit from HH Sheikh Hamdan Bin Mohammed Bin Rashid Al Maktoum, UAE Vice President and Ruler of Dubai. Those appearances elevated the pavilion’s profile and signalled political interest in European‑Gulf innovation ties.

What the pavilion presented

Across five days the pavilion organised 21 activities. These included thematic panels that aimed to connect European technical expertise to regional needs and market opportunities. Topics ranged from sustainable infrastructure and energy storage to the intersection of quantum computing and artificial intelligence.

Key panels and themes

The pavilion programme featured a mix of policy conversations, technical deep dives and market-oriented sessions. The core panels were:

The Energy Shift, Scaling Sustainable Infrastructure in the MENA Region. Quantum x AI, Computing the Next Decade. Next‑Gen Diagnostics, Mobile and AI‑Driven Health Solutions for All. Closing the Loop, Batteries, Recycling and Infrastructure for a Net Zero Future. Smart Agents, Smarter Decisions, AI in Agriculture and Research. AI on the Move, Building the Future of Autonomous Mobility.

The delegation and technologies on show

Fifteen EIC‑supported companies were present at the pavilion. Their technologies spanned AI, quantum resilience, batteries and mobility solutions. The EIC provided coaching, matchmaking and pre‑departure preparation to improve the chance of converting meetings into business opportunities.

Participating companies attended a pre departure workshop intended to prepare them for onsite matchmaking and investor meetings. The EIC reported that startups received tailored coaching and were scheduled into reverse pitch sessions, one to one meetings and corporate briefings.

EIC programmes and services highlighted at GITEX

Partners, corporate engagement and ecosystem links

The EIC Pavilion engaged local ecosystem actors such as the Dubai Department of Economic Development, the Abu Dhabi Investment Office and Sharjah Research Technology and Innovation Park. Corporate interactions included reverse pitches and dialogues involving Alvarez & Marsal, Darktrace and Solera, and a fireside chat with Key Capital. The presence of these partners is useful for calibrating market needs and raising visibility among potential customers and investors.

The pavilion also highlighted success stories and practical outcomes. Billon, an EIC backed company that expanded into the Middle East after participating at GITEX in 2024, shared results from that market entry. Separately the EIC delegation celebrated .lumen winning first place in the 2025 healthtech Supernova Challenge with an AI powered assistive glasses prototype that received a $10,000 prize.

European Night and public diplomacy

On 14 October the EIC hosted a European Night event in partnership with GITEX Europe. The invitation only gathering brought together more than 200 guests from government, industry and finance. The event was moderated by Robert Schröder from EISMEA and included remarks by H.E. Lucie Berger and Stéphane Ouaki, Acting Director and Head of Department, EIC, EISMEA. These curated receptions help sustain dialogue between European delegates and regional decision makers.

Outcomes and realistic expectations

Trade fairs like GITEX can deliver rapid visibility, introductions to investors and pilot partners, and early customer leads. They are less effective at guaranteeing signed contracts or long term market penetration without sustained follow up. Converting meetings requires legal and commercial readiness, a clear IP strategy, regulatory alignment in target jurisdictions and resources for local business development.

From an EU policy perspective the delegation served multiple goals. It showcased European technological depth, reinforced bilateral innovation dialogue with Gulf authorities and offered an on the ground test of the EIC’s internationalisation services. It also highlighted a recurring challenge for public innovation support. Trade shows create a moment of exposure, but the public money invested in facilitation must be matched by coherent exit and scale strategies from companies if the programmes are to show durable economic impact.

Practical information and next steps

Companies interested in EIC programmes can find calls and application details on the EIC Community platform and through the EIC Business Acceleration Services newsletter. The EIC ITF 3.0 programme will continue to support participation at major fairs. Interested EIC awardees should monitor open calls, prepare market entry documents and use available coaching services to increase the chances of converting introductions into pilots and contracts.

Contacts and further resources

For programme specific enquiries EIC participants were directed to the EIC Community helpdesk selecting the relevant subject such as EIC International Trade Fairs Programme or EIC Ecosystem Partnership Programme. General materials, service catalogues and open calls are listed on the EIC Community platform and the EIC BAS pages.

DISCLAIMER: The information in this article is reported in the interest of knowledge sharing and is not the official view of the European Commission or other institutions. Readers should consult official EIC and Commission pages for application rules, eligibility criteria and legal notices.