European Night at CES 2024: top innovation from Europe in the spotlight

On 9 January 2024 the European Innovation Council together with national delegations will host a European Night Reception during CES in Las Vegas. The reception is positioned as a networking and pitching showcase for a delegation of EIC-selected innovators and influential leaders from 18 countries. The organisers say more than 200 attendees are expected and that the agenda will include company pitches, a panel discussion with senior figures and an evening networking session.

Who is organising and who will attend

The event is organised by the European Innovation Council of the European Commission with collaboration from national delegations including Belgium, Estonia, Italy, the Netherlands and Poland among others. The delegation brings entrepreneurs and start-ups selected by the EIC alongside diplomats and industry representatives to create contacts with international partners and investors.

Countries represented and scale

The EIC says innovators and leaders from 18 countries will participate. The organisers expect over 200 participants to attend and engage in pitching sessions, a panel discussion and networking. The event also invites observers to follow live updates using the hashtag #EUatCES2024 on LinkedIn and X.

What will happen at the reception

The programme is described as a mix of short company pitches, a moderated panel featuring top-level speakers and an open networking session. The stated aim is to help European scaleups and startups build relationships with international partners, investors and prospective clients in a high visibility setting.

About CES and why the European delegation is there

CES is organised by the Consumer Technology Association and promotes itself as the global proving ground for consumer technology. The show routinely attracts thousands of exhibitors and tens of thousands of visitors. The EIC and national delegations use CES because it concentrates industry, media and investors in one place and creates a predictable calendar moment for business development and publicity.

How this ties to EIC trade fair support (ITF 3.0 and USA Soft Landing)

The reception is part of a broader EIC effort to help European innovators enter international markets. The EIC International Trade Fairs and USA Soft Landing Programme 3.0 offers selected EIC beneficiaries practical support such as stand space or pavilion organisation, coaching, market briefings and matchmaking to improve the chances of turning trade fair participation into measurable commercial progress.

Context and caveats for policymakers and entrepreneurs

Trade fair presence is a legitimate element of an internationalisation strategy but it is not a substitute for deeper market entry activities such as regulatory preparation, local partnerships and sales infrastructure. Public programmes like the EIC ITF lower the barrier to participation but do not eliminate the commercial, legal and operational risks associated with entering the US market or other overseas markets.

Practical information and follow up

The European Night reception is scheduled for 9 January 2024. The EIC published the delegation of selected innovators and asked followers to check #EUatCES2024 on LinkedIn and X for updates. The EIC and EISMEA serve as points of contact for the programme and for participants seeking support and information about trade fair participation.

Bottom line

The European Night event at CES 2024 consolidates a visible European presence in a global technology marketplace. It provides convening value and potential lead generation for participating start-ups. Observers should however balance the publicity benefits against the real costs and the long term work required to convert exposure into customers and investment.