European Pavilion at GITEX GLOBAL 2024: EIC-backed cohort targets partnerships and market access in Dubai
- ›From 14 to 18 October 2024, 15 companies supported by the European Innovation Council exhibited at the European Pavilion during GITEX GLOBAL in Dubai.
- ›The 44th GITEX GLOBAL recorded record international participation with about 6,500 exhibitors and 200,000 visitors from 180 countries under the theme Global Collaboration to Forge a Future AI Economy.
- ›EIC provided training, coaching and matchmaking through its International Trade Fairs Programme 3.0, while pavilion activities included reverse pitches, a main-stage panel appearance and an invitation-only European Night reception.
- ›Senior UAE and EU representatives attended the pavilion opening, lending diplomatic visibility, but the report provides few hard metrics on concrete commercial outcomes beyond meetings and anecdotal interest.
European Pavilion at GITEX GLOBAL 2024: what happened and why it matters
Between 14 and 18 October 2024 the European Pavilion hosted 15 companies backed by the European Innovation Council at GITEX GLOBAL in Dubai. The trade fair is one of the region's largest technology gatherings and in its 44th edition billed itself around global collaboration and an AI-driven future economy. Organisers reported roughly 6,500 exhibitors and 200,000 visitors representing 180 countries. The EIC cohort presented technologies spanning artificial intelligence, blockchain, cleantech, healthcare and other sectors. The pavilion combined exhibition space with curated business services provided through the EIC International Trade Fairs Programme 3.0.
Programme support and on-site activities
In the months leading up to GITEX the selected cohort received preparatory training, coaching and matchmaking services under the EIC International Trade Fairs Programme 3.0. On site the European Pavilion ran a programme of pre-arranged B2B meetings, reverse pitch sessions, interventions inside the official conference agenda and a series of side events. A dedicated European Night reception provided a closed-door networking environment for investors, senior officials and corporate executives.
Notable moments and guests
The pavilion opening drew high level attention. His Highness Sheikh Ahmed bin Saeed Al Maktoum attended the official opening, a visit noted as adding prestige. The ribbon-cutting ceremony featured several senior leaders including H.E. Alia Bint Abdulla Al Mazrouei, UAE Minister of State for Entrepreneurship, H.E. Lucie Berger, EU Ambassador to the UAE, Trixie LohMirmand, Executive Vice President of Dubai World Trade Centre, and Stéphane Ouaki, Head of the European Innovation Council. Their presence underlined the diplomatic and institutional weight behind the initiative.
Programme highlights and public interventions
Stéphane Ouaki spoke on the GITEX main stage on a panel titled Future Proofing Innovation: Adapting Policies to Accelerate Tech Ecosystem. EIC organisers also scheduled reverse pitches involving corporates and investors. Shorooq Partners was singled out in reporting as one of the most active venture capital firms in the MENA region and participated in pitching challenges to the EIC awardees.
Key figures and quick facts
| Item | Number / detail | Source in the event report |
| EIC-backed companies at the Pavilion | 15 | EIC Community story |
| GITEX GLOBAL reported exhibitors | About 6,500 | Event statistics |
| GITEX GLOBAL reported visitors | About 200,000 | Event statistics |
| Countries represented at GITEX | Around 180 | Event statistics |
| European Night Reception attendees | Over 400 | EIC Community story |
What the EIC International Trade Fairs Programme 3.0 offers
The ITF 3.0 programme supports internationalisation of European SMEs, scaleups and startups that are EIC beneficiaries. Running from 2024 to 2026 the programme covers participation at major trade fairs across EU, MENA and the United States. Services include coaching, pre-departure market briefings, cultural and intellectual property trainings, curated networking and matchmaking, and on-site customised support. The programme aims to convert visibility at trade fairs into concrete business opportunities but public reporting has so far focused on activities and events rather than standardised metrics of commercial impact.
Why events like GITEX matter for European deep tech and startups
Trade fairs remain one of the fastest ways for SMEs to build awareness in new geographies, test product-market fit and meet potential strategic partners including distributors and corporate customers. For EU-funded deep tech companies, presence at large global events provides a chance to find local pilots, raise regional investment and learn regulatory requirements. The EIC's support package addresses several common barriers to internationalisation such as cultural differences, IP protection and lack of local contacts.
At the same time there are reasons to adopt a measured view of reported success. Public accounts from institutional programmes tend to highlight participation, high level meetings and notable guests. They rarely publish standardised follow-up metrics such as lead-to-contract conversion rates, revenue generated, pilot agreements signed or jobs created in the target market. These are the kinds of indicators that matter for assessing economic impact of trade fair interventions.
Practical next steps and contact information
EIC beneficiaries interested in future trade fair participation can find information and open calls on the EIC Community platform. The International Trade Fairs Programme 3.0 runs calls about six months before each trade fair. For questions specific to the programme EIC Community helpdesk support can be contacted by selecting EIC International Trade Fairs Programme as the query subject on the community contact page.
The EIC video summarising the pavilion week is available publicly and offers a visual overview of activities. Readers should consider the video and the press-style report as useful illustrations of activity rather than proof of commercial outcomes. Independent verification and metrics will be needed to judge the long term return on investment from the programme.
Disclaimer: The information in this article is based on an EIC Community report about the European Pavilion at GITEX GLOBAL 2024 and related public materials. It is provided to improve clarity and context and does not represent an official position of the European Commission or any other body.