Fifteen EIC-backed scaleups head to GITEX Global 2024 under the EIC International Trade Fairs programme

Brussels, July 5th 2024

Summary

›Fifteen EIC-supported companies will exhibit at the European Pavilion during GITEX GLOBAL 2024 in Dubai from 13 to 18 October.
›The delegation benefits from the EIC International Trade Fairs Programme 3.0 which offers coaching, market briefings, B2B matchmaking and follow-up support.
›A pre-departure workshop on 4 July 2024 provided practical preparation with insights from a previous EIC exhibitor and from GITEX organisers.
›The companies span AI, robotics, cybersecurity, blockchain, clean tech and advanced manufacturing which highlights EU deep tech breadth but also raises questions on conversion and market readiness.

EIC delegation at GITEX GLOBAL 2024 aims to translate visibility into commercial leads

A delegation of 15 companies that have received support from the European Innovation Council will exhibit at the European Pavilion during GITEX GLOBAL 2024 in Dubai. The presence is organised through the EIC Business Acceleration Services as part of the EIC International Trade Fairs Programme 3.0. The programme is designed to give European startups, scaleups and SMEs curated access to major global trade fairs and to provide practical support before, during and after the events.

Event context and scale

GITEX GLOBAL is a major technology trade fair in the MENA region. Organisers report that the 2023 edition involved about 6,000 exhibitors and attracted roughly 180,000 technology executives from around 180 countries. For EU innovators, GITEX offers access to a wide mix of potential commercial and government partners and to markets where demand for digital and climate technologies is growing. Visibility at such events can be valuable but it is not a guarantee of sales. Converting contacts into contracts typically requires follow-up, localisation, regulatory work and often additional capital.

The 15 EIC-backed companies selected for GITEX GLOBAL 2024

Company	Country
Actronika SAS	France
Alternative Energy Innovations SL	Spain
AquaB	Ireland
Axelera AI	The Netherlands
Billon	Poland
DOTLUMEN SRL	Romania
Dronamics	Bulgaria
Electrochaea GmbH	Germany
Excess Engineering AS	Norway
GO-Pen APS	Denmark
NEVOMO	Poland
Multiverse Computing SL	Spain
Quside Technologies SL	Spain
RAIKU Packaging OU	Estonia
SIA NACO Technologies	Latvia

Preparation and support provided to exhibitors

Selected companies attended a pre-departure briefing workshop on 4 July 2024. The session combined practical pitch coaching and market intelligence. Participants heard from a previous EIC exhibitor who shared lessons from GITEX 2023 and from Ayman Hassan, the official GITEX organiser, who provided insights about the event and regional dynamics. The aim of the briefings is to increase the chance that onsite contacts become actionable opportunities.

Pitch training and matchmaking:The programme emphasises concise pitching to attract investors and partners and it includes matchmaking services to arrange B2B meetings. Trade fairs often generate many leads but the quality and relevance of those leads depend on pre-event targeting and on effective follow-up mechanisms.

Market briefings and cultural preparation:Pre-departure briefings include market insights and cultural training. For companies entering MENA markets, understanding procurement practices, local regulations and business etiquette is essential for commercial traction.

What the EIC International Trade Fairs Programme 3.0 covers

Programme overview:The ITF 3.0 runs from 2024 to 2026 and aims to help EIC beneficiaries commercialise in European and extra-European markets. It covers 12 international trade fairs in the EU, the Middle East and North America and focuses on four sectors namely biotech and pharma, health and medical care, cleantech and environment and new and industrial technologies.

Services offered to participants:The programme provides end-to-end support which includes expert coaching for internationalisation, pre-departure market briefings, cultural and intellectual property training, B2B matchmaking, customised onsite services and structured follow-up to help build partnerships after the trade fair.

Sectors and technologies represented by EIC awardees at GITEX

The delegation covers a wide range of deep tech areas that are commonly prioritised by the EIC. These include artificial intelligence, robotics, cybersecurity, blockchain, cleantech and advanced manufacturing. Each area presents different technical and commercial considerations when entering new markets.

Artificial intelligence:AI solutions vary from applied machine learning models to specialised hardware for inference. Commercialisation requires data governance compliance and often local validation. In many markets firms must also demonstrate robustness, bias mitigation and explainability to gain enterprise and public sector customers.

Robotics and advanced hardware:Robotics and industrial hardware carry longer sales cycles because customers evaluate integration complexity, downtime risk and service arrangements. Regulatory approvals and local service networks are important for adoption outside Europe.

Cybersecurity and blockchain:Cybersecurity products must demonstrate effectiveness against realistic threats and meet local data residency and compliance requirements. Blockchain solutions face uncertainty due to varying regulatory stances across jurisdictions and need clear value propositions for enterprise adoption.

Measuring impact and realistic expectations

Trade fair participation is a visibility and market development tactic. It can accelerate introductions but does not replace product-market fit work. Companies should set measurable targets such as qualified leads, follow-up meetings, pilot agreements and letters of intent. They should account for costs including travel, booth setup and management time and compare prospective ROI.

Common pitfalls:Pitfalls include insufficient pre-event targeting, poor follow-up, ignoring IP protection in international contexts and underestimating localisation and regulatory costs. Large events can also favour well resourced incumbents, so smaller firms must use curated matchmaking to be noticed.

How to participate and eligibility

The ITF 3.0 is open to startups, scaleups and SMEs that are EIC beneficiaries from EU Member States and Associated Countries. Applications are made via open calls posted on the EIC Community Platform. Calls typically open about six months before each fair. Applications ask about product-market fit, internationalisation strategy and commercial readiness. External experts evaluate and rank applications to select participants.

Upcoming ITF 3.0 trade fairs mentioned	Location	Dates
CES International	Las Vegas, USA	6-9 January 2026
Mobile World Congress	Barcelona, Spain	2-5 March 2026
GITEX Africa	Marrakech, Morocco	7-9 April 2026
BIO International Convention	Boston, USA	22-25 June 2026
GITEX Europe	Berlin, Germany	30 June - 1 July 2026
MEDICA	Dusseldorf, Germany	9-12 November 2026
GITEX Global	Dubai, UAE	9-11 December 2026
CES International	Las Vegas, USA	6-9 January 2027

Evidence of past outcomes and caveats

EIC materials cite success stories where trade fair participation led to increased sales or deal closures. Examples referenced in the programme include .lumen which reportedly closed numerous deals after CES 2024 and MySphera which doubled sales after MWC 2024. Such cases show upside but they are selective. Organisers and participating companies rarely publish systematic conversion rates or long term outcomes. Independent measurement would help quantify how many participants secure pilots, contracts or investments as a direct result of the programme.

Practical recommendations for participating companies

Companies attending GITEX and similar fairs should prepare a clear follow-up plan, prioritise high value meetings and document metrics to evaluate whether the trade fair supports their commercial strategy. They should evaluate legal and IP protections for target markets and seek tailored cultural and procurement briefings. Using the EIC BAS services for matchmaking and post-fair follow-up can increase chances of converting leads into pilots or contracts.

Contact and next steps:For questions about the programme attendees and applicants can use the EIC Community Helpdesk. When contacting the helpdesk about ITF 3.0 and GITEX 2024 requests should select the relevant event category to speed up responses. Information and open calls are posted on the EIC Community Platform.

Bottom line

The EIC delegation at GITEX GLOBAL 2024 is a visible sign of the EU effort to support deep tech internationalisation. The programme offers structured support that can increase the odds of turning exposure into commercial results. At the same time, companies and policymakers should avoid assuming that trade fair presence alone will deliver market entry. Real commercial progress depends on rigorous targeting, legal and regulatory preparation and disciplined follow-up.