UK support at global tech show less than Ukraine in puzzling move

Britain’s presence at CES, the world’s largest technology trade fair, has dwindled in recent years, according to the event’s organiser.

Gary Shapiro, chief executive of the Consumer Technology Association (CTA), said it was “shame” and “illogical” that UK participation had declined, even though the country still had strong innovation potential.

He noted that other European countries, including France and the Netherlands, were clearly better represented in Eureka Park, the conference’s designated startup area. “Ukraine may even be bigger than the United Kingdom,” Shapiro said, adding that the government no longer provides the same support it once did.

CES, held every year in Las Vegas, attracts thousands of exhibitors and about 400,000 visitors. It showcases cutting-edge products from technology giants like Microsoft, while also providing a global platform for small businesses. This year, just 41 UK companies will attend, including Etc (the incubation arm of BT Group), women-focused health tech company Elvie, and precision positioning company what3words.

Back in 2019, more than 100 British companies formed a British delegation led by then International Trade Secretary Liam Fox. Eight of these companies won innovation awards, and the government reported on multi-million pound deals being signed at the show. Shapiro called it “crazy” that the UK no longer puts so much energy into CES, given the long-standing relationship between the two countries.

“We are the largest technology event in the world to date,” he said. “We are definitely the largest trade event in the United States and attract more than 50,000 people from outside the United States.”