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 “a shame” and “doesn’t make sense” that UK engagement has dropped off, even though the country still has strong potential in innovation.

He noted that other European nations, including France and the Netherlands, were visibly better represented in Eureka Park, the convention’s dedicated area for start-ups. “Even Ukraine might be bigger than the UK,” Shapiro said, adding that the government no longer offers the same support it once did.

CES, held each year in Las Vegas, typically attracts thousands of exhibitors and some 400,000 visitors. It showcases cutting-edge products from technology giants like Microsoft, while also providing a global platform for smaller ventures. This year, just 41 UK companies will attend, including Etc (BT Group’s incubation arm), the female-focused healthtech firm Elvie, and the precise location business what3words.

Back in 2019, more than 100 British firms formed a UK delegation led by then international trade secretary Liam Fox. Eight of those companies won innovation awards, and the government spoke of “millions of pounds worth of deals” being signed at the show. Shapiro called it “crazy” that the UK no longer puts as much energy into CES, given the longstanding ties between the two countries.

“We are the largest technology event in the world by far,” he said. “We are definitely the biggest business event in the United States and attract over 50,000 people from outside the US.”