The UK government is failing to provide visible and consistent support to British companies seeking global exposure at CES Las Vegas, according to the head of the organisation that runs the world’s largest technology event.
Gary Shapiro, chief executive of the Consumer Technology Association (CTA), told Business Matters Magazine that the UK lacks a coordinated national presence at CES, unlike several European countries that actively support their businesses through government-backed pavilions, official delegations, and senior political participation.
UK Presence at CES “Irregular” Compared to Europe
CES, which begins this week in Las Vegas, is a four-day global technology exhibition attracting more than 100,000 industry professionals, investors, and innovators from around the world. The event is independently audited and serves as a key platform for launching new technologies, forming partnerships, and securing international investment.
Shapiro said UK engagement with CES has been inconsistent for many years, while governments across western Europe maintain a strong and highly visible presence.
“It doesn’t have to be about money,” Shapiro said. “It’s about showing up. Do relevant cabinet ministers attend the world’s largest innovation event? In Britain’s case, that hasn’t happened in any meaningful way for years, and that’s been a disappointment.”
Absence of National Pavilion Hurts UK Businesses
Industry figures argue the problem is not the number of British companies exhibiting at CES, but the absence of a government-backed UK pavilion. In contrast, countries such as France, Latvia, Lithuania, and Malta regularly showcase their companies through prominent national stands funded and coordinated by their governments.
Exhibitors say this visible support plays a crucial role in shaping how international investors and partners perceive businesses at the show.
End of Tradeshow Access Programme Still Felt
The criticism follows the UK government’s decision to end the Tradeshow Access Programme (TAP) in 2021. The scheme previously provided grants of up to £2,500 to small and medium-sized enterprises (SMEs) to help cover the cost of attending overseas trade fairs. Public records show the programme cost several million pounds annually and has not been reinstated.
Mark Birchall, managing director of exhibition support firm Tradefair, said UK companies feel the impact of attending major international exhibitions without official backing.
“I’ve had pavilion envy for years,” Birchall said. “You go to major tech events and see countries like Latvia, Lithuania and Malta turning up with impressive government-funded stands, while British firms are left to fend for themselves.”
France Praised for Backing Start-ups at CES
Paolo Pescatore, analyst at PP Foresight, said CES is a clear test of whether governments are turning innovation policies into practical action.
“France stands out time and again for how it backs its start-ups and SMEs,” Pescatore said. “The proof is in the pudding. In the UK, the private sector is being asked to carry the cost alone.”
Government Response
Responding to the criticism, a UK government spokesperson said the technology sector remains central to its economic growth plans. The spokesperson cited the Industrial Strategy and the Small Business Plan as initiatives designed to help firms scale and expand internationally.
However, industry leaders say British companies are increasingly reassessing their future participation at CES and other global trade shows, questioning whether the lack of a coordinated national presence puts them at a disadvantage in international markets.
