I was lucky enough to walk the vast halls of some of the world’s largest trade shows in Las Vegas. They promised and delivered breathtaking innovation and energy.
Days of tireless discovery: robots pouring cappuccinos, AI so intuitive it seemed clairvoyant, and founders talking about change not as a cliché but as a lived reality. These weren’t just exhibitions; They were global marketplaces for ideas, capital and partnerships.
But at home, as Britain languishes in the fog of distracted policy-making at Westminster, our competitors across Europe are not just emerging, they are outdoing us.
This year, Gary Shapiro, chief executive of the Consumer Technology Association, the sponsor of CES, the annual technology conference taking place in Las Vegas this week, publicly criticized the British government for failing to meaningfully support British companies on the world’s most influential technology stage. His accusation is clear: the UK’s presence at the event is “patchy” and disappointing compared to countries such as France and the Netherlands. Meanwhile, these nations send senior ministers, in some cases even royals, and generously fund coordinated national pavilions for their companies.
Before we mince words about patriotism and global ambition, let’s make one thing clear: this is not a petty argument about flags and PR stunts. Trade shows like CES are strategic platforms where deals are forged, investment flows are unlocked and international credibility is built. This is exactly where the future will be bought, sold and broadcast.
And yet, despite having one of the most dynamic technology sectors in the world, the UK seems increasingly like an afterthought.
Consider the facts: French exhibitors now outnumber British ones; Germany and the Netherlands field strong contingents; Even some smaller European states have more visible government-backed stands. The UK’s Tradeshow Access Programme, once a modest but valuable support program for SMEs, was abolished in 2021 and has not been restored despite repeated pleas from industry.
I have witnessed firsthand the pride and determination with which other nations approach these events. The elegant, well-equipped French pavilion, filled with government officials, seemed like a statement of strategic intent. In contrast, British exhibitors often seemed to be left to their own devices, clutching their pitch decks and hoping for a stroke of luck rather than being carried forward by a coordinated national effort.
There is something slightly absurd about this situation. Post-Brexit, our leaders have consistently proclaimed a desire to “go global”, boosting exports, attracting investment and strengthening the UK’s role on the world stage. But when the most visible arena for this goal rolls into Las Vegas, where 100,000 visitors gather and thousands of international companies exhibit new technologies, we see it as an optional extra rather than a priority.
The government does point to its Industrial Strategy and Small Business Plan as evidence of support for scaling businesses globally. But warm words on paper are cold comfort on the exhibition floor. In contrast, targeted financial support and commitment from senior government bodies sends a clear message that the UK not only values innovation, but supports it when the stakes are highest.
All you have to do is talk to the founders who have traveled thousands of miles from the UK, many of whom have self-funded their trips, and you’ll hear a recurring refrain: without coordinated help, British companies are underexposed and under-connected. One CEO told me he felt “in the shadow” of a neighboring European country’s pavilion, which looked and felt like a national investment. Another admitted that they might not have made the trip without private support.
This should worry us. The future of Britain’s economic growth lies not just in domestic policy tinkering, but also in international trade, cooperation and visibility. Trade fairs are not just exhibitions; They are signposts for global relevance. When your government doesn’t have a meaningful presence, the world notices – and that includes investors, partners and international customers.
We should not take this as an attack on officials or ministers. The truth is simpler: the UK is juggling competing priorities, costs of living, healthcare services and geopolitics, and a billion-dollar trade fair in Nevada can seem indulgent in comparison. But that’s exactly the point. Innovation and global economic growth cannot be an afterthought if we are to compete with economies that consciously combine their industrial strategy with outward support.
Last year I spoke to a French startup founder and asked what the presence of her government meant to her. She smiled and said, “It means someone believes in our success before we prove it.” This kind of trust is important. It attracts attention, opens doors and grows businesses in ways that a sterling-denominated press release never will.
Britain has all the ingredients to be a leader: world-class universities with their numerous spin-offs, inventive entrepreneurs and a time zone that connects East and West. But without visible, tactical government support during major global events, these assets risk being underestimated or, worse, overlooked.
If the UK truly aspires to become a global technology and trading power, it must see trade shows like CES for what they are: frontline diplomatic and economic missions.
Because if we are not prepared to support our companies on the world’s biggest stages, we should not be surprised when others step into the spotlight and we remain politely but distantly seated in the auditorium.
