The boss of a tech trade show criticizes the UK for a lack of business support at CES
The head of the world’s biggest technology trade show has accused the UK government of failing to adequately support British businesses around the world, warning that the country is lagging behind its European peers when it comes to showcasing new products.
Gary Shapiro, chief executive of the Consumer Technology Association, which organizes CES in Las Vegas, said that Britain’s presence at the event was still variable and very small compared to countries such as France and the Netherlands.
CES, which opens this week, attracts around 100,000 visitors each year and is widely regarded as the world’s most influential platform for emerging consumer technology. Thousands of companies use this four-day exhibition to present products, secure international relations and attract investors.
Shapiro said the UK’s participation in the event had been “spotty”, adding that it was surprising given the strength of Britain’s technology sector. He said that some western European governments have always prioritized the event, not only with financial support but by sending high political figures to show support for their domestic industries.
The CTA chief was critical of the UK government’s lack of involvement in CES. While France will also be represented by Cabinet ministers, following President Emmanuel Macron’s earlier appearance, and the Netherlands is sending senior political representatives including members of its royal family, Britain does not have the same presence.
“It doesn’t have to be about money,” Shapiro said. “It’s about showing up. Do relevant cabinet ministers attend the biggest event in the world? In Britain, that hasn’t happened in any meaningful way for years, and that’s been a disappointment.”
According to provisional exhibitor numbers, France has 64 companies at CES this year, Germany 38, the UK 29 and the Netherlands 27, although the final figures will not be confirmed until later in 2026. Industry statistics say the gap in visibility is more significant than the raw numbers suggest, indicating the level and quality of national government-backed imports.
The criticism follows the UK government’s 2021 decision to scrap the Tradeshow Access Programme, a program that provided grants of up to £2,500 to help small and medium-sized businesses attend international trade shows. The scheme, which costs an estimated £8-10 million a year, has not been reinstated despite repeated lobbying from the technology sector.
Mark Birchall, managing director of trade fair support company Tradefair, said the lack of UK support was being felt more by businesses trying to compete with other countries. He said British companies often find themselves overshadowed by smaller countries whose governments invest heavily in national forums and joint delegations.
“I’ve been jealous of the pavilion for years,” said Birchall. “You go to big tech events and you see countries like Latvia, Lithuania and Malta coming up with impressive government-sponsored platforms, while British firms are left to fend for themselves.”
Analyst Paolo Pescatore of PP Foresight said the situation highlights the growing gap between government rhetoric and reality. He said the UK has always talked about its desire to be a global technology leader, but has consistently failed to provide effective support for the world’s most important industrial events.
“France often stands out in the way it supports its startups and SMEs,” he said. “The proof is in the pudding. In the UK, the private sector is being asked to bear the cost alone.”
A government spokesman defended its record, saying the booming tech sector was among its plans to grow the economy and modernize public services. The spokesman pointed to the Industrial Strategy and the Small Business Plan as evidence of support for firms seeking to raise international standards.
However, for many in the tech industry, CES remains a litmus test of global ambition, and one where Britain risks looking out of place as international competition intensifies.
