Join Dutch Trade Mission to CES 2022

 Join Dutch Trade Mission to CES 2022

Are you a start-up or a scale-up in ‘responsible tech’, especially in ’emerging and enabling technologies’? Then take part in the physical edition of CES in Las Vegas, Nevada from January 5-8, 2022. The Netherlands are participating with no fewer than two pavilions for start-ups and scale-ups!

Since 1967, CES Las Vegas has become the global stage for innovation. Every year, more than 180,000 participants from more than 160 countries gather here. CES is the place to connect and do business with investors, corporates and tech influencers. More than 6,000 journalists and bloggers present offer the participants unique opportunities to generate international publicity for their innovations.

Dutch pavilions: Tech Square and Next Level Innovations

The Netherlands will participate in CES in 2022 with no fewer than 2 pavilions. These are the ‘Netherlands Tech Square’ for start-ups and the ‘Netherlands Next level Innovations Pavilion’ for scale-ups. In total, about 70 start-ups and scale-ups can participate.

Trade mission ‘Tech Solutions for a Responsible Future’ – CES 2022

This international trade mission is a great platform to launch, scale and validate your product internationally with a global audience. In this way, participants receive maximum publicity and media attention for Dutch innovative solutions. At the special request of CES alumni, there will also be a scale-up pavilion this year.

What start-ups and scale-ups are we looking for?

About 50 start-ups are selected for the start-up pavilion Netherlands Tech Square (61928 Sands Eureka Park). In addition, around 20 scale-ups will be selected for the Netherlands Next level Innovations pavilion (50833 Sands A-C Country Pavilions). For more information, visit the CES website.


The Dutch participation in CES 2022 emphasizes ‘Responsible Tech’. The focus is on the areas of emerging and enabling technologies. This mainly concerns:

  • Sustainability & Resilience
  • Health & Wellness
  • Smart City & Smart Home
  • Smart Mobility, Vehicle Tech
  • Data Security, Big Data
  • AI & Robotics, Quantum Computing
  • Telecom/5G, IoT, Photonics, NanoTech

Other product categories as formulated by the Consumer Technology Association (CTA) are listed on the CES website.

Selection Process

Companies that have applied will be selected by an independent expert jury based on a number of qualifications and must be approved by the CTA.

CTA Conditions and criteria

If you want to participate in this entry, you must meet the conditions that the exhibition organizer Consumer Technology Association (CTA) sets for participating companies. If CTA does not accept your registration, your registration and your right to the subsidy will expire.

Participation is open to organizations that have CTA approval and meet the criteria below:

  • They fit within an area of ​​interest determined by CTA and represent one of the technologies in which the Netherlands distinguishes itself on an international scale, within the specified focus areas.
  • It concerns a technology with the potential to contribute to a responsible future, a ‘responsible future’ technology.
  • The product or service is innovative and potentially groundbreaking.
  • The product is available to be demonstrated with a functioning business model.
  • The company has the ambition to scale up internationally in the short term.

Criteria for start-up pavilion

Additional criteria from CTA for participation in the start-up pavilion at Eureka park (this does not apply to the scale-up pavilion):

  • If a company launches the first product, this product must have been launched on or after January 1, 2020.
  • Crowdfunding campaigns, pre-orders and beta stage are allowed.
  • The technology must be demonstrable as a prototype or software design. Paper/draft entries are not allowed.
  • Start-ups can stay at Eureka Park for a maximum of 2 years. Start-ups that exhibited at Eureka Park during CES2020 can participate again this year. Participation in the digital mission to CES2021 does not count in this case.

Program and preparation

Part of the mission is an intensive preparation or ‘prep’ program that consists of:

  • tailor-made masterclasses
  • personal coaching
  • lead generation
  • PR support for the Dutch CES participants.

You will receive more information about this after registration and selection.

Important dates and deadlines

16 Jul 2021Deadline CES speaker registration
1 Sep 2021Registration closure for CES 2022 trade mission
Half Sep 2021Deadline application for CES 2022 Innovation Awards
Half Sep 2021Selected participants will be notified (pending CTA approval)
14 Oct 2021CES Unveiled Amsterdam (physical event):
– Press moment: unveiling of NL delegation to CES 2022
– Kick of for the Prep-for-CES programme
– Exhibition: meet your fellow co-founders, investors and corporate managers

Participation and costs

Register before 1 September 2021. The language of instruction is English.

For start-ups, the costs for participation are approximately € 4,000. These are the costs of private land rent, stand construction and participation in the preparation sessions. The costs for scale-ups are comparable, but slightly higher. The exact amount is yet to be determined. Travel and accommodation costs are for your own account.

50% subsidy

You can get a 50% subsidy for the participation costs. A subsidy arrangement has been developed especially for this mission. If you meet the conditions, you will pay approximately €2,000 per company. The other 50% pays RVO.

All information and registration

You can find all information on the RVO website (in Dutch) here.

Remco Timmermans

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