Trade mission for startups to CES 2024 Las Vegas

Published on:
31 May 2022
Last checked on:
3 October 2023

Do you have a startup or scale-up company? And are you ready to show the world your innovative, responsible tech solutions that can tackle global challenges? Then join our trade mission to CES 2024, from 9 - 12 January 2024, in Las Vegas. Register now for the world's most influential tech show.

9 January
12 January


Las Vegas

Attendee information

  • Register before 31 December 2023
  • Participation fee: €4,400 per startup
  • Travel and accommodation at your own expense


  • Netherlands Enterprise Agency
  • Ministry of Foreign Affairs
  • Ministry of Economic Affairs and Climate Policy
  • Consulate-general San Francisco

CES 2024, a unique opportunity

Since its founding in 1967, CES has become the world's leading tech event. The global tech community gathers there every year.

CES 2023 attracted over 118,000 attendees from more than 151 countries, 3,272 exhibitors and 4,815 media professionals. This makes CES the perfect channel for the latest tech innovations. It is also ideal for meeting investors, companies, customers and the media.

This trade mission offers you a unique opportunity to get international attention.

Generative Artificial Intelligence

CES 2024 will be one of the most exciting editions yet, as the focus will be on Generative Artificial Intelligence (AI). For many young tech enterprises, it will be the ultimate place to learn how AI could further enhance the functionality of their ideas. But also how to apply AI responsibly and protect it against unfair use.

Eureka Park, the place to be

Up to 70 startups will be selected for the Netherlands Tech Square, our startup pavilion at CES' Eureka Park. This is where you will find the latest and most disruptive startups.

Watch our CES 2023 recap for a general overview of last year's CES Las Vegas and the 2023 participants.


Is your startup active in one of the following categories? Then CES is the event for you.

  • Sustainability, Circularity & Resilience
  • Safety & Security
  • Health & Wellness
  • Smart City & Smart Home
  • Smart Mobility, Vehicle Tech
  • Data Security, Big Data
  • AI & Robotics, Quantum Computing
  • Data Security, Big Data, Blockchain, Quantum Computing
  • Robotics & Drones 
  • Sensors & Internet of Things
  • Telecom/ 5G, IoT, Photonics 
  • NanoTech & New Materials
  • Energy Storage/Battery Technology
  • Immersive Entertainment, augmented reality (AR) & virtual reality (VR)
  • Future of Work
  • Product design & manufacturing

The Consumer Technology Association has an extensive list of all of the categories.

Selection criteria

A jury of independent experts will select and invite companies to take part based on set criteria. The Consumer Technology Association (CTA), the organiser of CES, must also approve the companies. The criteria include the following:

  • Your product fits within the area of interest determined by CTA.
  • Your product represents one of the technologies in which the Netherlands distinguishes itself internationally within the specified focus areas.
  • Your product or service is innovative and disruptive.
  • Your product is available to prove with a functioning business model.
  • Your company has the ambition to scale up internationally in the short term.

CTA has extra criteria for startup applicants.

For the criteria related to scale-ups, please contact:

Willem Drost
Enterprise Solution

Women's entrepreneurship

We encourage women's entrepreneurship. We do not select participants based on gender. But we challenge you to look for women participants within your organisation to take part in this mission.

CES Unveiled Amsterdam

CES Unveiled Amsterdam is CES 2024 Las Vegas' official pre-event and media show. At this unique event, we will unveil the official delegation for the trade mission to CES 2024.

At CES Unveiled, you will get many opportunities to present your startup to a broad audience of companies, business leaders, regional startup hubs, the media and investors.

Fee and subsidy

The participating fee for this startup mission is about €4,400. This amount is subject to change. We will confirm the exact costs at a later date. The fee covers:

  • stand rent;
  • stand construction;
  • participation at CES 2024 Las Vegas;
  • participation at CES Unveiled Amsterdam;
  • participation in the CES Unveiled preparation sessions.

Travel and accommodation are at your own expense.


If you meet certain criteria, you can apply for a 50% subsidy for your participation fee. You will pay around €4,400 per startup if you do not meet the criteria.

Subsidy criteria

You are eligible for a subsidy if you meet the following criteria:

  • The Consumer Technology Association has approved your company.
  • Your company is a Small or Medium-sized Enterprise (SME).


Register for this event. Do so before 31 December 2023.

Only the leading participant must register. You can add the colleagues that will join you later.

More startup trade missions

Next to CES 2024, RVO also organises other startup trade missions. Unsure which trade mission is suitable for your startup? Please contact us; we will be happy to help you.

More information

For more information about this event, please contact:

Marie-Jeannine Citroen
Netherlands Enterprise Agency

Willem Drost
Enterprise Solution

Commissioned by:
  • Ministry of Economic Affairs and Climate Policy
In association with:
  • Ministry of Foreign Affairs
  • Ministry of Economic Affairs and Climate Policy
Is this page useful?