The head of the world’s largest technology trade show has accused the UK government of failing to properly support British businesses on the global stage, warning that the country is falling behind its European peers when it comes to showcasing innovation.
Gary Shapiro, chief executive of the Consumer Technology Association, which organises CES in Las Vegas, said Britain’s presence at the event remains inconsistent and underwhelming compared with nations such as France and the Netherlands.
CES, which opens this week, attracts around 100,000 visitors each year and is widely regarded as the most influential global platform for emerging consumer technologies. Thousands of companies use the four-day exhibition to launch products, secure international partnerships and attract investment.
Shapiro said the UK’s participation at the event has been “spotty”, adding that it was surprising given the strength of Britain’s technology sector. He said other western European governments consistently prioritise the event, not only through financial support but by sending senior political figures to demonstrate backing for their domestic tech industries.
The CTA chief was particularly critical of the lack of visible UK government engagement at CES. While France will once again be represented by cabinet ministers, following previous appearances by President Emmanuel Macron, and the Netherlands is sending senior political representatives including members of its royal family, Britain has no comparable 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.”
According to provisional exhibitor numbers, France has 64 companies at CES this year, Germany 38, the UK 29 and the Netherlands 27, although final figures will not be confirmed until later in 2026. Industry figures say the gap in visibility is more significant than the raw numbers suggest, pointing to the scale and quality of government-backed national pavilions from other countries.
The criticism follows the UK government’s decision in 2021 to scrap the Tradeshow Access Programme, a scheme that provided grants of up to £2,500 to help small and medium-sized businesses attend international trade fairs. The programme, which cost an estimated £8–10 million a year, has not been reinstated despite repeated lobbying from the tech sector.
Mark Birchall, managing director of exhibition support firm Tradefair, said the absence of UK backing was keenly felt by businesses trying to compete internationally. He said British companies often find themselves overshadowed by smaller nations whose governments invest heavily in national stands and coordinated delegations.
“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.”
Analyst Paolo Pescatore of PP Foresight said the situation highlights a growing disconnect between government rhetoric and reality. He said the UK frequently talks up its ambition to be a global tech leader, yet consistently fails to provide practical support at the world’s most important industry events.
“France stands out time and again for how it backs its start-ups and SMEs,” he said. “The proof is in the pudding. In the UK, the private sector is being asked to carry the cost alone.”
A government spokesperson defended its record, saying a thriving technology sector sits at the heart of its plans to grow the economy and modernise public services. The spokesperson pointed to the Industrial Strategy and Small Business Plan as evidence of support for firms looking to scale internationally.
However, for many in the tech industry, CES remains a litmus test of global ambition, and one where Britain risks being seen as absent just as international competition intensifies.
Paul Jones
Harvard alumni and former New York Times journalist. Editor of Business Matters for over 15 years, the UKs largest business magazine. I am also head of Capital Business Media’s automotive division working for clients such as Red Bull Racing, Honda, Aston Martin and Infiniti.
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