The text on this page was automatically translated and hence may differ from the original. No rights can be derived from this translation.
The Consumer Electronics Show (CES) in Las Vegas is the largest tech trade fair in the world. Since 2017, a delegation of Dutch startups has been going on a trade mission to this fair annually (since 2021 under the guidance of the Ministry of Economic Affairs). On behalf of the same ministry, Dialogic has measured the impact of this trade mission. We investigated whether startups that attend CES with the mission are more successful than those who do not, for example, by gaining more clients, raising more investments, or growing faster. This is important to know as startups are essential for the future earning potential of the Netherlands and contribute to various societal challenges.
To answer this question properly, we have used multiple research methods. We conducted a literature study on the effects of trade missions, held interviews with participants and other stakeholders, and conducted a survey among participants. We also performed an econometric impact measurement using data from CBS and Dealroom.
The key conclusions are as follows:
- The mission in its current form adds value and helps participants achieve the returns they expect. The main reasons for most participants to join the mission are networking, visibility, and publicity gains. Participants are very positive about how the CES mission helps them achieve this networking, visibility, and publicity.
- Participation in the CES mission fuels internationalization ambitions, and CES participants from physical missions achieve significantly more export value to the US than control companies. CES participants do not grow significantly faster in terms of employees or annual turnover than control companies.
- The estimated total economic value of leads, agreements, and investments from all startup missions to CES between 2018-2025 is estimated at € 145-562 million (leads), € 86-322 million (agreements), and € 9-19 million (investments).
- Most participants would not consider visiting CES without support from the Dutch government. Therefore, it is crucial for the Dutch government to continue organizing and coordinating the mission.
- Participants are open to more European integration and a greater European component at CES Las Vegas.
- According to respondents, (regional) partners should have a larger and more formal role in the recruitment, selection, and preparation of the mission.
