Promoting and supporting in the cradle of world innovation the ecosystem of an innovative and competitive country in all economic sectors: this is the goal of the Italian Pavilion of ITA, Italian Trade Agency, at CES 2023 in Las Vegas, the most important tech event in the world, scheduled for January 5-8, 2023.

The Italian participation aims to get a hands-on feel for the strategy that the Italian Trade Agency has put in place to support Italian innovation: from the 50 startups present that represent all the leading sectors of Italian technology, to the events that tell the story of the innovation support system and give voice to the most important industries, passing through the presentation of the new Innovation Center, Innovit, which has just opened in San Francisco.

"A taste of Italian Innovation," reads the motto of the mission: a "taste" of what Italy can provide to foreign investors and partners and that in the U.S. can be touched at CES.

"Once again this year we are bringing the Italian ecosystem to the most important global event for the sector," explains Roberto Luongo Director General of the Italian Trade Agency . "A now mature ecosystem, which in 2022, exactly 10 years after its official birth with the Startup Act, has almost 14 thousand registered innovative startups and in 2022 will reach 2 billion investments. A growth that the Italian Trade Agency feeds in a continuous cycle, creating several points of contact between Italian innovative realities and the main players and interlocutors of the international market. We export a competitive technological industry, which matches the already established cultural recognition of our country. It is no coincidence that the symbol of Innovit is the "Vitruchip," Leonardo da Vinci's Vitruvian Man revisited with the stylistic features of a microchip: a perfectly harmonious encounter between science and art, technology and culture, which still characterizes our country today."

CES 2023 in Las Vegas will be significantly larger than the 2022 edition: a 50 percent increase in space, 1,000 more exhibitors than last year, for a total of 2,400, ready to welcome the more than 100,000 attendees expected over the 4-day expo. An edition that aims to tell the story of technology increasingly at the service of human rights, and that for the first time will introduce the Web3 product category, which holds together blockchain technologies and the metaverse.

In addition to the big brands featured in the exhibits in the main hall of the Las Vegas Convention Center, 20 countries around the world will have a dedicated pavilion in Eureka Park. The Italy pavilion hosts a rich and diverse delegation with 51 companies: from the startup that created a smartphone cover with a display to show a customized graphic (changing that instead of changing the whole cover), to shin guards to play soccer equipped with sensors that detect all the wearer's actions and plays, passing through a wearable air purifier, a biometric unlocking device using brain waves and many artificial intelligence systems to process large amounts of data, unearthing causal links, making predictions of behavior or finding the best way to save energy.