Choosing the right trade mission can be the difference between a promising lead and a missed opportunity. Whether you’re scouting a new market or looking for foreign investors, the missions you join should amplify your goals, not distract from them.

Trade missions work – research by Statistics Netherlands (CBS) shows participation raises the chance a firm will start doing business in the host country by over 7% and the likelihood of investing by about 2%.

Still, with so many missions on offer, it’s easy to feel overwhelmed. How to look for missions? Which missions are the right ones to attend? In this article, we’ll take you through a step-by-step process for deciding which missions are worth your time – and then highlight five international trade missions that could realistically help your startup or scale-up go global.

How to Pick the Right Trade Mission

Start by clarifying your company’s goal: are you exploring a new market, seeking investors, forming partnerships, or learning about local trends and regulations? 

Once your objective is clear, research available missions through official programs and networks. Key organisations include RVO (Rijksdienst voor Ondernemend Nederland), sector-specific associations such as 4TU and the Dutch Green Building Council, embassies, and accelerators hosting curated delegations. By keeping an eye on updates from these networks, including local initiatives like Up!Rotterdam, you can spot the missions most relevant to your startup or scale-up.

Before committing, match the mission to your target market. Focus on countries or regions where there’s a real product-market fit, and don’t attend just because it’s “popular”. Consider industry relevance, market size, growth potential, and ease of doing business. Evaluate the mission’s structure: are meetings curated or ad-hoc? Who will be there – corporates, investors, potential clients, or partners – and does that align with your goal list? Take into account the organiser, whether it’s a government-backed RVO mission or a private delegation, and the support offered, such as visa facilitation, local logistics, or sector-specific events.

Finally, weigh timing, resources, and ROI. Make sure your team is ready to travel, engage, and present your business effectively. Consider both direct costs and opportunity costs, and talk to founders who’ve attended similar missions. Their insights, combined with your goal list, will help you choose the trade missions that truly accelerate growth. Below, you’ll find our top picks of missions worth considering.

4YFN

Focus: Digital and tech startups, AI, fintech, health tech, climate tech
Attendance: 109,000+ attendees, 1,000+ startups, 900+ investors, 105 countries

4YFN (Four Years From Now) runs alongside MWC Barcelona, bringing startups face-to-face with investors, corporates, and global decision-makers. The 4YFN Awards highlight the Top 20 startups with cash prizes (€1,500 – €20,000), exhibition pods, speaking opportunities, and extensive networking. Finalists gain additional visibility through the GSMA Foundry showcase and direct access to curated investors.

Ideal for: Startups and scale-ups ready to showcase innovation, secure investment, and forge strategic partnerships on a global stage.

London Tech Week

Focus: AI, agentic AI, health tech, energy transition
Attendance: 30,000+ attendees, 8,250 startups, 1,500 investors, 128+ countries, 62% senior decision-makers

London Tech Week combines headline stages, curated masterclasses, and over 150 events, providing startups with exposure, insights, and connections. Highlights include Investor Summits, pre-qualified 1:1 meetings, and networking lounges. Speakers have included the CEO of NVIDIA, the Corporate VP & CEO of Microsoft UK, and the UK Minister for Investment.

Ideal for: Startups and scale-ups looking to connect with investors, corporates, and senior tech leaders while gaining insights into high-growth sectors.

VivaTech Paris

Focus: European tech innovation, startup challenges, and scale-up acceleration
Attendance: 180,000 attendees, 14,000 startups, 3,600 investors, 4,000 partners

VivaTech offers multiple avenues for startups and scale-ups to shine: Challenges and Awards, exhibition opportunities, and pre-scheduled 1:1 investor meetings. Founders can also join the Startup Pass to access all networking sessions without a physical stand. Notable speakers include Alibaba co-founder Jack Ma, LVMH CEO Bernard Arnault, and Facebook founder Mark Zuckerberg.

Ideal for: Startups seeking investor connections, mentorship, and visibility in Europe’s largest startup gathering.

GITEX EUROPE Berlin

Focus: AI, robotics, cloud computing, cybersecurity, digital cities, fintech, industry 4.0, green tech
Attendance: 1,400+ exhibitors, 750+ startups, 600+ investors, 500+ speakers, 100+ countries

GITEX EUROPE brings Europe’s entire tech ecosystem under one roof. Startups and scale-ups benefit from cross-sector networking, tech transfer opportunities, and exposure to policy-driven tech initiatives, supported by the European Commission and national digital agencies.

Ideal for: Startups and scale-ups aiming to integrate with European corporates, explore cross-industry tech applications, and gain visibility in regulated tech sectors.

TechBBQ Copenhagen

Focus: Startup growth, matchmaking, investor connections, pitch competitions
Attendance: 10,000+ attendees, international investors, corporates, and ecosystem players

TechBBQ is a founder-first event, designed to accelerate growth through AI-powered matchmaking, curated pitch competitions (North Star, Life Science, UrbanTech), and workshops through Hero Academy. Speakers include the CEO of Lovable and the Founder & CEO of bunq. Side events across Copenhagen provide additional networking opportunities and exposure.

Ideal for: Startups and scale-ups seeking targeted investor connections, mentorship, and hands-on growth programs in a collaborative, founder-focused environment.

Ready to Take Your Business Global?

At Up!Rotterdam, we connect ambitious founders to international programs and trade missions that accelerate their global journey. Interested in joining or learning more? Reach out to us at contact@uprotterdam.com and let’s take your innovation beyond borders.