Until January 10, the new edition of CES, the world's largest electronics and technology trade show, which plays a very important role in highlighting products and services worldwide, is being held in Las Vegas. Italy has already been participating in this event for years thanks to the efforts of ICE - Agency for the Promotion Abroad and Internationalization of Italian Companies - and Area Science Park, a national public research organization based in Trieste, but this edition marks a definite leap forward in the formula adopted. The number of selected startups, 46, has remained stable and the Italian pavilion is still within Eureka Park, the area dedicated to innovative startups, but the program is richer and more articulated than in the past, with a focus on themes ranging from AI to automotive, via smart mobility and women's entrepreneurship. The Italy Arena is a space designed to host thematic panels, debates and pitching sessions. Here, Italian startups will have the opportunity to present their projects to an international audience of investors, industry experts and stakeholders.