On 16 June 2025, Trade Promotion Europe held its Annual Conference in Athens, hosted by Enterprise Greece in its role as TPE President. Under the headline “Navigating Trade in Uncertain Times: Strengthening Europe’s Role”, the event brought together over 100 participants from across the European trade promotion ecosystem, including representatives from EU institutions, national and regional Trade Promotion Organisations (TPOs), Agrifood Promotion Organisations (APOs), exporting SMEs, and international bodies.
The conference opened with remarks from Vasso Kyrkou, President of TPE and Director General of Communication, Marketing and Stakeholder Relations at Enterprise Greece, and Dimitris Skalkos, Secretary General for International Economic Affairs at the Hellenic Ministry of Foreign Affairs and Chairman of Enterprise Greece. A video message from Commissioner Apostolos Tzitzikostas (DG MOVE) underscored the strategic link between sustainable transport and trade competitiveness.
Key themes
Across four high-level panels, the conference addressed the evolving challenges and opportunities shaping Europe’s trade agenda:
🌎 Geopolitical tensions and policy adaptation
Moderated by Dr. Marinos Giannopoulos, CEO of Enterprise Greece, this panel featured contributions from DG TRADE, the International Trade Centre, AICEP Portugal, and the Foundation for Economic & Industrial Research. Discussions focused on how Europe’s trade strategies are adapting to external shocks—geopolitical tensions, protectionism, and digital disruption—while maintaining stable policy frameworks and supporting SMEs.
🤖 EU funding opportunities for AI-driven SMEs and startups
Led by Germany Trade & Invest, this session brought together voices from the Hellenic Ministry of Development, the European Investment Fund, Hewlett Packard Enterprise, and innovative startups. The panel explored how AI and deep tech can drive competitiveness, and how EU funding mechanisms can better support SME-led innovation and commercialisation.
🛡️Facilitating European SMEs’ growth in the Defence sector
Moderated by Info Murcia, with insights from DG DEFIS and national defence innovation bodies, this panel examined how SMEs can be better integrated into European defence value chains. Topics included dual-use innovation, funding programmes, and collaboration between research institutes and industry.
🤝Adapting Trade Promotion strategies for a changing world
Enterprise Ireland led a forward-looking discussion with DG GROW, national enterprise agencies, chambers of commerce, and industry leaders. The panel addressed how TPOs must evolve to meet new demands around digitalisation, ESG compliance, and geopolitical risk, highlighting the need for stronger public–private partnerships.
A Strong Signal of EU Engagement
The conference was honoured by the participation of senior representatives from the European Commission, underscoring the strong collaboration between TPE and the EU institutions. Notably, Denis Redonnet, Deputy Director-General for Trade and Economic Security at DG TRADE, and Hubert Gambs, Deputy Director-General at DG GROW, contributed their insights during the panel discussions. Their presence reaffirmed the Commission’s commitment to working closely with national and regional trade promotion organisations to strengthen Europe’s global trade position and support SME competitiveness.
A Collective Vision for European Trade
Closing remarks by Francis Baert, Vice-President of TPE and Chief Strategy Officer at Flanders Investment & Trade, emphasised the importance of collective action among European trade promotion organisations. In today’s complex global environment, TPOs must go beyond promoting trade: they must build resilience, foster agile networks, and proactively shape Europe’s role in international commerce.
This year’s conference reaffirmed the vital role of trade promotion agencies in delivering EU priorities: supporting SME internationalisation, accelerating green and digital transitions, and enhancing Europe’s strategic autonomy. TPE remains committed to working closely with the European Commission to advance these shared goals.
We extend our sincere thanks to Enterprise Greece, all speakers, moderators, and participants for their contributions to this collaborative and forward-looking event. We look forward to continuing this dialogue at the TPE Annual Conference 2026.
You can relive some of the highlights by watching the 🎬recap video here
