Message to ITS start-ups: get yourselves to Intertraffic Amsterdam 2024

ITSUP spotlights young companies to potential partners, customers and investors
Mobility as a Service / February 8, 2024
By Adam Hill
Start-ups technology innovation Swarco Intertraffic (image: RAI Amsterdam)
ITSUP: where start-ups come to make connections (image: RAI Amsterdam)

Intertraffic is inviting start-up companies in the transportation and mobility space to join its showcase ITSUP at Intertraffic Amsterdam 2024, which takes place from 16-19 April.

Sponsored by Swarco, ITSUP is designed to allow young companies to show off their solutions to traffic technology professionals, investors and potential partners.

Go to for details of how to sign up.

"ITSUP is a massive opportunity for start-ups," says Joyce de Winter, exhibition director of Intertraffic. "With the smart mobility start-up ecosystem on the rise, many companies are eager to collaborate with innovative ventures, making ITSUP an invaluable platform for exploration.”

All participating start-ups are offered the opportunity to pitch their product or solution in the dedicated ITSUP area at Intertraffic Amsterdam.

Pitches will be judged on clarity and structure, market potential, innovation and differentiation, and the extent to which the solution contributes to smart, safe, and sustainable mobility for all. The winner of the pitch competition will receive a free booth at Intertraffic Amsterdam 2026 - and Swarco will support the winner moving forward.

Start-ups will have the opportunity to take part in both the ITSUP Challenge and the Pitch Competition. 

“We know the fresh ideas and often unconventional approaches of start-ups can give a push to innovation in the road safety and ITS sectors”, says Swarco corporate spokesman Richard Neumann. 

“As an established player in the industry and exclusive sponsor of ITSUP, we help the newcomers to the world’s leading traffic technology show to get a platform for matchmaking and opinion exchange, opening up opportunities for further cooperation in innovation projects in the future.”


What is the ITSUP Challenge?

The challenge is geared towards fostering collaboration among diverse start-ups and directly involving cities in the equation. The spotlight of this year's challenge shines on two pivotal themes: sustainability and road safety.

ITSUP participants will produce a Proof of Concept (PoC) during Intertraffic Amsterdam. Swarco’s industry experts will be on hand to guide them through the matchmaking and development phases. Each start-up will have the opportunity to present their ideas and engage with the needs and challenges presented by cities acting as launching customers.

The winning concept will transition from the drawing board to the streets, with the coaching and support of Swarco for future developments. The primary challenge for participating startups lies in strategically aligning the puzzle pieces, unlocking the value of collaboration, and ensuring that the advances in ITS benefit us all. 

For more information on companies in this article