Intertraffic Amsterdam and SWARCO supporting start-ups

The huge Intertraffic event for highways and transport professionals in Amsterdam this April will be promoting industry start-ups, thanks to the support of one of the continent’s biggest multinational traffic firms, SWARCO.

ITSUP is the exclusive platform for start-up exposure at Intertraffic Amsterdam, described by the organisers as tailor-made for startups to showcase their solutions to a high-quality audience of traffic technology professionals, investors, and potential partners. ITSUP and Intertraffic Amsterdam take place from 16 – 19 April 2024 at RAI Amsterdam.

ITSUP will take centre stage at Intertraffic in a dedicated area, featuring an open stage and a networking corner, along with opportunities for live demonstrations in and around RAI Amsterdam. Participating startups will have the opportunity to take part in both the ITSUP Challenge and the Pitch Competition.

Once again, market leading company Swarco AG is the driving force behind ITSUP. “We know the fresh ideas and often unconventional approaches of startups can give a push to innovation in the Road Safety and Intelligent Transport Systems 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.”

Joyce de Winter, Exhibition Director of Intertraffic, emphasizes the significance of the link between a company’s brand and innovation in today’s landscape. She states, “ITSUP is a massive opportunity for startups. With the smart mobility startup ecosystem on the rise, many companies are eager to collaborate with innovative ventures, making ITSUP an invaluable platform for exploration.”

The challenge is geared towards fostering collaboration among diverse startups and directly involving cities in the equation. The spotlight of this year’s challenge shines on two pivotal themes: sustainability and road safety, specifics will be further defined by Swarco and selected cities of their network. Under either or both of these themes, ITSUP participants are called upon to craft a Proof of Concept during Intertraffic Amsterdam. Swarco’s industry experts will be on hand to guide them through the matchmaking and development phases. Each startup 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 advancements in Intelligent Transportation Systems (ITS) benefit us all. The road ahead involves a dynamic blend of innovation, partnership, and shared progress.

All participating startups are offered the opportunity to pitch their product/solution in the ITSUP arena. The 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. The participation criteria and registration form can be found on

Intertraffic Amsterdam is the leading global gathering for the traffic technology and mobility sector. The 2024 edition is set to be the biggest edition to date with over 900 exhibiting public and private organisations exhibiting in 13 halls. The Intertraffic Summit & Demonstration Programme with 110 sessions is incorporated into the event floor. 35,000 industry professionals and representatives from cities and regions from some 140 countries are expected.

Highways News will be reporting from Intertraffic Amsterdam with daily Highways Voices podcasts sponsored by SWARCO.

(Picture – Intertraffic)


Related Stories


All the latest highways news direct to your inbox every week day

Subscribe now