California State Trade Expansion Program (STEP)

All Energy Australia
2025-10-29 - 2025-10-30 | Melbourne, Australia
The California Governor’s Office of Business and Economic Development (GO-Biz) will support up to 5 California small businesses. Eligible businesses will receive up to $5,000 of STEP funding support to subsidize their booth cost at All Energy Australia.
Apply for the program here.

Beauty and Wellness Brand Building: Middle East Export Training
2025-09-15 - 2025-12-08 | Saudi Arabia, United Arab Emirates, Kuwait, Qatar, Bahrain, Oman
LAUNCH YOUR BEAUTY OR WELLNESS BRAND INTO THE MIDDLE EAST
The California Governor’s Office of Business and Economic Development (GO-Biz) is offering an export training program to up to 20 eligible California small beauty or wellness businesses focused on the Middle Eastern markets with renowned international beauty brand consultancy Bespoke Advantage. Learn what it takes to export your brand into the Middle East!
COST
The cost to participate is $250 per company.
WHY PARTICIPATE
The Middle East is one of the fastest growing and most beauty and wellness conscious markets, a dynamic and lucrative landscape to accelerate your growth.
Home to a young and affluent population who appreciate luxury and innovation, consumers in the UAE, Saudi Arabia, and Kuwait are highly engaged with global beauty and wellness trends tailored to meeting their specific needs. Personal grooming and self-care drive growth and demand for skincare, haircare, wellness, and cosmetic products. The region is a strong e-commerce market, influencer-driven, and supported by government initiatives for entrepreneurship and female empowerment.
The region offers a low saturation in comparison to other markets, and its strategic geographical position enables beauty brands to service both the Asian and the European markets effectively. This is an ideal market to scale your brand.
OVERVIEW OF PROGRAM
An overview of the Middle East region and what you need to consider when entering as a beauty or wellness brand. This training will be run from September – December 2025, online.

The program is delivered live as 4 x 3-hour training modules, and supported by relevant course materials.
The program is recorded and companies will be able to access the materials via a separate website.
Each company will receive a 30-minute meeting to discuss their brand for the GCC region, with Janet Milner-Walker, founder and managing director for Bespoke Advantage.

Module One: Welcome to the GCC Beauty Market

The GCC Region (Bahrain, Kuwait, Qatar, Saudi Arabia, Oman, and the UAE)
Beauty and wellness trends driving growth in the GCC region
Cultural awareness and ways of doing business in the GCC region

Module Two: Routes to Market

Key players and distribution channels (online, retail, professional)
Product and pricing considerations for the GCC
Logistics, customs, leveraging trade incentives (free trade zones, trade agreements)

Module Three: Marketing and PR

Positioning your brand for the GCC region (products, packaging, marketing materials)
How to build your go-to-market strategy
Marketing your brand in the GCC (PR, social media, tradeshows, awards)

Module Four: Operational Considerations

Regulatory and compliance (product registration)
Legal considerations (contracts and IP)
Ways to achieve success

PARTICIPATION REQUIREMENTS
Companies must meet the following eligibility requirements:

Legally incorporated in California in the cosmetics (skincare, cosmetics, haircare, fragrance, body care, and wellness) sector in the United States.
Have significant operations in California
Meet the Small Business Administration’s small business size standards
Been in operation for at least one year
Export goods with at least 51% US content
Registered to do business in California
Have products readily available for sale and export

Working with Bespoke Advantage
Janet Milner-Walker is the founder and managing director of Bespoke Advantage, and BeautytoLife. She is an international speaker, a trusted advisor, and a freelance writer and has firsthand-experience of working with leading retailers and beauty brands in the Middle East.
Bespoke Advantage is a London based international beauty brand consultancy. As a team of experts, associates, and business partners they in supporting clients – award-winning entrepreneurs, well established beauty and wellness businesses, retailers, investors, trade bodies, and embassies – in developing and growing their brands across the beauty and wellness marketplace.
Dates for program

Module One – 17th September 2025 – 9am – 12pm PST – 3 hours (5 – 8pm GMT)
Module Two – 8th October 2025 – 9am – 12pm PST – 3 hours (5 – 8pm GMT)
Module Three – 5th November 2025 – 9am – 12pm PST – 3 hours (5 – 8pm GMT)
Module Four – 10th December 2025 – 9am – 12pm PST – 3 hours (5 – 8pm GMT)

Download the flyer for more information.
Apply for the program here.

Thailand Medical Fair
2025-09-09 - 2025-09-12 | Bangkok, Thailand
GO-Biz invites California small businesses focused on diagnostic, pharmaceutical, and medical device manufacturers interested in Southeast Asia to apply to exhibit in the California Pavilion at Thailand Medical Fair from September 9-12, 2025.
Download our flyer for more information.
Please apply on the STEP Portal.

Green Expo
2025-09-02 - 2025-09-04 | Mexico City, Mexico
The California Governor’s Office of Business and Economic Development (GO-Biz) invites California small businesses to exhibit within the California Pavilion at the 2025 Green Expo in Mexico City. California businesses that qualify for funding are eligible to participate at a significantly reduced cost. California companies with environmental solutions looking to expand to Mexico are highly encouraged to apply to join our pavilion!
GREEN EXPO supports the development of clean, renewable, and efficient systems in Mexico. The shows coincides with AquaTech and Intersolar under one roof to bring together industry leaders in environmental management, water technology, solar, and wind energy.
Who Should Attend? California small businesses with solutions in:

Recycling Solutions (waste collection, treatment, disposal, etc.)
Cogeneration, trigeneration, microgeneration
Hazardous Waste Management (collection and disposal)
Sustainable Construction (recycled bldg materials, sensors, smart grid, etc.)
Biosmass (green hydrogen, bio products/materials/chemicals/ plastics, fibers, etc.)
Eco Innovation (R&D&I, scientific application testing, tech platforms, AI, etc.)

Co-Exhibition Fee: $2,000 USD (collected after your application is reviewed and accepted)
California Pavilion Benefits:

Turn-key booth within the California Pavilion
Basic furniture, graphics printing, & power access
Two Company Exhibitor Badges (more available for purchase)
Company trade show registration fees
Company entry in the official Exhibitor Catalogue
Listing in the printed directory
Support from GO-Biz and the U.S. Commercial Service Mexico City
Visibility to visiting delegations
Access to an industry Market Briefing

Learn More: Please see the event flyer for further details.
Event registration contact: Diana.Dominguez@gobiz.ca.gov
Register here. To register, select STEP Event as the application type; then select “GreenExpo Mexico 2025” from the drop-down menu.
Registration deadline: August 1, 2025 (or until spaces are filled)

AquaTech
2025-09-02 - 2025-09-04 | Mexico City, Mexico
The California Governor’s Office of Business and Economic Development (GO-Biz) invites California small businesses to exhibit within the California Pavilion at the 2025 AquaTech Tradeshow in Mexico City. California businesses that qualify for funding are eligible to participate at a significantly reduced cost. California companies with water technology solutions looking to expand to Mexico are highly encouraged to apply to join our pavilion!
Water is one of Mexico’s greatest challenges.
The National Water Program, led by CONAGUA, focuses on ensuring access to clean water and sanitation—especially for vulnerable communities—while promoting efficient water use across key industries. The plan also aims to strengthen water management, protect basins and aquifers, and reduce risks from floods and droughts.
AQUATECH EXPO.
Get to know the Mexican water market. Find new partners, distributors, and import opportunities. Meet thousands of industry professionals in just three days. Establish profitable business relationships, exchange ideas and expand your knowledge. The shows coincides with GreenExpo and Intersolar under one roof to bring together industry leaders in environmental management, water technology, solar, and wind energy.
Who Should Attend? California small businesses with solutions in:

Water treatment
Waste water treatment
Process control and process automation technology
Point of use
Transport and storage

Co-Exhibition Fee: $2,500 USD (collected after your application is reviewed and accepted)
California Pavilion Benefits:

Turn-key booth within the California Pavilion
Basic furniture, graphics printing, & power access
Two Company Exhibitor Badges (more available for purchase)
Company trade show registration fees
Company entry in the official Exhibitor Catalogue
Listing in the printed directory
Support from GO-Biz and the U.S. Commercial Service Mexico City
Visibility to visiting delegations
Access to an industry Market Briefing

Learn More: Please see the event flyer for further details.
Event registration contact: Diana.Dominguez@gobiz.ca.gov
Register here. To register, select STEP Event as the application type; then select “AquaTech Mexico 2025” from the drop-down menu.
Registration deadline: August 1, 2025 (or until spaces are filled)

Health Tech in Southeast Asia Export Training
2025-08-13 - 2025-09-06 | Virtual
The California Governor’s Office of Business and Economic Development (GO-Biz), in partnership with Orissa International, invites eligible California-based Healthtech companies to join an export training and business pitching program designed to help them expand into Southeast Asia’s fast-growing healthcare sector. This comprehensive, result-driven export promotion program is fully funded by GO-Biz for California companies that meet the required criteria.
Click HERE to download the flyer.
Apply for the Program HERE.

Paris Air Show
2025-06-15 - 2025-06-20 | Paris, France
GO-Biz invites California small businesses focused on aerospace and defense to apply to exhibit in the California Pavilion at the Paris Air Show, the world’s largest aerospace and defense trade show from June 15-20, 2025. Programming includes networking opportunities, a welcome dinner, and private bus transportation from downtown Paris to the show.
Please see the flyer for additional information.

Global Energy Show
2025-06-10 - 2025-06-12 | Calgary, Canada
The California Governor’s Office of Business and Economic Development (GO-Biz) will host a California Pavilion at the 2025 edition of Global Energy Show Canada. GO-Biz invites California businesses interested in the Canadian energy market to join our pavilion to showcase their innovative tech and solutions!

Please see the flyer for additional information.

Infosecurity Europe
2025-06-03 - 2025-06-05 | London, UK
Infosecurity Europe is one of the premier trade shows on information security globally with over 6,000 attending companies. GO-Biz is awarding up to 8 STEP-eligible California information security companies with $5,000 in individual reimbursement to offset exhibiting costs at the show. View the flyer.
For Details and Registration: Learn More

Genomic & Genetic Technologies Trade Mission
2025-05-19 - 2025-05-23 | Greece, Turkey, Italy
The California Governor’s Office of Business and Economic Development (GO-Biz) is considering supporting California small businesses in the following sectors to participate: Next Generation Sequencing (NGS) R&D and test kit development, Whole Genome Sequencing (WGS), Whole Exome Sequencing (WES), Bioinformatics, Proteomics, RNA Therapeutics, Molecular Cytogenetics, Molecular Genetics, Cancer Genetics, Pharmacogenetics, Rare Diseases, Pre-natal Genetic Disorders, and Preimplantation Genetic Testing (PGT) for In-Vitro Fertilization.
Learn more about the Trade Mission.

Trade Winds 2025
2025-04-03 - 2025-04-11 | Brasil, Colombia, Uruguay, Argentina, Chile
The California Governor’s Office of Business and Economic Development (GO-Biz) will be supporting 8 California small businesses in attending the US Commercial Service’s premier business development conference and business matchmaking sessions. The chosen California small businesses will receive $1,000 in STEP grant funding to offset Trade Winds participation fees.
Event Flyer

Avalon Airshow 2025
2025-03-25 - 2025-03-28 | Geelong, Victoria, Australia
The California Governor’s Office of Business and Economic Development (GO-Biz) will host a California Pavilion at the 2025 edition of the Avalon Australia Airshow. GO-Biz invites California small businesses interested in the Australian aerospace, aviation, maritime, defense and security market segments to join our pavilion to showcase their innovative tech and solutions!

Please review the flyer to learn more about the California Pavilion benefits.

The AVALON 2025 Australian International Airshow and Aerospace & Defense Exposition is a global business, defense, and public event, attracting senior civil aviation, aerospace, space and defense industry, military and government decision-makers from around the world.

AVALON 2025 will be a platform for industry at all levels to promote to customers, partners and suppliers, providing unrivaled access to the region’s aviation, aerospace, defense and space community. The show is comprised of a range of indoor and outdoor display options, air display flights and promotional opportunities, and more.

SPOTLIGHT: Australia Strategic Defense Review
On April 24,2023, the Australian government released the Strategic Defence Review (SDR), an update to the 2016 Defence White paper charting the course of the Australian Defence Force as they upgrade, expand and shape their defense for the next several decades. Australia must enhance their Navy’s lethality – including through its surface fleet and conventionally-armed, nuclear-powered submarines – underpinned by a continuous naval shipbuilding program.

With this directive, Australia will continue to be in the Maritime/Defense spotlight for the foreseeable future as AUKUS continues to play a major role as explained in the SDR including the expansion of maritime and defense opportunities for US companies seeking sales and partnerships in Australia. This inclusive document offers an executive briefing which can be found on pages 18-21.

Cosmoprof Bologna
2025-03-20 - 2025-03-23 | Bologna, Italy
GO-Biz invites California small businesses focused on beauty and wellness to apply to exhibit at the Cosmoprof Bologna in the California Pavilion. The participation fee is $2,500 and includes a turn-key booth, branding, power access, 2 exhibitor badges, company trade show registration fee, social media marketing, digital directory listings, and access to conference

Please see the flyer for further details.

AGHA Australia
2025-02-15 - 2025-02-18 | Sydney, Australia
GO-Biz invites California small businesses focused on the retail and design sectors to apply to exhibit in the USA Pavilion at AGHA Australia from February 15-18, 2025.
Please review the flyer to learn more.

Expo Manufactura
2025-02-10 - 2025-02-13 | Monterrey, Mexico
The California Governor’s Office of Business and Economic Development (GO-Biz) will host a California Pavilion at the 2025 edition of Expo Manufactura. GO-Biz invites California businesses with smart and sustainable manufacturing solutions interested in the Mexican market to join our pavilion to showcase their innovative tech and solutions!

Download our flyer for more info.
Register your interest! Participation will be reserved for vetted professionals only. Interested companies must first register their interest with GO-Biz. We encourage companies to apply ASAP as the show is nearly sold out.

Arab Health
2025-01-27 - 2025-01-30 | Dubai, UAE
GO-Biz invites California small businesses focused on healthcare and medical technology to apply to exhibit in the California Pavilion at Arab Health from January 27-30, 2025.
Please review the flyer to learn more.

Global Diversity Export Initiative (GDEI) Trade Mission to Saudi Arabia
2024-12-08 - 2024-12-09 | Riyadh, Saudi Arabia
The California Governor’s Office of Business and Economic Development (GO-Biz) is supporting up to three California women-owned small businesses to participate in the U.S. Department of Commerce’s Trade Mission to Saudi Arabia from December 8-9, 2024.
View the flyer.

Global Diversity Export Initiative (GDEI) Trade Mission to the Caribbean
2024-11-17 - 2024-11-24 | Santo Domingo, Dominican Republic
The California Governor’s Office of Business and Economic Development (GO-Biz) invites California small businesses in the following sectors to participate: automotive parts and services, consumer goods, construction equipment/road building machinery/building products/infrastructure projects, medical equipment and pharmaceuticals, ICT, energy equipment and services, safety and security equipment, hotel and restaurant equipment, franchising, manufacturing equipment, yachting/maritime services/sailing equipment, marine ports, aviation/airports, tourism and related construction, waste management, and water treatment and supply. Registered companies will be among the first notified when the application opens.
Please review the flyer to learn more.

Cosmoprof Asia Hong Kong Exhibition
2024-11-12 - 2024-11-14 | Hong Kong, China
The California Governor’s Office of Business and Economic Development (GO-Biz) invites California small businesses focused on all sectors of the beauty industry to participate in the California pavilion. Companies will attend the Cosmoprof Asia Hong Kong Exhibition, receive business-to-business matchmaking support, and attend a networking reception.
Please review the flyer to learn more.

Rebuild Ukraine
2024-11-11 - 2024-11-15 | Warsaw, Poland
The California Governor’s Office of Business and Economic Development (GO-Biz) invites California small businesses focused on energy, construction, and technology to participate in the California trade mission to Warsaw, Poland. Companies will attend the ReBuild Ukraine tradeshow, receive business-to-business matchmaking support, and attend a networking reception with Ukrainian and Polish business leaders. California small businesses that qualify for STEP funding are eligible to participate for a significantly reduced participation fee of $3,500.
Please see the event flyer for further details.
Contact: Patricia.Utterback@gobiz.ca.gov

Africa Health
2024-10-22 - 2024-10-24 | Cape Town International Convention Centre, Cape Town, South Africa
The California Governor’s Office of Business and Economic Development (GO-Biz) is awarding up to 3 STEP-eligible California health and medical technology companies with $5,000 in export vouchers to offset exhibiting costs at the show.
Please see the event flyer for further details.
Contact: Patricia.Utterback@gobiz.ca.gov

Japan International Aerospace Exhibition
2024-10-16 - 2024-10-18 | Tokyo, Japan
The California Governor’s Office of Business and Economic Development (GO-Biz) invites California small businesses focused on aviation, space, and defense technology to participate in the California Pavilion at the Japan International Aerospace Exhibition. Participating companies will receive access to a turnkey booth, direct assistance from GO-Biz and the U.S. Commercial Service throughout the show, business-to-business matchmaking support, and a networking reception.
Please see the flyer for additional details.

Industrial Transformation Mexico
2024-10-08 - 2024-10-11 | Leon, Guanajuato, Mexico
The California Governor’s Office of Business and Economic Development (GO-Biz) is organizing a California Pavilion at Industrial Transformation Mexico 2024 (ITM24). California companies specializing in Industry 4.0 applications and seeking export opportunities to Mexico are encouraged to register their interest. GO-Biz will support up to eight California businesses to participate in a series of business meetings with industry organizations in León, Guanajuato, as well as in the tradeshow exhibition at ITM24.
Please review the flyer to learn more.

2024 Green Expo
2024-09-03 - 2024-09-05 | Mexico City, Mexico
The California Governor’s Office of Business and Economic Development (GO-Biz) invites California small businesses to register their interest to exhibit within the California Pavilion at the 2024 Green Expo / AquaTech / Intersolar Tradeshow in Mexico City. California businesses that qualify for funding are eligible to participate at a significantly reduced cost.
GREEN EXPO / AQUATECH / INTERSOLAR 2024 EXPO’s support the development of clean, renewable, and efficient systems in Mexico. The shows coincide along one another under one roof to bring together industry leaders in environmental management, water technology, solar and wind energy.
Please see the event flyer for further details.
Event registration contact: Diana.Dominguez@gobiz.ca.gov
Registration deadline: July 12, 2024

Farnborough International Airshow
2024-07-22 - 2024-07-26 | Farnborough, United Kingdom
The California Governor’s Office of Business and Economic Development (GO-Biz) invites California small businesses to participate in the Farnborough International Airshow. California small businesses that qualify for STEP funding are eligible to participate for a significantly reduced participation fee of $6,700.
Review the flyer to learn more.
Contact Patricia.Utterback@gobiz.ca.gov

2024 Singapore ICT Mission
2024-05-27 - 2024-05-30 | Singapore
The California Governor’s Office of Business and Economic Development (GO-Biz) is supporting 2-3 California small businesses(depending on funding availability) to participate in the ICT Business Development Mission to Singapore. The event is organized by the U.S. Department of Commerce International Trade Administration. STEP-eligible businesses will receive a $2,400 discount on the participation cost. Companies seeking STEP funding support must submit a STEP Event Application and Trade Mission Application before the deadline for approval.
Participating businesses will have opportunities to take part in Asia Tech x Singapore 2024 – Asia’s flagship tech event (May 29-31, 2024). Gain market insights, make industry and government contacts, solidify business strategies, and advance specific projects. Learn about Singaporean market priorities, policy and regulatory changes, projects, and business opportunities, as well as strategies to navigate the business climate in Singapore. Participate in one-on-one business appointments with pre-screened potential buyers, agents, distributors, or joint venture partners in Singapore.
Please see the event flyer for further details.
STEP event registration contact: Henan Li
Registration deadline: Jan.31st, 2024

Trade Winds 2024
2024-05-09 - 2024-05-17 | Denmark, Romania, Turkey, Poland and Italy
The California Governor’s Office of Business and Economic Development (GO-Biz) will be supporting 5 California small businesses in attending the US Commercial Service’s premier business development conference and business matchmaking sessions. The chosen California small businesses will receive $1,000 in STEP grant funding to offset Trade Winds participation fees.
Apply Here

Hannover Messe 2024
2024-04-22 - 2024-04-26 | Hanover, Germany
The California Governor’s Office of Business and Economic Development (GO-Biz) invites California small businesses that specialize in Renewables and Distributed Generation; Sustainability, Resource Efficiency, and Circular Economy; Digital Energy Management and AI; Energy Efficiency, Consulting and Services; and Mobility to apply to be part of the California delegation to Hannover Messe 2024. California small businesses that qualify for STEP funding are eligible to participate at a significantly reduced cost.
Review the flyer to learn more.
Contact Patricia.Utterback@gobiz.ca.gov

FIDAE 2024 Trade Show
2024-04-09 - 2024-04-14 | Santiago, Chile
Join the California Pavilion at the 202 FIDAE Airshow! The California Governor’s Office of Business and Economic Development (GO-Biz) invites interested California small businesses to exhibit under the California Pavilion within the USA Pavilion at Airshow. California small businesses that qualify for STEP funding are eligible to participate at a significantly reduced cost. FIDAE provides significant sales opportunities for California businesses seeking to enter the Chilean aerospace and defense market.
FIDAE brings together all organizations involved in Chile’s National Space System. This is a multi-sectoral trade show covering: Civil & Commercial Aviation, Defense, Airport Equipment & Services, Homeland Security, Aircraft Maintenance & Space Technology, RPAS/UAV & Cybersecurity.
The California STEP Program will support up to six STEP eligible California small businesses to participate in the Pavilion. Review the flyer learn more.
Contact for the STEP program/California Pavilion: Diana Dominguez
Contact for the A&D Market Intelligence: EJ Richardson
Contact for the Exhibitor Registration: Nicole Sherwood
Review the flyer to learn more.
Contact Diana Dominguez

Chile FIDAE
2024-04-07 - 2026-04-12 | Santiago, Chile
FIDAE provides significant sales opportunities for California businesses seeking to enter the Chilean aerospace and defense market. Join the California Pavilion at the 2026 FIDAE Airshow! The California Governor’s Office of Business and Economic Development (GO-Biz) invites interested California small businesses to exhibit under the California Pavilion within the USA Pavilion at Airshow. California small businesses that qualify are eligible to participate at a significantly reduced cost.
FIDAE brings together all organizations involved in Chile’s National Space System. This is a multi-sectoral trade show covering: Civil & Commercial Aviation, Defense, Airport Equipment & Services, Homeland Security, Aircraft Maintenance & Space Technology, RPAS/UAV & Cybersecurity.
The California STEP Program will support up four STEP eligible California small businesses to participate in the Pavilion. Review the flyer to learn more.
Contact for the STEP program/California Pavilion: Diana Dominguez
Contact for the Exhibitor Registration: Kevin Tighe
