[PRESSWIRE] Riga, Latvia, 7–9 July 2026 — Europe’s most promising young entrepreneurs will descend on Riga this July for GEN-E 2026, the continent’s largest youth entrepreneurship festival and annual European championship by Junior Achievement Europe. As the EU doubles down on skills development, digital innovation and economic resilience, GEN-E arrives at exactly the right moment, putting youth-led ventures and future-ready talent front and centre. The teams gathering in Riga are the finalists of more than 400,000 young entrepreneurs across Europe, and the most likely precursors of the next EU Inc.

Bringing together participants from more than 40 countries, the event demonstrates how hands-on entrepreneurial learning translates into measurable, real-world impact: new businesses, scalable solutions and the kind of skills Europe’s economy urgently needs.

This year’s edition marks the sixth GEN-E event and the first ever hosted in Latvia – a milestone that underscores the Baltic region’s growing prominence in Europe’s innovation landscape.

From classroom to competition: building the skills Europe needs

Every year, more than 7.5 million young people across Europe begin their entrepreneurial journey through JA programmes, gaining hands-on experience in creativity, problem-solving, financial literacy and collaboration. GEN-E is where the best of that journey comes to life.

JA doesn’t just teach entrepreneurship but sets young people up for life. Perhaps no alumna illustrates this better than Roberta Metsola, President of the European Parliament, who participated in the JA company program during her secondary school years in Malta.

In 2026, the top teams will compete in Riga — national champions and European award recipients drawn from upper secondary and university level showcasing their innovative startup solutions. Together, they represent the breadth and quality of youth entrepreneurship flourishing across the continent.

Startups solving Europe’s biggest challenges

The ventures on show at GEN-E are not just impressive student projects — they are tangible responses to the challenges shaping Europe’s future. Competing teams tackle sustainability and the circular economy, artificial intelligence, health and inclusive technologies, energy and climate solutions, and consumer products with genuine social impact, many of them speaking directly to Europe’s green and digital transition priorities.

These are not ideas waiting to be developed. They are already in motion, built by young people who see problems and act.

GEN-E combines live, on-site competition with a broad digital reach.

In Riga, participants will pitch to international juries and industry leaders, take part in high-energy formats such as Get in the Ring pitch battles, exhibit through the GEN-E virtual expo and forge cross-border connections with peers, investors and partners.

Key moments of the event will be livestreamed via the official website. On 8 July, audiences can follow the opening session, and stage presentations live; on the evening of 9 July, the Gala Awards ceremony will bring the competition to a close. Whether on the ground in Riga or tuning in from anywhere in Europe, GEN-E is built to be experienced by all.

Discovering Latvia and Riga

Beyond the competition, GEN-E 2026 will offer participants an opportunity to discover Latvia and its capital city, Riga. Known as the largest city in the Baltics, Riga combines a rich cultural heritage with a modern and rapidly developing innovation ecosystem. The city is home to a UNESCO World Heritage-listed Old Town, one of the world’s finest collections of Art Nouveau architecture, vibrant cultural life and extensive green spaces, all located within easy reach of the Baltic Sea coastline.

For international visitors, GEN-E will provide a unique opportunity to experience Latvia as a safe, modern and easily accessible destination for tourism, innovation, investment and international events.

GEN-E 2026 will be attended by senior Latvian officials, including Baiba Braže, Minister of Foreign Affairs, Viktors Valainis, Minister of Economics, and Viesturs Kleinbergs, Mayor of Riga — underscoring Latvia’s commitment to youth entrepreneurship at the highest levels of government.

In the words of Glenn Micallef, European Commissioner for Intergenerational Fairness, Youth, Culture and Sport, at the virtual opening of GEN-E 2026:

“GEN-E is about you, your ideas, your energy and your vision for the future. This year’s theme, ‘Beyond Borders,’ reflects your generation’s instinct to connect, collaborate and build across cultures. The projects you are presenting are the beginnings of tomorrow’s Made in Europe innovations — so be bold, think beyond borders and continue turning your ideas into real impact. Europe’s future is not something that is distant; it is already being built by you.”

“Every year, GEN-E brings together the most innovative youth entrepreneurs from across Europe — young people who are already turning ideas into real ventures and real impact. This year’s theme, ‘Beyond Borders,’ reflects exactly what entrepreneurship is about: collaboration, creativity, and the courage to build something new together across countries for a stronger Europe” said Salvatore Nigro, CEO of JA Europe.

“It is a real pleasure to welcome the entire JA Europe community to Latvia. From 7 to 10 July, Riga will host hundreds of young entrepreneurs from across Europe — bringing together the most innovative student companies, educators, and partners for several days of inspiration, competition, and collaboration. Riga has always been a crossroads of ideas and cultures — and we are proud that it will now become the home of GEN-E 2026,” said Jānis Krievāns, CEO of JA Latvia.

About #GEN_E

GEN-E is Europe’s largest entrepreneurship festival for young people and the annual European championship of Junior Achievement Europe. It brings together top student businesses, university startups, educators, policymakers and business leaders to celebrate innovation and support the next generation of entrepreneurs. https://gen-e.eu/

About JA Europe

JA Europe is the largest and leading organisation in Europe dedicated to inspiring and preparing young people to succeed. For over 100 years, JA Worldwide has delivered hands-on, experiential learning in entrepreneurship, work readiness, and financial health. In the last school year, the JA Europe network in over 40 countries provided over 7.5 million learning experiences for youth in online, in-person and blended formats, the organisation provided over 95,000 teaching experiences and 86,000 volunteering and mentoring experiences.

For additional information please contact Irina Ilieva — Head of Communications, Marketing and Policy, JA Europe at irina@jaeurope.org

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