Connect with Europe's thriving healthcare sector
The combined EU27 and UK market represents a significant global MedTech opportunity valued at approximately AUD 310 billion, offering both commercial scale and long-term structural stability. As the world's second largest healthcare market, Europe accounts for 30% of global MedTech demand across a population of 520 million people.

Europe’s importance is further reinforced by strong structural growth drivers. An ageing population, with more than 20% aged over 65, is increasing demand for healthcare technologies and services. At the same time, advances in diagnostics, imaging and precision medicine are accelerating science-driven growth, while healthcare systems continue shifting towards digital, decentralised and value-based care models.

The region also offers comparatively stable market conditions for MedTech companies. Healthcare systems are predominantly publicly funded, accounting for around 70 to 80% of spending, providing consistent demand and established procurement environments. Mature reimbursement systems, well-defined regulatory pathways under the EU MDR framework, and a stable political environment support greater market certainty and long-term planning.

Beyond its commercial potential, Europe is also a major industrial and scientific powerhouse in MedTech. The region contributes approximately 25 to 30% of global MedTech production and 22% of global scientific research output. Its network of leading university hospitals and high-impact key opinion leaders continues to shape clinical guidelines, research translation and healthcare innovation globally.

Germany

• Europe's number 1 market and the world’s 3rd largest medical device market
• structured medical devices reimbursed under the federal government-controlled healthcare system provided stability
• high healthcare standards and digital transformation, generating opportunities for advanced medical innovations 
• sociodemographic driven growing demand for home-visit nursing care services.

Medica provides a key platform to access this opportunity, connecting Australian exporters directly with regional distributors, buyers, and partners across Europe with Germany at its centre.   

Why you should participate

What started small over 50 years ago, Medica is now the leading international tradeshow for medical technology and healthcare. Attended by over 75,000 visitors from 165 countries, this annual event offers unique access to global partners / buyers covering the entire value chain of the medical technology sector. Medica is more than a tradeshow. It is a gateway to global growth and long-term industry connections.

Exhibitors represent solutions across the life sciences sector, including:

• clinical diagnostics & therapeutic technologies 
• digital medicine, data & AI 
• integrated care, rehabilitation & homecare
• healthcare infrastructure, manufacturing & quality
• healthcare systems, educational & global health

Austrade and the MTAA are proud to host the team Australia Pavilion at this year’s event, providing a dedicated platform for Australian digital health and medtech to showcase their products on the global stage. Participating exhibitors will benefit from global market exposure, brand elevation, partnership and collaboration opportunities, Austrade’s on‑the‑ground support and market expertise, while gaining direct access to buyers, distributors, and partners in one of the world’s largest and fastest‑growing medical device markets.

Team Australia's presence at MEDICA 2026 is supported by the Accessing New Markets Initiative (ANMI). ANMI is a $55 million program helping Australian businesses diversify and grow their exports, designed and jointly delivered by Austrade and industry.