Arspectra’s Arab Health outing: early international traction from an EIC-backed presence
- ›Luxembourg-based Arspectra used EIC support to exhibit at Arab Health 2023 under the Overseas Trade Fairs programme.
- ›The company reports new distribution and technology partnerships that broaden its reach into the Middle East and other markets.
- ›Arspectra says local partnerships and attention to regulatory and commercial differences were decisive for trade fair success.
- ›The EIC trade fairs programme offers coaching, matchmaking and on-site services to EIC awardees but measurable commercial conversion requires sustained follow-up.
Arspectra’s Arab Health outing: early international traction from an EIC-backed presence
Arspectra, a Luxembourg start-up developing augmented reality glasses and clinical visualisation tools, credits the European Innovation Council support for amplifying its presence at Arab Health 2023. Exhibiting in the EU Pavilion and participating in the EIC Overseas Trade Fairs Programme 2.0 gave the company exposure to new commercial and technological partners in the Middle East. The company reports that the event produced a pipeline of distribution and technology collaborations that could extend the firm beyond its initial European and American focus. The claims are consistent with typical trade fair outcomes but require later verification through signed contracts and revenue growth.
What took place at Arab Health 2023
Arab Health is one of the world’s largest healthcare trade events. The 2023 edition gathered a broad international audience and provided a marketplace for medical technologies, devices and services. Arspectra exhibited under the EU Pavilion with support from the EIC programme. The company used the event to test market interest in the Middle East, initiate business conversations, and explore distribution and technology partnerships.
| Event | Attendance and exhibitors | Relevance |
| Arab Health 2023 | Almost 60 000 attendees and more than 4 000 exhibitors from 163 countries | Major global healthcare trade fair offering access to regional buyers and clinical stakeholders |
Business impact reported and a cautious reading
Cedric Spaas, General Manager of Arspectra, described Arab Health as an important step to evaluate demand outside the company’s initial target markets. He said the event opened doors to distribution and technological collaborations that could expand Arspectra’s reach in the Middle East and beyond. Those are material outcomes for an early stage company but they are preliminary. Trade fairs commonly produce leads, memoranda of understanding and pilot agreements. Converting leads into durable revenue and regulatory-compliant market access often takes many months to more than a year.
How the EIC trade fairs programme supported participation
Arspectra participated as part of the EIC Overseas Trade Fairs Programme 2.0. The EIC has since consolidated similar activities under the EIC International Trade Fairs and USA Soft Landing Programme 3.0. The programme aims to help EIC beneficiaries commercialise internationally by subsidising access to high profile trade events, organising the EU Pavilion, and providing business support services such as coaching, market briefings and matchmaking.
Practical lessons from Arspectra’s experience
Arspectra emphasised preparation and a focused presence as keys to success. The company highlighted that differences in regulatory, legal and commercial go-to-market requirements can be significant across regions and markets. Working with local partners helped accelerate access and growth according to the company. These observations align with broader experience in EU tech internationalisation where local distribution networks and regulatory know how often make the difference between a pilot and scale.
Actionable tips for exhibitors
Arspectra offered practical advice for SMEs preparing for major trade fairs. The guidance is straightforward but worth repeating for early stage deep tech companies aiming to internationalise.
Looking ahead for Arspectra and the EIC community
Arspectra intends to continue pursuing partnerships to broaden its Middle Eastern and global footprint. For other EIC beneficiaries the trade fairs programme remains an accessible channel to showcase technologies on international stages. However it is important to separate exposure from durable commercialisation. Trade fairs can catalyse partnerships but vendors must still invest in regulatory compliance, clinical validation and post-event follow-up to capture value.
Context for EU innovators
From a policy perspective the EIC trade fairs initiative is part of a broader push to help EU deep tech companies scale internationally while showcasing the EU innovation brand. The combination of subsidised presence, coaching and matchmaking is useful for early stage firms that lack the resources to mount a full independent trade presence. That said, public support is not a substitute for commercial fundamentals. Startups still need a clear regulatory roadmap, realistic sales conversion timelines, and the internal capacity to manage pilot projects and distribution partnerships.