The Netherlands will be in the spotlight from 14 to 16 October during EUHA2026 at Deutsche Messe in Hannover. At this 70th edition, the Netherlands is the partner country and Dutch hearing care will have a prominent place under the hashtag #Orangeisthenewsound.
Ed Theunissen, a Dutch national and Business Director at Sonova Germany, knows both markets well. His advice to Dutch hearing care professionals: come to Hannover, look beyond the familiar brands and use the trade fair to gain new knowledge and ideas.
“We Dutch are very outspoken”, Ed Theunissen begins. “Just look at sporting events: wherever you go in the world, Dutch people stand out in orange. That is why I think #Orangeisthenewsound is such a good fit. It says something about who we are”.
Since 2018, Ed has been responsible for Unitron and Hansaton in Germany; before that, he worked in Dutch hearing care for many years. He considers the way the industry has adapted since the healthcare system changes in 2013 to be one of the strengths of the Dutch market.
“The hearing care industry in the Netherlands has almost reinvented itself. The market had to become more flexible and efficient, and it has adapted to this quite well; relatively little quality has been lost”.
According to him, the situation in Germany is still more comparable to the Netherlands before 2013, although he also sees changes there as healthcare costs come under pressure. “That international comparison makes a visit to EUHA interesting. What is happening outside our own market, and which developments could also become relevant here?”
One development Ed is closely following is the rise of OTC solutions and other hearing products beyond the traditional hearing aid. “In the US market, this category is reaching a younger target group. People who are not yet ready for a hearing aid may nevertheless recognise that they could use support in certain situations.
That also offers opportunities for Dutch hearing care professionals. We are increasingly dealing with baby boomers and Generation X; a large proportion of them are still working and have different needs and expectations.
So when you are in Hannover, deliberately look at products and providers beyond the familiar range. You may discover something that allows you to engage with a customer at an earlier stage”.
According to Ed, the rapid development of artificial intelligence in hearing aids also makes EUHA2026 interesting. In particular, solutions based on Deep Neural Networks (DNNs) require hearing care professionals to understand what the technology means for customers in practice.
“That is where I see the strength of an international trade fair. Manufacturers can not only explain new technology, but also let visitors experience it through demonstrations, lectures and listening examples.
When you hear the difference for yourself, it takes on a different meaning and you can explain it to your customer more effectively”.
His advice: in addition to meeting fellow professionals, make use of the educational programme. “Attend a lecture, listen to demos and visit companies you are not yet familiar with. See what is happening internationally. The world does not stand still”.
According to EUHA Director Tobias Bartels, the Netherlands becoming partner country this year is no coincidence. After Switzerland, Denmark and Austria, EUHA was looking for a new international partner.
“Many Dutch hearing care professionals visit our event. We are pleased to take that relationship to the next level this year”.
The fact that EUHA2026 is taking place in Hannover, relatively close to the Dutch border, made the choice even more logical.
A concrete part of the partnership is the Dutch get-together on Thursday 15 October in the EUHA Live Area. From 3:30 to 4:30 p.m., Dutch visitors and international industry professionals can meet there.
The exact programme and contributions are still being coordinated with Dutch partners. “We want to bring people together”, says Tobias. “Dutch professionals among themselves, but also professionals from different countries. Ultimately, we want to make Europe a little smaller within our sector”.
Immediately afterwards, from 4:30 to 5:00 p.m., Dutch start-up MindAffect will present itself on the Live Stage. The company is developing SOFI, an objective hearing assessment system based on an AI-supported brain-computer interface.
It has been developed to produce an objective audiogram in approximately ten minutes, particularly for people who have difficulty participating in conventional hearing tests. MindAffect is one of four selected start-ups that will be given the opportunity to present themselves at EUHA this year.
The traditional Kongresstreff will also have a Dutch touch on Thursday 15 October. Under the motto #Orangeisthenewsound, the evening celebration starts at 7:00 p.m. at Expo Corner, Expo Plaza 9 in Hannover.
Tobias hopes international visitors will join as well. “Sometimes international visitors think that the Kongresstreff is mainly a German party, but that is absolutely not the case. The entire international sector comes together here”.
According to him, the evening attracts around 600 to 800 visitors each year, from hearing care teams to industry professionals. “A separate ticket is required for the evening; there is a DJ, and food and drinks are included.
And make sure to add an orange touch. We will all be wearing orange”, Tobias concludes with a laugh.
Tags: EUHA
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