About EICMA
EICMA, the international motorcycle and accessories exhibition, has its roots in a first edition held in 1914 and is today the leading event for the two-wheeler industry. It takes place every year at Fiera Milano Rho and is organised by EICMA S.p.A., which acts as the marketing arm of ANCMA, the industry association for the sector within Confindustria.
Manufacturers use EICMA to present new motorcycles and scooters to the world, and the show is known for its press conferences and launch programme. The halls extend well beyond motorcycles, taking in electric mobility, bicycles and e-bikes, helmets and riding apparel, components, accessories and aftermarket products.
The format serves two audiences. Opening days are reserved for the press and trade operators, giving dealers, distributors and journalists focused time with exhibitors. The public days that follow bring very large crowds of riders and enthusiasts, and the outdoor MotoLive arena adds competitions and riding shows.
For exhibitors, the value lies in exposure on a global scale combined with direct trade contact. A single week in Milan delivers international media coverage, meetings with dealers and distributors from many countries, and reactions from thousands of potential customers. The organiser describes EICMA as the most visited event of its kind in the world, which makes it a natural stage for launches.
Next edition
EICMA 2026: what to expect
The 83rd EICMA opens at Fiera Milano Rho on 3 November 2026 and runs to 8 November. Press and trade visitors have Tuesday 3 and Wednesday 4 November to themselves, with public days from Thursday 5 to Sunday 8 November, open 9:30 to 18:30.
It is the largest edition yet. In a release of 13 October 2026, EICMA reported 754 direct exhibitors representing 2,120 brands from 52 countries, with more than 300,000 square metres across ten halls for the first time. International brands make up 74 per cent of the total, and around 30 per cent of direct exhibitors are new or returning.
With ten halls to cover, dealers and distributors will be stretched, so book trade-day meetings in advance. Public days bring heavy crowds, so secure displays, hard-wearing finishes and well-stocked storage matter, as exhibitor access outside opening hours is short.