Milan’s motorcycle show drew a record crowd and a 30% rise in international trade visitors, while industry figures highlighted the sector’s wider economic footprint.
EICMA has long been a fixture for motorcycle fans, but the 2026 edition suggests it is also a serious place for business. The 83rd show drew more than 600,000 visitors to Fiera Milano Rho between 3 and 8 November, setting a new attendance record for the International Two-Wheeler Exhibition.
A Bigger Show and a Busier Trade Floor
According to organisers, overall attendance rose 6% on the previous edition. Trade visitors grew faster. International trade attendance climbed 30% to more than 51,000 industry professionals from 168 countries.
The show expanded to 10 halls for the first time, covering 300,000 square metres. Some 764 exhibitors from 52 countries took part, and international companies made up 74% of them. In total, 2,150 brands were represented.
For dealers and distributors, the mix of new models, emerging brands and product technology could shape future showroom stock and aftermarket ranges.
Racing History and Riding Demonstrations
Speed Legends, an exhibition developed with MotoGP, traced the history of the premier class and drew more than 150,000 visits. It featured motorcycles linked to champions including Giacomo Agostini, Kevin Schwantz, Mick Doohan, Valentino Rossi, Jorge Lorenzo, Marc Márquez and Francesco Bagnaia. The collection spanned more than seven decades of racing.
Outside the halls, the 21st MotoLive arena hosted racing, freestyle motocross, trials and adventure demonstrations across 60,000 square metres. Trial champion Toni Bou and racing veterans Troy Bayliss, Marco Melandri and Stefan Everts also appeared.
The show also hosted the presentation of the 2027 Dakar Rally route, delivered by Amaury Sport Organisation and Dakar Rally Director David Castera.
Urban Mobility and Global Media Reach
The Y.U.M. (Your Urban Mobility) area continued the show’s focus on city transport. It recorded more than 4,000 test rides on scooters, mopeds and quadricycles, with both electric and combustion engines on offer.
EICMA also welcomed 8,700 accredited journalists, media professionals and content creators from 67 countries. Those figures point to an audience that reaches well beyond the halls in Milan.
Economic Weight and Official Attention
The ACEM-ANCMA Motonomics conference set out the motorcycle industry’s economic contribution in Europe and the United Kingdom. The figures presented put the combined contribution at €35.1 billion ($39 billion) in gross domestic product, supporting 481,600 jobs. The industry also generated €20.6 billion ($22.9 billion) in tax revenues.
Italian Prime Minister Giorgia Meloni visited the exhibition, along with other government and institutional representatives. Their presence underlined how closely the show is tied to Italy’s manufacturing and motorcycle sectors.
Taken together, the 2026 numbers describe an event serving two audiences: enthusiasts who want to ride, and dealers who need to decide what to stock. That combination is the most telling part of the record.
