EICMA 2025, the 82nd edition of the International Two-Wheeler Exhibition, was presented today in Milan. The event will open its doors at Fiera Milano Rho from November 4 to 9. The press conference was held in the presence of EICMA president Pietro Meda and CEO Paolo Magri, along with Lombardy Region president Attilio Fontana, Milan mayor Giuseppe Sala, Giovanni Bozzetti, president of Fondazione Fiera Milano, Andrea Severini, CEO of Trenord, Andrea Gibelli, president of Ferrovie Nord, and with a video contribution from Matteo Zoppas, president of ICE.
The Numbers of a Global Success
The event once again confirms its role as a worldwide reference for the two-wheel mobility industry. Over 730 exhibitors will animate this impressive stage with more than 110 years of history, representing 2,000 brands from 50 different countries. Among these, ten nations will exhibit for the first time: Estonia, Georgia, Ireland, Mexico, Panama, Peru, and the United Arab Emirates, alongside the more established European and Asian presences. Made in Italy maintains a consistent and qualified presence, with Italian companies representing 30% of the 2025 exhibitors, confirming Italy as the leading country in Europe for market and production.
Milan will thus transform into the world capital of two wheels, consecrating EICMA’s evolution from a trade fair to a comprehensive exhibition event, essential for professionals and eagerly awaited by hundreds of thousands of enthusiasts.
That’s Amore: The Campaign Celebrating Passion
The 2025 communication strategy has focused on strengthening EICMA’s vibrant and constant presence in the places where motorcycling’s heart beats, from events to racetracks, to tell the story of the industry and two-wheel culture through the language of emotions.
That’s Amore, the claim chosen for this edition, becomes a true manifesto: a way of saying that passion for two wheels is identity and sharing. The campaign’s visual features a heart tattooed on skin with a tire tread pattern as an indelible form of love. During the event, visitors will have the opportunity to get the same temporary tattoo for free at a dedicated Tattoo Station.
Entertainment, Sport, and Innovation
The MotoLive area will celebrate its twentieth anniversary with over 60,000 square meters dedicated to emotion and adrenaline. The public will be able to attend free races with twin-cylinder bikes from over 15 manufacturers, Freestyle Motocross runs, Acrobatic Trial, and the Champions Charity Race featuring motorsport legends such as three-time SBK world champion Troy Bayliss and other champions totaling over 20 world titles. There will be no shortage of shows, music with Radio Deejay, free test rides, and Sky live coverage of the MotoGP race in Portimao.
The Desert Queens exhibition, developed in collaboration with ASO, will pay tribute to over forty years of Dakar history through more than thirty motorcycles, memorabilia, photos, videos, and interactive experiences with Dakar riders.
The Y.U.M. (Your Urban Mobility) area will recreate an urban environment where visitors can autonomously test electric and combustion scooters and quadricycles from twelve manufacturers, with over 40 vehicles available for demo rides across 4,000 square meters.
The Gaming Area at Pavilion 9 will offer 300 square meters dedicated to motorsport video games, with seven state-of-the-art simulators equipped with real motorcycles for challenges on the Misano Adriatico circuit, featuring VIPs, influencers, and international riders.
The Start Up Area at Pavilion 18 will welcome companies, institutions, law enforcement, and sector startups, offering an international showcase thanks to ICE support for technology, innovation, and two-wheel safety.
The EICMA Adventouring Area will debut with 250 square meters at Pavilion 18 dedicated to the organizers of the EICMA Adventure Series FMI Trophy, created by EICMA and the Italian Motorcycling Federation to develop motorcycle tourism that enhances Italy’s cultural, environmental, and historical aspects.
Words from the Leadership
Pietro Meda, EICMA president: “EICMA is much more than an event: it is now a universal language made of emotions, identity, and belonging. The 2025 Edition is a tribute to the passion that unites those who build and those who love two wheels. We wanted to bring our audience even closer, without affecting EICMA’s institutional value, speaking the language of our community, improving the visitor experience, and enriching the event with new authentic and engaging content”.
Paolo Magri, EICMA CEO: “Never standing still: the event grows and convinces. The numbers of this edition confirm the success, attractiveness, and centrality of EICMA, which once again proves to be an essential reference point for the sector worldwide. The over one hundred companies still on the waiting list are proof of this”.
