EICMA, the world's largest motorcycle expo with over 700 exhibitors and held over 330,000 square meters is a bucket list item for motorcyclists... Here are some pro tips to visiting EICMA... Words & Pics: Mal Jarrett
EICMA, to the uninitiated, is quite simply the largest motorcycle expo in the world. Not only in terms of popularity but also in sheer physical size, it occupied a staggering 330,000 square meters of exhibition space in 2024—an all-time record. I headed over there, here is my guide.
This vast area was spread across 10 pavilions, and that’s just for the exhibition stands. It doesn’t even include the various other activities, outdoor zones, food courts, walkways, and additional facilities. Just let that sink in for a moment!
EICMA stands for Esposizione Internazionale del Ciclo, Motociclo, Accessori… International Exhibition of Cycles, Motorcycles & Accessories…
EICMA stands for ‘Esposizione Internazionale del Ciclo, Motociclo, Accessori,’ which translates from Italian to ‘International Exhibition of Cycles, Motorcycles & Accessories.’ This annual event, held in Milan, Italy, is the ultimate showcase of everything related to motorcycles, from cutting-edge technology and futuristic concepts to vintage bikes and innovative accessories.
My Experience at EICMA Over the Years
I consider myself fortunate to have attended EICMA four times—twice through my work in the motorcycle industry and twice on my own initiative. Each visit has been an eye-opening experience, revealing new trends, technological advancements, and the ever-expanding influence of different manufacturers in the industry.
Check out our other EICMA content here…
My first visit was back in 2011, and I was absolutely gobsmacked by the sheer size of the expo. The variety of motorcycles, accessories, and riding gear on display was overwhelming. Many brands were entirely new to me, despite my 40+ years in the industry. When I returned in 2016, I found that the event had retained its grandeur, though it seemed slightly smaller, with some halls not being utilised.
Fast forward to 2022, and EICMA appeared to be regaining its former strength. Having been put into hibernation in 2020 due to the COVID-19 pandemic, the 2021 edition was a disappointment, with roughly half of the major motorcycle manufacturers choosing to sit it out. Notably absent were BMW, Ducati, Harley-Davidson, Indian, KTM, and Triumph. Their absence left a significant void, dampening the excitement for many attendees.
EICMA 2024: A Record-Breaking Year
This year, however, was a completely different story. EICMA returned with a vengeance for its 81st edition, marking 110 years of celebrating motorcycling culture. A record 770 exhibitors and over 2,100 brands from 45 countries participated. As mentioned earlier, the expo covered a massive 330,000 square meters across 10 pavilions, hosting everything from major manufacturers and motorsport legends to gaming zones, historical motorcycle exhibits, start-up companies, and safety initiatives.
“Over six days, a record-breaking 600,000 attendees passed through the gates—40,000 more than in 2023″…
The atmosphere at the Fiera Milano-Rho was electric. Over six days, a record-breaking 600,000 attendees passed through the gates—40,000 more than in 2023. The return of all the major manufacturers injected fresh energy into the event, making it a must-attend for industry professionals and enthusiasts alike.
The Rise of Chinese Manufacturers
One of the standout differences for me this year was the overwhelming presence of Chinese manufacturers. It was astounding to see how quickly new brands have emerged, seemingly out of nowhere. The rapid evolution of Chinese motorcycle companies is a testament to their growing ambition and technological advancements. Their presence at EICMA is becoming more dominant with each passing year.
As mentioned earlier, this edition saw a record number of exhibitors, with 26 per cent of them participating for the first time. EICMA CEO Paolo Magri highlighted the event’s growing appeal, stating, “This year, we expanded our footprint, occupying two additional pavilions compared to last year.” This expansion underscores the exhibition’s increasing relevance in the motorcycling scene.
More Than Just Motorcycles
EICMA is not just about displaying the latest motorcycles. This year, the event reintroduced a gaming area, where attendees could immerse themselves in motorsport video games using state-of-the-art simulators. Another major attraction was the Temporary Bikers Shop, offering a vast array of accessories and riding gear.
“Speaking of walking, I clocked 30,500 steps on my first day at EICMA—so be prepared for a workout!”
A special exhibition celebrated iconic motorcycles from both past and present, showcasing the evolution of motorcycle design and technology. Additionally, safety was a major focus this year. EICMA partnered with law enforcement agencies and safety organizations to promote responsible riding practices and innovative safety technologies.
For adrenaline junkies, the MotoLive arena was the highlight of the event. It featured live competitions, freestyle motocross shows, and performances by top riders from various off-road disciplines. This year’s MotoLive was even bigger and better, with a revamped layout and new attractions that left fans exhilarated.
Getting to EICMA
EICMA is held at Rho-Fiera Milano, just a 10-minute train ride from Milan’s city center. If you’re staying in Milan, purchasing a three-day public transport ticket is highly recommended. It costs around €15 and is valid for unlimited travel over three consecutive days. The subway station at Rho-Fiera Milano is the last stop on the M1 Red Line. However, be prepared for a 20–25 minute walk from the train platforms to the exhibition halls. Comfortable walking shoes are a must!
If you’re staying in Milan, purchasing a three-day public transport ticket is highly recommended…
For those flying into Malpensa Airport and heading straight to the expo, the Malpensa Express train to Cadorna station (approximately 40 minutes) is the best option. From there, take the M1 Red Line towards Rho-Fiera Milano. If you need to check into your accommodation first, take the Malpensa Express to Milan Centrale Station and then continue to Rho-Fiera via the M1 Red Line.
Ticket Prices and Entry Information
November 5th was reserved for Press & Media, while November 6th was open to Press & Trade delegates. From November 7th to 10th, the gates were opened to the general public.
The entry fee for 2024 was €20 plus a €1.50 ticketing charge if purchased online. Tickets for children cost €10. However, buying tickets at the gate cost an additional €5 for adults and €2 for kids. To ease congestion, an ‘afternoon-only’ ticket was introduced for €14, allowing visitors to avoid the morning rush. Given the sheer size of EICMA, trying to see everything in one day is nearly impossible, making this half-day ticket a smart option. Public days ran from 9:30 AM to 6:30 PM, while Press and Trade days opened an hour earlier at 8:30 AM.
Where to Stay
When attending EICMA, I prefer staying in Airbnb accommodations rather than hotels. There are plenty of options in the surrounding suburbs, but the best choice depends on your budget and preferences. If you enjoy nightlife and want to experience Milan’s restaurants and bars, staying in Milan Centrale is ideal. The area around the expo itself becomes a ghost town once the event closes for the day, with little to no entertainment options.
Pro Tips for Visiting EICMA
If you’re attending EICMA for business, try to visit on the trade days. By Thursday, many factory representatives start leaving, and the focus shifts from B2B (business-to-business) to B2C (business-to-consumer) sales, giving the event a completely different feel. If networking is your goal, get in as early as possible.
Another essential tip: pick up the official show guide and plan your visit in advance. The layout of the exhibition halls can be disorienting, and it’s easy to lose track of time wandering in circles. Having a structured plan will ensure you don’t miss key exhibitors or attractions.
Final Thoughts
Would I go back to EICMA? In a heartbeat! If the opportunity presents itself, I wouldn’t hesitate to return. For anyone passionate about motorcycles, EICMA is a bucket-list event. If you ever get the chance to attend, do yourself a favor and go—you won’t regret it!
