EICMA Explained: The World’s Motorcycle Show, and Why We’re Going to Milan
Every November, motorcycle lovers from around the world look to one city: Milan, Italy. That is where EICMA happens. For the first time, Motosikalisme Media Communications will be there to bring it to you.
If you have never heard of EICMA, don’t worry. This guide explains it in simple terms, whether you are 12 or 62.
So, what is EICMA?
EICMA is a huge international motorcycle show. The name comes from its full Italian title, Esposizione Internazionale del Ciclo e Motociclo e Accessori, which simply means “International Exhibition of Bicycles, Motorcycles and Accessories.”
Think of it as a giant stage. Motorcycle brands bring their newest bikes, covered under cloth, and reveal them to the world. Visitors can see the bikes up close, sit on them and talk to the people who built them.
A short history
EICMA is more than a century old. It was first held in Milan in 1914, when motorcycles were still a fairly new invention. Italy was already becoming a home for famous two-wheeler names, and the show gave the industry a place to meet, compare and show off its latest ideas.
Over the decades, the show grew with the industry. It paused during difficult times, such as wartime and the COVID-19 pandemic, and came back each time. Today it takes place at Fiera Milano Rho, a modern exhibition complex just outside Milan. The 2026 show is the 83rd edition.
The culture: why people love it
EICMA is not just a trade fair. It feels like a festival for people who love two wheels.
- The big reveal. Brands often unveil new models here for the first time, so people say they are seeing the future of motorcycling.
- All kinds of riders. Racers, adventure travellers, scooter commuters, off-road fans and first-time riders all walk the same halls.
- Italian passion. Italy treats motorcycles as part of its culture, design and racing heritage, and you can feel that in the atmosphere.
- Families and fans. Hundreds of thousands of visitors come each year, from serious collectors to kids seeing a racing bike for the very first time.
This year’s show also has special exhibitions, including one on the history of MotoGP and an area for Dakar Rally machines.
Why does EICMA exist? The reason behind it
The idea is simple: bring everyone in the motorcycle world together in one place.
- Brands get a world stage to launch their next-year models.
- Media like us get first-hand access to new bikes and the people behind them.
- Dealers and distributors see what they will be selling next.
- Riders get to see where the industry is heading, from new engines to electric bikes.
It matters to Malaysia too. Many bikes that later appear in our showrooms are first shown to the world in Milan. What is revealed there often shapes what Malaysian riders can buy in the following year.
EICMA 2026 at a glance
- Dates: 3 to 8 November 2026
- Press and trade days: 3 and 4 November
- Public days: 5 to 8 November, 9:30am to 6:30pm (Italy time)
- Venue: Fiera Milano Rho, Milan, Italy
- Size: 754 exhibitors and 2,120 brands from 52 countries across ten halls, a record for the show
The four brands we’re covering
We will be bringing you close-up coverage of four brands. Here is a quick introduction to each.
KTM
KTM comes from Mattighofen, Austria, and began in 1934. It is known for its bold orange colour and its “Ready to Race” attitude, with strong roots in off-road and street performance bikes.
GASGAS
GASGAS was founded in Spain in 1985 and first became famous for trials bikes, a sport where riders balance and climb over tricky obstacles. Its bright red bikes have a loyal following, and the brand now sits in the same family as KTM and Husqvarna.
Husqvarna
Husqvarna is one of the oldest names in motorcycling. The company’s roots in Sweden go back to 1689, and it built its first motorcycle in 1903. Today it is known for off-road bikes and stylish street models.
ZONTES
ZONTES is a newer name from China, backed by the Zongshen group. It has grown quickly by offering modern design, plenty of features and strong value, and it already has a growing fanbase in Malaysia. The brand showed new models at EICMA 2025 too.
Follow our coverage
From the press days to the public weekend, we will be sharing news, photos and first impressions straight from Milan. Stay tuned to Motosikalisme and our social media channels, and let us know in the comments which bike you most want to see.
