EICMA, That's Amore. The curtain rises on EICMA 2025. The 82nd edition of the International Two-Wheeler Exhibition, scheduled for November 4 to 9 in the pavilions of Fiera Milano in Rho (Tuesday 4 and Wednesday 5 will be reserved for the press and operators), was presented today in Milan in the presence of EICMA President Pietro Meda and CEO Paolo Magri, Lombardy Region President Attilio Fontana, Milan Mayor Giuseppe Sala, Fondazione Fiera Milano President Giovanni Bozzetti, Trenord CEO Andrea Severini, Ferrovie Nord spa President Andrea Gibelli, and with a video contribution from ICE (Italian Trade Agency) President Matteo Zoppas.
Once again, the exhibition event confirms its status as a global benchmark for the two-wheel mobility industry and this year pays tribute to passion, the true driving force behind an entire universe. First of all, the numbers. More than 730 exhibitors will take to this important and impressive stage with over 110 years of history, representing 2,000 brands and 50 different countries of origin. Among these, ten countries will be exhibiting for the first time, marking the extraordinary entry into EICMA of companies from countries such as Estonia, Georgia, Ireland, Mexico, Panama, Peru, and the United Arab Emirates, alongside the more established European and Asian presences. The Made in Italy contingent remains substantial and highly qualified, with Italian companies representing 30% of the 2025 exhibitors, choosing EICMA as an effective tool for communication and projection onto foreign markets. Italy remains the leading country in Europe in terms of market and production.
Milan thus returns as the world capital of two wheels with a new edition of EICMA, which also consecrates and completes the evolution of the event from a trade fair to an all-round exhibition, unmissable for professionals and eagerly awaited by hundreds of thousands of enthusiasts. From discovering the latest market innovations to world premieres in the nine pavilions of Fiera Milano, from special content promoted by the EICMA organization to the presence of talents and riders, to the rich program of races, shows, and exhibitions offered in the MotoLive outdoor area, everything is ready to thrill the general public and renew their love affair with the event.
The 2025 communication strategy aimed to strengthen EICMA's lively and constant presence in the places where motorcycling thrives—from events to race tracks—to showcase and promote the industry, the culture of two wheels, and its truest language: that of emotions.
That's Amore, the slogan chosen for this edition, is not only the title of the upcoming EICMA, but also becomes a manifesto: a way of saying that passion for the two wheels is identity and sharing. This intention is also confirmed by the campaign's visual, which features a heart tattooed on the skin with a tread pattern as a form of indelible love, to the point that visitors will also be offered the opportunity to get the same tattoo as the 2025 poster for free in temporary form by visiting a special Tattoo Station set up for the occasion during the event.
The more than 60,000 square meters of outdoor space at EICMA will be the perfect place to celebrate twenty years of MotoLive, EICMA's racing arena. This area has always been synonymous with excitement, show, and adrenaline. Here, the public will once again be able to watch the scheduled competitions free of charge, but also enjoy shows, music, free test rides, food, entertainment, prestigious talents performing on the impressive central stage, and music from Radio Deejay. Even the most demanding enthusiasts will not be disappointed: phenomenal Freestyle Motocross and Acrobatic Trial runs, plus the opportunity to see the riders of the most important off-road disciplines up close, the Africa Eco Race installation, and much more. Among other things, the program also includes live SKY coverage of the MotoGP stage in Portimao.
The MotoLive track will once again host twin-cylinder races, with over 15 manufacturers lining up with the market leaders. Following last year's extraordinary success, the phenomenal Champions Charity Race is also back, putting true motorsport legends in the saddle on Saturday and Sunday, with the established and exciting format featuring pursuit duels. The eagerly awaited return of Australian champion Troy Bayliss, three-time SBK world champion, has already been confirmed, as has the presence of many other unmissable champions who will be announced in the coming days (there is a rumour of more than 20 world titles).
Also in the MotoLive area, in its eastern section, EICMA will host the Desert Queens exhibition, an exhibition entirely dedicated to the motorcycles and people who have written the history of the legendary rally competition. The Desert Queens exhibition, developed by EICMA in collaboration with ASO (Amaury Sport Organisation), organiser of the Dakar Rally, will pay tribute to over forty years of Dakar history through more than thirty motorcycles, as well as memorabilia, photos and videos. The brand new content, on display for the first time in Italy, will not be limited to exhibiting the most iconic vehicles, but will also offer the audience interactive experiences, such as direct encounters with Dakar riders and informative insights into navigation, safety, and the evolution of technical equipment.
After the 2023 trial, the Y.U.M. (Your Urban Mobility) area returns to EICMA 2025 with a new dynamic and engaging look. Also located in the eastern part of the MotoLive Arena, outdoor, the Y.U.M. area will reproduce an urban environment and offer the EICMA audience the opportunity to independently test electric and endothermic scooters and quadricycles designed for urban mobility by the manufacturers present. Twelve manufacturers will be present in the more than 4,000 square meters occupied by this area, with over 40 vehicles available for demo rides. If cities are the cause and effect of a new demand for mobility, here is EICMA's concrete, accessible, and sustainable answer: two wheels.
Among the most eagerly awaited experiential spaces is the Gaming Area: a concentration of excitement and technology. Over 300 square meters in Hall 9 will be entirely dedicated to the world of motorsport video games. Here, following the success of the last two editions, visitors will once again be able to enjoy exciting and immersive gaming sessions thanks to seven latest-generation simulators equipped with seven real motorcycles. In this area, the incredible realism of the motorcycle simulators will allow the public to challenge each other on the legendary Misano Adriatico circuit, transforming the digital experience into pure adrenaline. There will be no shortage of show, entertainment, and the presence of VIPs, influencers, and international riders.
This area is one of EICMA's most intriguing offerings, a space to visit at leisure with an eye to the future. It welcomes companies, institutions, law enforcement agencies, and startups in the sector, to whom EICMA offers an international showcase thanks to the support of ICE, the Italian Trade Agency for the promotion abroad and internationalization of Italian companies. Here, you can see and touch the technology, innovation, and products offered by the young businesses hosted, but also learn about the commitment of law enforcement and all the institutions that contribute to promoting safety on two wheels. HALL 18.
Finally, the EICMA Adventouring area will make its debut, a 250 m² space inside Pavilion 18, which will welcome the organizers of the motorcycling events on the 2025 calendar of the EICMA Adventure Series FMI Trophy, created by EICMA and the Italian Motorcycling Federation to help develop motorcycling tourism that promotes the cultural, environmental, and historical aspects of our peninsula. This area will include the organizers of Sterrare è Umano, Valli Bresciane Audax, Sardegna Tour, 1,000 Sassi e 20,000 Pieghe, Umbria Raid Experience, 1,000 Curve, Terre Lucane Adventure, and Queen Trophy.
Pietro Meda, president of EICMA: “EICMA is much more than an event: it has become a universal language made up 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 the institutional value of EICMA, by speaking the language of our community, improving the visitor experience, and enriching the event with new authentic and engaging content. Filling EICMA with meaning, stories, and innovation, thanks in part to the collaboration with our institutional and commercial partners, whom I thank, is what allows us to remain relevant and continue to speak to the hearts of enthusiasts and companies that bring this extraordinary event to life."
Paolo Magri, CEO of EICMA: “Never standing still: the event continues to grow and impress. The figures for this edition confirm the success, appeal, and central role of EICMA, which once again proves itself to be an essential reference point for the sector worldwide. The more than one hundred companies still on the waiting list are proof of this. This result is not the result of chance, but of intense strategic work: promotion, investment, dialogue with institutions, with companies in the sector and ANCMA members, and the implementation of new services designed for the audience and exhibitors. Credit also goes to the manufacturers and the entire supply chain - whom I thank - who continue to innovate, offer accessible mobility solutions and, above all, choose EICMA as a privileged showcase to communicate with and inspire the market.”
Tuesday 4 (8:30 a.m. to 7:30 p.m.) admission reserved for the press and, from 1 p.m. onwards, for industry professionals; Wednesday 5 (8:30 a.m. to 7:30 p.m.) doors open again to the press and industry professionals; from Thursday 6 to Sunday 9, open to the general public (9:30 a.m. to 6:30 p.m.). On Tuesday 4 and Wednesday 5, admission will be prohibited to minors under the age of 18. Tickets are available exclusively on eicma.it: €20 (plus €1.50 fixed handling fee) for full price tickets, while reduced price tickets, reserved for visitors between Finally, after last year's trial, the afternoon ticket is back. Introduced by the organizers to facilitate local visitors and ease the morning pressure at the turnstiles, it is available in limited numbers at a price of €14 for full price tickets (plus €1.50 fixed management fees) and €7 (plus €1.50 fixed management fees) for reduced price tickets (4-13 years old). The afternoon ticket will be valid from 1:30 p.m. until the end of the event. Prices at the ticket office: full afternoon ticket €19, reduced ticket €10.
EICMA has prepared an extraordinary plan to optimize access to the event and improve mobility in the Milan metropolitan area, thanks to a strategy shared with ATM, the Municipality of Milan, and Trenord with the aim of ensuring visitors a smoother, more efficient, and sustainable experience, reducing traffic and impact on the city. With this plan, EICMA reaffirms its commitment to integrated and sustainable mobility, which enhances collaboration between institutions and companies in the area.
Free parking and intermodality
From November 6 to 9, 15,000 free parking spaces will be available throughout the city. Specifically, on Saturday, November 8, and Sunday, November 9, nearly 11,000 spaces will be available in 11 ATM park-and-ride facilities connected to the main metro lines (M1, M2, M3, M4, and M5). In addition, 1,350 free parking spaces will be available at the San Siro Stadium (M5) on Thursday, Friday, and Saturday. Parking is free and can be reserved when purchasing tickets at www.eicma.it. These free parking spaces are in addition to the paid parking spaces near the Fair, doubling the overall availability compared to previous editions.
Incentives for those who choose to travel by train
Thanks to our collaboration with Trenord, getting to Rho Fiera Milano will be even easier. Through Discovera, a platform for purchasing train+experience travel packages and Trenord's main mobility partner, return train tickets + EICMA admission are available for €28 and special day tickets for €13 to travel from any station in Lombardy, valid for one adult and children under 14 years of age.
