Motorcycle industry event calendar 2026
In the dynamic motorcycle industry, events remain a cornerstone for connecting enthusiasts, professionals, brands, and riders. As we kick off 2026, we’re looking ahead to the key motorcycle industry events in Europe and the USA this year and outlining which ones are most relevant to companies in specific niches.
Motorcycle industry events offer unparalleled opportunities for networking, showcasing innovations, and keeping pace with the latest trends. Even attending without an exhibitor’s booth can provide significant marketing and relationship-building advantages, as highlighted in a previous article.
To maximize your event strategy, we also recommend revisiting our guide on how to prepare your online audience ahead of live events. Using tools like social media, email newsletters, press releases, content marketing, and influencer marketing can make all the difference in ensuring your presence stands out.
Some of the biggest events, like EICMA in Italy and Motorcycle Live in the UK, continue to serve as comprehensive hubs for the entire motorbike industry, making them relevant across almost every sector.
More niche-focused events, however, attract highly targeted audiences. For instance, the ABR Festival in England caters specifically to adventure bike enthusiasts, while Wheels and Waves in Biarritz remains a must-attend for fans of vintage, café racers, and custom bikes.
A Look Ahead: The 2026 Motorcycle Industry Event Calendar
When planning your attendance, it’s essential to align your goals—whether they focus on sales, brand visibility, product launches, data gathering, partnerships, or networking—with the events that best suit your needs.
Given the costs associated with attending, prioritizing the most impactful dates on the 2026 calendar will help you make the most of your resources. Think carefully about which of the following dates on the calendar will be most relevant to you and/or your brand:
AIM Expo
A wider industry event covering the full spectrum of powersports vehicles - including motorbikes - bringing together industry professionals, enthusiasts, riders and leading brands.
Date: January 7 - 9
Location: Anaheim, CA, USA
Website: aimexpousa.com
Motor Bike Expo - Verona Motorcycle Show
A premier showcase event for motorcycles, accessories and the latest industry trends, attracting enthusiasts and professionals from around the globe.
Date: January 23 - 25
Location: Verona, Italy
Website: motorbikeexpo.it
MP 25 Motorcycle Show
As the largest motorcycle event in Northern Europe, the MP25 Motorcycle Show attracts over 50,000 visitors annually. Attendees can expect to see the latest motorcycle and scooter models, riding gear, spare parts, and accessories. The event also features custom bikes and live entertainment.
Date: January 30 - February 1
Location: Helsinki, Finland
Website: mp.messukeskus.com
Motorbeurs Utrecht
This is the largest motorcycle event in the Benelux region, featuring exhibitions, launches, demos and a vibrant atmosphere for motorcycle enthusiasts.
Date: February 19 - 22
Location: Utrecht, The Netherlands
Website: motorbeursutrecht.nl
Salon de 2 Roues
A prominent European motorcycle show featuring the latest models, accessories and innovations in the industry. The event’s timing is useful for brands wishing to make a big splash before the European riding season really accelerates for spring and summer.
Date: February 26 - March 1
Location: Lyon, France
Website: salondu2roues.com
Daytona Bike Week
One of the largest motorcycle events in the United States, attracting riders from around the world for a week of festivities.
Date: February 27 - March 8
Location: Daytona Beach, USA
Website: daytonabeach.com/bike-week
DARE - Dutch Adventure Ride Experience
DARE is a two-day adventure riding event created by riders, for riders. This new innitiative will be the place to be for all ADV riders from the Netherlands, Belgium, Luxembourgh, Germany and beyond to connect and enjoy all the latest the scene has to offer. Expect test rides, private off road trails for all levels, talks, exhibitors and great entertainment.
Date: April 25 - 26
Location: Loon op Zand, the Netherlands
Website: dare-event.com
Distinguished Gentleman’s Ride
A global charity event that invites riders to meet-up and ride-out worldwide in a dapper style, raising funds and awareness for men's health. In 2023 106,000 riders in 893 cities across 107 countries took part, raising $7.45 million for charity.
Date: May 17
Location: Various cities worldwide
Website: gentlemansride.com
Bike Shed MotoShow
A motorcycle exhibition celebrating the creative culture around motorcycles, open to everyone, whether they ride or simply enjoy motorcycles as art, engineering or symbols of adventure and independence. Bike Shed encourages attendees to ‘join an inclusive crowd of people who simply love motorcycles and moto-culture… with food, music, bars, shopping and entertainment’.
Date: May 22-24
Location: London, UK
Website: bikeshedlondonshow.com
Red Bull Erzbergrodeo
One of the biggest motorsports festivals on the calendar, the Red Bull Erzbergrodeo is a four-day celebration of Hard Enduro that takes place in an active mine in Eisenerz. It is attended by a plethora of industry brands and professionals, 1500 competing riders and many thousands of Hard Enduro enthusiasts. Not for the faint hearted!
Date: June 4 - 7
Location: Erzberg Mountain, Eisenerz, Austria
Website: redbullerzbergrodeo.com
Wheels and Waves
A lifestyle event combining motorcycles, art and skate/surf culture, creating a unique atmosphere for riders and enthusiasts of Scramblers, Café Racers, Custom bikes and vintage bikes.
Date: June 10-14
Location: Biarritz, France
Website: wheels-and-waves.com/
ABR Festival
The Adventure Bike Rider festival offers a weekend of off-road riding, live music, camping and a lively get together for the adventure community. Hosted in a stunning location at Ragley Hall, the festival is well-organised and well-attended by big brands and riders.
Date: June 26-28
Location: Warwickshire, UK
Website: abrfestival.com
Malle Mile Festival
The Malle Mile describes itself as ‘The greatest and most inappropriate motorcycle race & festival in the UK. A celebration of the motorcycle culture in all its forms, with a program of very inappropriate racing, world class music, custom motorcycle installations, motorcycle/automotive exhibitions and the Malle scramble.’
Date: July 16-19
Location: Grimsthorpe Castle, UK
Website: mallelondon.com
RIDE The Moto Festival
An outdoor motorcycle festival hosted in Ruhpolding, Germany, celebrating the spirit of riding, featuring ADV, Custom, Enduro, Tourer and Scrambler bikes, live music, and a unique atmosphere. Organised by Bad & Bold and Mosko Moto, the event will be the successor of MaxlRIDE.
Date: July 24 - 26
Location: Ruhpolding, Germany
Website: ridemotofestival.com
Alpes Aventure Festival
An adventure-focused festival set in a beautiful location in the French Alps, bringing together adventure and off-road riders. Featuring organised ride-outs, workshops and training sessions to improve riding technique, the event is free to attend.
Date: September 4-6
Location: Barcelonnette, France
Website: alpesaventuremotofestival.com
EICMA
The biggest and most prestigious motorcycle show in Europe, attended by brands, companies, media, riders and other attendees from across the world, unveiling the latest motorcycle models and innovations. The event opens with a press day, then a trade day for industry professionals, before four days for the general public, with more than half a million people attending.
Date: November 5-8
Location: Milan, Italy
Website: eicma.it
Motorcycle Live
The UK's largest motorcycle show, featuring live demos, interactive displays and the latest offerings from the world’s leading motorcycle manufacturers.
Date: November 21-29
Location: NEC Birmingham, UK
Website: motorcyclelive.co.uk
INTERMOT
‘A meeting place for the entire motorbike community’, INTERMOT is now an annual event, with its name being an abbreviation of International Motorcycle and Scooter Trade Fair. The organiser states that the show gives riders and dealers ‘a comprehensive overview of all new models’, allowing them to find the right bike for the coming season.
Date: December 3 - 6
Location: Cologne, Germany
Website: intermot-cologne.com
As well as these gatherings it is also worth taking a look at the calendars of championships such as MotoGP, WorldSBK and MXGP to see when there are races in locations where it may interest you to visit for networking purposes or indeed to have a presence as a brand.
You may also wish to attend legendary events such as the Isle of Man TT (May 25 - June 6) or the Goodwood Festival of Speed (July 9 - 12) where relevant major brands and manufacturers will be present and huge footfall of riders is always guaranteed.
It is worth keeping in mind that it’s virtually impossible to have an impactful presence at every single event on the calendar – unless you are major brand with relevant models and dedicated teams in multiple locations focusing on events.
Motorcycle Marketing can enhance your brand’s presence at events
Ultimately, attending motorcycle industry events offers brands a unique and invaluable opportunity to establish a strong presence within their chosen community of riders, connect directly with enthusiasts, and showcase products or services in a targeted environment. By participating strategically at the most relevant shows, festivals and races, brands can gain valuable insights into market trends, competitor strategies and rider preferences.
If you’re unsure about which events to attend and how best to present your brand, services or products at events feel free to contact the experienced team here at Motorcycle Marketing for a free consultancy session.
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