EICMA at Rho Fiera is the motorcycle industry's annual unveiling: every major manufacturer shows the coming model year, which makes the first trade days the most consequential press event in motorcycling. It has run in some form since 1914.
EICMA publishes visitor figures per edition and they are large; we have not collected a dated one in this pass.
The structure is trade days followed by public days, and the public days are extremely crowded — a motorcycle show in Italy draws an audience the way a football match does.
The month is November. It is sometimes listed in October, which is wrong, and it falls close enough to the Milan autumn fairs that hotel pricing is already elevated. Rho is on its own metro line, which is the only sane way in.
PlanningNovember, not October — the industry's unveiling week, with trade days before the public ones.