Italian Bike Festival in Misano: Test Rides, Sustainability, and Open-Air Festival Atmosphere

Last weekend, we were in Misano Adriatico at the #Italian Bike Festival.
With over 500 international exhibitors and an exhibition area of more than 50,000 square meters, the fair is an important meeting point for industry experts and the public.

The fair in Misano presented itself as a true outdoor festival. Unlike traditional fairs, the event took place in the open air, creating a particularly relaxed and festival-like atmosphere.

A highlight was the three different test tracks for road bikes, gravel bikes, and mountain bikes. Almost every brand provided an impressive number of test bikes, both ‘traditional’ bikes and e-bikes. Visitors—whether retailers or end consumers—could test the bikes for free and get a comprehensive impression of the latest models. This allowed them to experience the products firsthand and try them out directly.

Another advantage of the fair was the simple and sustainable stand architecture. Most exhibitors opted for tents and reusable structures, which not only saved costs but also benefited the environment.

Particularly noteworthy: Entry was free for all visitors. This was financed by the exhibitors, who in return benefited from the generated visitor data— a win-win situation.

#Misano vs. #EUROBIKE

In comparison to EUROBIKE, which takes place over seven days in Frankfurt, the bike fair in Misano packed a lot of energy into just three days. The focus was on hands-on experiences rather than the classic trade fair exhibition. While EUROBIKE is larger and more comprehensive, the IBF stands out for its focus on direct experiences and sustainability. Two different approaches, both appealing in their own way—but Misano sets clear markers for the future of trade fair culture.

#Designplus #IBF #curiosmindset #bike #brandactivation #brandexperience