European Bicycle Industry Grows as Sea Otter Europe Expands and New Towards Tomorrow Show Launches

The Sea Otter Europe bike festival returned to Girona for its tenth edition from 18–20 September, drawing thousands of visitors to the Fontajau venue. The show featured more than 500 national and international brands – a 10 % increase over the previous year – and 97 % of the exhibition space was already booked before opening. Attendees could test bikes through the popular Demobike program, which recorded over 4,600 reservations in the last edition, and enjoy road, mountain and gravel races, family activities, and a large gastronomy area.

Separately, industry leaders announced the creation of the Towards Tomorrow European Bike Show, a new professional fair to be hosted in Germany. The initiative, driven by major sector organisations, aims to provide a dedicated platform for manufacturers, distributors, service providers and mobility operators. It highlights the sector’s €30 billion value‑added contribution to Europe and the more than 75 000 jobs supported, positioning the event as a central meeting point for the continent’s bicycle and e‑bike industry.

Both events underline a broader push to strengthen Europe’s position in bicycle design, production and sales, emphasizing the continued importance of in‑person trade gatherings despite growing digital tools.