THE TIRE COLOGNE 2026 in Cologne, Germany

THE TIRE COLOGNE 2026 is an international B2B trade fair for tires and wheels that takes place every two years at the Koelnmesse exhibition center in Cologne. For tire manufacturers, wheel suppliers, distributors, service providers and retreading companies, it is one of the key global meeting points.

The most recent edition delivered very strong results: 430 exhibitors from 35 countries and around 14,400 attendees from 109 nations. The next event is already scheduled, which allows companies to plan their participation and marketing activities in advance.

Who will benefit most from visiting THE TIRE COLOGNE

• Manufacturers of tires for passenger cars, trucks and special vehicles, motorcycles and agricultural machinery.
• Distributors and wholesalers, tire retail chains and dealers.
• Authorized and independent workshops, tire fitting centers and fleet maintenance providers.
• Companies in the field of retreading, recycling and disposal of tires, as well as providers of solutions for the circular economy.
• Suppliers of equipment for tire workshops, diagnostic systems and digital services.
• Fleet operators, logistics companies, vehicle fleets, as well as investors and industry consultants.

The atmosphere of the trade fair is the smell of fresh rubber, large booths of global brands, a rich program on the TIRE Stage and at the Workshop Live area, active networking in dedicated meeting zones and the feeling that the global tire industry has relocated to Koelnmesse for a few days.

Video about THE TIRE COLOGNE: what it looks like live

To get a feel for the event’s atmosphere, it is enough to turn on a highlight video from the trade fair: walking through the halls, large stands, testing of new products and footage from the TIRE Stage.

On the official trade fair website, you can also find the video series “Highlights of Day 1–3”, which brings together the key moments of THE TIRE COLOGNE 2024: from panel discussions to activities in the Circular Economy Area and Workshop Live.

The history of THE TIRE COLOGNE: a young trade fair with a strong start

THE TIRE COLOGNE is a relatively young brand, but with a very confident track record. The premiere took place in Cologne in 2018 and immediately attracted more than 16,000 professional visitors from 113 countries and over 500 exhibitors. The very first edition showed that the market was ready for a new, strong international platform dedicated specifically to tires and wheels.

In 2022, the trade fair returned after the pandemic break and once again confirmed its status as an industry benchmark: around 12,000 visitors from 100 countries and approximately 300 exhibiting companies. The main focus areas were sustainability, digitalization and the future of mobility.

The 2024 edition became a real step change: the number of exhibitors grew to more than 430 companies, with 14,400 attendees and around 65 percent of visitors coming from abroad. Special emphasis was placed on sustainable development: a large Circular Economy Area was introduced, and a landmark agreement on more responsible handling of end-of-life tires was signed at the venue.

From 2026 onwards, the program will be strengthened by another powerful format: the global conference on off-the-road tires (Global OTR Conference) is moving to THE TIRE COLOGNE and will be held on the TIRE Stage, which further reinforces the trade fair’s status as an international hub for all segments of the tire market.

Advantages of THE TIRE COLOGNE: figures, scale and business focus

The main difference between THE TIRE COLOGNE and many other industry events is its clear specialization and strong international dimension. This is not a “general” automotive show, but a targeted B2B platform for tires and wheels, services and retreading.

According to the organizers, in 2024 around 46,400 square meters of gross exhibition space were occupied at Koelnmesse. The halls were divided into three themed worlds:

• Tyres | Wheels | Trade — tires, rims, trade and brands from budget to premium segments.
• Workshop Equipment | Services — equipment for workshops, service solutions and digital tools.
• Circular Economy — retreading, recycling, disposal and everything related to the tire life cycle.

In 2024, THE TIRE COLOGNE brought together 430 exhibitors from 35 countries and 14,400 attendees from 109 countries, with around 65 percent of visitors coming from abroad. For an exhibitor, this means that the exhibition stand attracts not only local clients, but also a targeted international audience from all over the world.

Another important advantage is the high proportion of decision-makers. A significant share of visitors are executives, business owners, purchasing managers and fleet managers who actually control investments in tires, services and equipment.

For companies that work in export or are only planning to enter the European market, THE TIRE COLOGNE becomes a fast and efficient way to “check the pulse” of the industry and meet key players over just three days.

Key exhibitors at THE TIRE COLOGNE 2026 : who you can meet at the stands

The trade fair program regularly features impressive booths from leading global tire manufacturers and major market players. Below are a few examples of companies that announced their participation and are closely associated with THE TIRE COLOGNE.

• Pirelli. The Italian brand uses THE TIRE COLOGNE 2026 as a stage for European premieres: in 2024, the company presented the new P Zero Winter 2 models and the Powergy range (including all-season and winter products), with a strong focus on safety and energy efficiency. At the Pirelli booth you can typically see both premium tires for high-performance vehicles and solutions for everyday driving.
• Hankook. Hankook combines its own product display in Cologne with participation in the Allianz Zukunft Reifen (AZuR) initiative, which promotes responsible waste handling and retreading. At THE TIRE COLOGNE 2026, the company showcases commercial and truck tires, innovative Alphatread solutions and its approach to sustainability.
• Linglong Tire. In 2024, Linglong occupied an impressive area in Hall 7 and presented the new Grip Master Winter model for the first time — a modern winter tire for the European market. The brand uses the trade fair to emphasize quality that meets the expectations of both OEMs and consumers in Europe.
• ZC Rubber (Westlake, Goodride and other brands). Chinese giant ZC Rubber turned THE TIRE COLOGNE 2024 into a showcase for its electric vehicle tire range under the motto “E-Mobility Is Coming Your Way”. At the booth, the company presented, for example, the Westlake ZuperAce EV and updated EV Ready models, demonstrating how it is moving from classic products towards solutions for new mobility.
• Nexen Tire. Nexen actively leverages highlight formats at the trade fair: the company not only presents its summer, winter and all-season tire lines, but also produces video content from THE TIRE COLOGNE to convey the atmosphere to clients and partners. For the brand, this is an important tool to strengthen its image as an innovative tire manufacturer, especially in Europe.
• BKT (Balkrishna Industries). The specialist in off-the-road and agricultural tires traditionally stands out with huge tires right at the entrance and its strong focus on OTR and agriculture segments. BKT uses THE TIRE COLOGNE 2026 to showcase the breadth of its portfolio and to demonstrate how modern OTR solutions meet durability and sustainability requirements.

Dozens of other brands add to this list: from Continental, Falken and Kumho to retreading and recycling companies, wheel suppliers and service equipment providers. As a result, visitors get an almost complete overview of the global tire market in one place.

Tips for visitors of THE TIRE COLOGNE in Koelnmesse

THE TIRE COLOGNE 2026 is an event with a very dense program: talks on the TIRE Stage, live demonstrations in Workshop Live, sessions in the Circular Economy Forum and meetings at the booths all run in parallel. To make your visit as productive as possible, it is worth preparing in advance.

• Define your visit goals. Clearly formulate what is most important for you: to find new suppliers, discover innovations in the OTR segment, choose equipment for your workshop, explore recycling solutions or track e-mobility trends.
• Study the Koelnmesse hall plan. THE TIRE COLOGNE uses several halls: one for tires and wheels, others for service, retreading and the circular economy. It is best to mark key booths and stages on the map in advance so you do not waste time on random movements.
• Use the trade fair’s online tools. Via the website and app you can view the exhibitor list, filter companies by product groups, save favorites and plan your route through the halls.
• Do not miss the TIRE Stage and Circular Economy Forum. These stages focus on the industry’s future: digitalization, skills shortages, regulatory changes, sustainability and tomorrow’s business models.
• Visit Workshop Live. Here, in live demo format, you can see what the workshop of the future will look like: new diagnostic solutions, calibration of driver assistance systems, modern equipment for tires and wheels.
• Plan time for networking. Meeting areas, cafés and evening events are ideal places to discuss partnerships, pricing and joint projects in a relaxed setting.

Another advantage of the location is that Koelnmesse is situated close to the Köln Messe/Deutz station, and there are many hotels and restaurants nearby. This makes visiting the trade fair convenient even with a very tight schedule.

Product and service categories at THE TIRE COLOGNE

The range of products presented at the trade fair covers the entire tire life cycle: from design and manufacturing to retreading, recycling and digital fleet management.

The main categories you can discover at exhibitors’ stands include:

• Tires for passenger cars, light commercial vehicles, trucks, buses, agricultural and construction machinery, industrial and OTR applications.
• Wheels and wheel systems — from alloy and steel rims to specialized solutions for commercial vehicles and off-road machinery.
• Workshop equipment: tire changers and wheel balancers, lifts, diagnostic systems and tire storage solutions.
• Fleet management systems, telematics, digital platforms for monitoring tire condition, pressure and mileage.
• Technologies and equipment for tire retreading: tread cutting, repair, hot and cold retreading.
• Recycling and disposal solutions: equipment for shredding, granulation and pyrolysis, technologies for secondary use of rubber.
• Consulting and services: tire logistics, staff training, IT solutions, marketing and sales support for dealer networks.

For visitors, this means the opportunity, within a single visit, to compare dozens of solutions in each category, ask technical questions directly to engineers and select the best partners for their business.

How to participate in THE TIRE COLOGNE 2026 as an exhibitor

To take part in THE TIRE COLOGNE 2026 as an exhibitor, you need to submit an application via the Exhibitors section on the official trade fair website. There you choose the participation format, stand type (row, corner, island), floor space and additional options — from marketing packages to setup and logistics services.

The organizer is Koelnmesse, supported by the German association BRV, so participation is structured and transparent: clear terms and conditions, rates per square meter, early bird discounts and detailed regulations for stand construction and operation.

A separate part of the preparation is the exhibition stand itself. Against the backdrop of impressive displays by global brands, it is important to stand out: think through the stand architecture, meeting areas, demo zones, interactive elements and visual messaging. The optimal solution is to entrust the design and construction of your exhibition stand or the rental of a modular stand to ESBAU, a professional exhibition stand builder in Europe. ESBAU helps adapt the stand concept specifically to the format of THE TIRE COLOGNE, Koelnmesse requirements and your goals: from lead generation to brand positioning.

Before submitting your application, it makes sense to answer a few questions:

• Which product lines and new developments you want to showcase in Cologne.
• Which markets and customer types you plan to target at the stand (distributors, fleets, retreading companies, etc.).
• How you will use the opportunities of the TIRE Stage, Circular Economy Forum and other formats to promote your brand.
• How you will handle lead follow-up after the trade fair: CRM, follow-up campaigns and meetings with key clients.

With the right planning, participation in THE TIRE COLOGNE 2026 becomes not just “being present at a trade fair”, but a powerful marketing and commercial tool that generates a flow of qualified leads and strengthens your company’s position in the global tire and wheel market.

Booth Builder at THE TIRE COLOGNE