High international demand and a strong market response underscore the trade fair’s relevance
With around 400 exhibitors from 33 countries and approximately 14,600 participants from 110 countries, THE TIRE COLOGNE 2026 once again confirmed its position as the leading international trade fair for the tyre and wheel industry. The event’s global significance was reflected in the high proportion of international visitors, with two-thirds of attendees coming from outside Germany.
THE TIRE COLOGNE is increasingly evolving from a pure product exhibition into a platform where the industry’s key challenges are discussed, innovations are showcased, and new perspectives for growth and competitiveness are explored.
“The challenges facing the industry are becoming increasingly complex and global. This makes platforms that provide orientation, consolidate knowledge, and facilitate dialogue between business, politics and science all the more important. THE TIRE COLOGNE fulfils precisely this role for the tyre and wheel industry,” said Oliver Frese, Chief Operating Officer of Koelnmesse.
WALK OF SERVICES Strikes a Chord with the Market
The WALK OF SERVICES highlighted the extent to which the industry is evolving. Building on the strong foundation of tyres and workshop equipment, digital solutions and value-added services are opening up new opportunities for growth and success. The strong market response was particularly evident in a 5% increase in German visitors and higher participation from the specialised tyre trade and workshop sectors.
With 147 participating companies, including 44 new exhibitors, the WALK OF SERVICES emerged as one of the most dynamic formats at THE TIRE COLOGNE 2026. The focus was on workforce solutions, system and process optimisation, tyre services, workshop technology, automotive services, as well as disposal and sustainability.
“With the WALK OF SERVICES, THE TIRE COLOGNE has created a platform that offers concrete solutions and fresh perspectives for trade and workshop businesses. The high level of participation and strong visitor interest confirm how relevant this offering is for the industry,” said Stephan Helm, Chairman of the German Tyre Retail and Vulcanisation Trade Association (BRV).
Cooperation with Global OTR Conference
A particular highlight of the event programme was the cooperation with the Global OTR Conference. The event brought together leading experts from the off-the-road segment and provided valuable insights into market trends, sustainability strategies, safety, digitalisation, and future prospects for special tyres.
These topics were not discussed as isolated trends but as interconnected developments that will increasingly shape the competitiveness of companies in the years ahead.
Circular Economy – a Key Success Factor
One of the trade fair’s major focus areas was the circular economy. Resource efficiency, recycling, retreading, and circular value chains were central themes across numerous presentations, panel discussions, and exhibition showcases.
The INNOVATION LAB also delivered practical insights through live demonstrations of innovative technologies. These demonstrations illustrated how digital solutions can enhance efficiency and unlock new business opportunities. Particular attention was given to RFID-based ecosystems, which enable greater transparency, improved process control, and data-driven services throughout the tyre lifecycle.
The participation of Oliver Krischer, Minister for the Environment, Nature Conservation and Transport of the Federal State of North Rhine-Westphalia, underscored the growing economic and political importance of these developments. During the event, he emphasised the critical role of circular value chains in building a future-ready industry and praised THE TIRE COLOGNE as an important platform for discussing practical solutions and new economic opportunities.
The next edition of THE TIRE COLOGNE will take place from 30 May to 1 June 2028 in Cologne.