4×4 Fest 2026 closes on a high, with visitor numbers doubling

The 22nd International Off-Road and Outdoor Show draws record crowds to Carrara, fills three exhibition halls and sells out its iconic Marble Quarry Tours. The next edition will take place on 8–10 October 2027.

MARINA DI CARRARA, 11 October 2026 – The 22nd edition of 4×4 Fest came to a close at CarraraFiere at 6 pm on Sunday, 11 October, following three days dedicated to off-roading, overlanding and outdoor adventure. The 2026 event ended on a high note, with exhibitors reporting strong results, visitor numbers doubling compared with last year and all three exhibition halls filled. Official manufacturer test drives and the event’s renowned Marble Quarry Tours were among the main attractions.

Three exhibition halls as the show expands

The event recorded significant growth in both commercial activity and exhibition space, with three halls in use—one more than in 2025—to meet rising demand from vehicle preparation specialists and manufacturers of off-road accessories and outdoor equipment.

Daniele Caldana of Tirreno Trade Srl highlighted the positive results:

“We are extremely satisfied with the results achieved at this year’s edition. We recorded significant growth both in exhibition space and in the number of participating brands, with exhibitors now occupying three full halls, and in visitor attendance, which practically doubled compared with last year. The revamped outdoor track was also a great success, delivering a unique and exhilarating spectacle for visitors. We are moving in the right direction, and these results confirm the value of the fruitful collaboration and strong partnership between IMM CarraraFiere and Tirreno Trade Srl.”

Manufacturer test drives and an exclusive ICHX quarry experience

One of the main highlights of the 2026 edition was the official test-drive programme offered by automotive manufacturers, giving hundreds of visitors and enthusiasts the opportunity to experience the latest models on the road and on dedicated driving courses.

EMC, Foton, Maxus, INEOS Grenadier and ICHX all attracted strong interest. ICHX also offered customers an exclusive driving tour through the Marble Quarries, combining a distinctive off-road experience with spectacular views across one of the world’s most striking marble-producing landscapes.

Sand and Marble Quarries: visitors take centre stage

The Marble Quarry Tours once again proved one of 4×4 Fest’s biggest attractions, with every available place taken. The popular Ravaccione Gallery Quarry Tour sold out early in the week, while a new, more comprehensive guided itinerary drew an enthusiastic response. The route combined the grandeur of the marble quarry basins with the adrenaline of the dynamic driving experience on the sandy Sand Emotion track. The experience also included an aperitif featuring lardo di Colonnata, the local cured pork speciality, served in an exceptional setting that brought together off-road adventure and the area’s renowned food and wine heritage.

Overlanding, vehicle preparation and Italian engineering in the spotlight

On-site shopping remained a key feature of the show, with enthusiasts taking advantage of special offers to purchase vehicle preparation equipment and accessories directly from exhibitors. Overlanding and long-distance adventure travel were undoubtedly among the leading market trends, alongside the more demanding and uncompromising side of extreme off-roading, from specialist tyres to bespoke components. Particular attention was drawn to new products manufactured entirely in Italy, showcasing the excellence and expertise of Italian industry in both high-precision engineering and onboard instrumentation.

From rally legends to emergency-response vehicles

4×4 Fest celebrated the wider world of four-wheel-drive motoring with a spectacular display of historic and iconic vehicles, including the legendary Lancia Delta Integrale. Known affectionately as the “Deltona”, the rally icon continues to inspire generations of motorsport enthusiasts. The event also showcased vehicles and personnel from the Folgore Paratroopers Brigade and Civil Protection, highlighting the vital role of four-wheel-drive vehicles in operational activities and emergency response.

A boost for the local economy and tourism

Beyond its commercial and sporting significance, 4×4 Fest reaffirmed its role as an important driver of economic activity across the Apuan area and the surrounding coastline. The arrival of exhibitors, drivers and visitors from across Italy and abroad generated a positive impact on the local economy, boosting demand for hotels, restaurants and businesses in Marina di Carrara and neighbouring towns. The event also helped extend the tourist season beyond the summer months.

4×4 Fest returns from 8 to 10 October 2027

Following the success of the 2026 edition, preparations are already under way for the next show. The 23rd edition of 4×4 Fest will return to CarraraFiere from 8 to 10 October 2027.

4X4 FEST press office – Euromediapro

Tel. +39 06 91516600 – +39 327 8716453

Email: 4x4fest.stampa@euromediapro.com

4×4 Fest 2026 is organised by

Internazionale marmi e macchine CarraraFiere S.p.A.

Viale G. Galilei, 133
Marina di Carrara (MS) – Italy

Tel. +39 0585 787963

Email: 4x4fest@carrarafiere.it

In collaboration with

Tirreno Trade

Centro Direzionale Olidor
Via Dorsale, 9 – Scala 9/c – Int. 29
54100 Massa (MS) – Italy

Email: info@tirrenotrade.it
commerciale@tirrenotrade.it