SAN JUAN CAPISTRANO, Calif. – Overland Expo, the leading event series for vehicle-based adventure travel, has released its 2025 Overland Industry Report — offering one of the most comprehensive looks to date at the fast-growing overlanding community and industry.
The report, built from surveys of more than 1,200 overlanders and 178 brands, confirms what the community has long felt: overlanding is no longer a niche, it’s a movement. More than 12 million Americans are expected to overland in 2025, up from 8 million just a year prior.
“We created this report to better understand where the overlanding community is headed and what today’s consumers are actually looking for,” said Jessica Kirchner, VP of Consumer Events at Overland Expo. “This is about more than gear and vehicles. It’s about freedom, connection, and the growing desire to explore more responsibly.”
Key Findings from the 2025 Overland Industry Report:
- 12M+ Americans will overland in 2025, up from 8M in 2024
- Intermediate-level overlanders (1–5 years experience) make up the majority of the market — they take 4+ trips/year and regularly upgrade gear and vehicles
- 95% of overlanders modify their rigs, with most planning lighting, storage, and durability upgrades in the next year
- 1 in 4 overlanders has spent $20K+ on vehicle modifications
- 81% of suppliers say brand reputation drives purchases more than technical specs
56% of consumers still purchase gear at events like Overland Expo, despite the dominance of online shopping - Gen Z and millennials now make up 72% of new overlanders — with growing interest from urban and budget-conscious explorers.
- Top activities include hiking, fishing, photography, and off-grid exploration
- Most trips are short (under a week) but frequent, with nearly 4 in 10 overlanders taking 6+ trips per year.
- The Mountain West dominates destination trends, but international travel is on the rise.
The report also highlights how events like Overland Expo remain central to the overlanding experience, not just as gear hubs, but as education centers, community builders, and entry points for first-time adventurers.
Find the Overland industry report here.
About Overland Expo
Founded in 2009, Overland Expo is the world’s premier event series for do-it-yourself adventure travel enthusiasts. Hundreds of exhibitors of adventure travel equipment, camping gear, bikes, vehicles, and services convene at every Overland Expo event. Each Expo hosts hundreds of session hours of classes, including off-road driving techniques, adventure motorcycling, inspirational programs, roundtable discussions, demonstrations and the Overland Film Festival. Overland Expo is owned and produced by Emerald.
About Emerald
Emerald’s talented and experienced team grows our customers’ businesses 365 days a year through connections, content, and commerce. We expand connections that drive new business opportunities, product discovery, and relationships with over 140 annual events, matchmaking, and lead-gen services. We create content to ensure that our customers are on the cutting edge of their industries and are continually developing their skills. And we power commerce through efficient year-round buying and selling. We do all this by seamlessly integrating in-person and digital platforms and channels. Emerald is immersed in the industries we serve and committed to supporting the communities in which we operate. As true partners, we create experiences that inspire, amaze, and deliver breakthrough results. For more information, please visit www.emeraldx.com.
