The overlanding market is growing — and evolving fast. As a leading voice in the overlanding space, Overland Expo connects consumers, brands, and industry professionals.
Based on data from thousands of consumers and industry insiders, the 2025 Overland Industry Report offers a first-of-its-kind look at who today’s overlanders are, what they value, and where the market is headed.
Whether you’re a manufacturer, retailer, or brand looking to grow in this space, this report delivers the insights you need to lead with confidence.
Welcome to the 2025
Overland Industry Report.
Overland Expo® is the world’s premier event series for do-it-yourself adventure travel enthusiasts, with hundreds of session-hours of classes for 4-wheel-drive enthusiasts and adventure motorcyclists, inspirational programs, speakers & trainers from all over the world, the Overland Film Festival, roundtable discussions, demonstrations, food, and a large expo featuring several hundred vendors of adventure travel equipment, camping gear, bikes, vehicles, and services.
Founded in 2009, Overland Expo is the world's premier event series for do-it-yourself adventure travel enthusiasts. Hundreds of vendors 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 for off-road driving techniques, adventure motorcycling, inspirational programs, roundtable discussions, demonstrations, as well as the Overland Film Festival. Overland Expo is owned and produced by Emerald.
ABOUT OVERLAND EXPO
CONTACT OVERLAND EXPO
ATTEND AN OVERLAND EXPO
EXHIBIT AT OVERLAND EXPO
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2025
Industry Report
Enter
Why We Did This
What You'll Learn Today
To capture real insights from the community and give businesses the data they need to adapt, grow, and lead.
We'll explore key consumer insights, emerging industry shifts, and unique takeaways to help guide your strategy.
The Overland Consumer
Market Outlook
Gear & Vehicle Insights
about overland expo
The Overland Consumer
Market Outlook
about overland expo
THE OVERLAND CONSUMER Top Takeaways
Beginner:
Just Getting Started (less then 1 year experience)
AGE + INCOME + REGIONS
EXPERIENCE
TRAVEL PARTNERS
PLANNING THE JOURNEY
THE OVERLAND CONSUMER
Experienced:
Committed & Well-Equipped (3-5 years experience)
Expert:
Fully Invested In The Lifestyle (more then 5 years experience)
Who They Are
New to overlanding, often casual participants building their skills, gear and knowledge base. Influenced by social media and online forums.
CONSUMER PROFILES
Persona Snapshot
Budget-conscious explorers learning the ropes. Gear-light and info-heavy, they favor easy-to-moderate terrain and digital research.
56%
take 1-2 trips per year.
51%
travel 1-3 days per trip.
61%
cite Youtube as their "first spark" for adventure.
71%
travel seasonally.
Key Stats
Most beginners are under 40 years old and hail from the West(37%) and Southwest(24%) regions.
Most have an income under $75k.
Intermediate:
Gaining Confidence (1-3 years experience)
THE OVERLAND CONSUMER
Trip Duration: Most overlanders travel less than a week
Overlanders tend to take trips of less than seven days; however, about one out of seven take More extended trips of Two Weeks or More.
42% Short trips (4-7 days)
26% Weekend (1-3 days)
17% Medium trip (1-2 weeks)
9% Long trip (2-4 weeks)
4% Extended journey (1-3 months)
2% Expedition (more than 3 months)
Trip Frequency, Per Year
Top Activities: Fishing, Hiking, and Capturing the Wild
What They Seek: Solitude, Scenery and a Sense of Escape
Age, Income + Regional Data
The typical overlanding participant skews 35-54 years old. The strongest growth in recent years is seen among younger and female enthusiasts.
The average income level of the typical overlander is $75,000 - $150,000+, with income levels rising alongside experience.
The most popular regions for overlanding trips are in the western United States, including the Mountain and Pacific regions, with growing interest in Canada and the south Atlantic.
CONSUMER PROFILES
3% More than 20 trips
5% 11-20 trips
17%
6-10 trips
46%
3-5 trips
29%
1-2 trips
3% More than 20 trips
5% 11-20 trips
17% 6-10 trips
46% 3-5 trips
29% 1-2 trips
Experts/Knowledgeable
Overall
55
58
51
55
52
47
47
48
Fishing
Hiking
Wildlife viewing
Photography
Cultural site visits
Boating
Hunting
Canoeing + kayaking
ATVing
Rock climbing
Mountain biking
Other
38
41
33
35
30
37
26
28
24
25
23
31
16
21
5
6
The average overlander takes about 4 trips annually. Nearly 4 in 10 overlanders go 6 or more times per year.
Fishing, hiking, wildlife viewing and photography are among the most popular trip activities.
68%
39%
26%
17%
13%
6%
7%
8%
5%
29%
38%
39%
38%
29%
21%
17%
15%
10%
Overlanders are aesthetic, visual explorers. While getting out there is important, a beautiful landscape is essential.
Scenic beauty
Remoteness/ solitude
Wildlife viewing opportunities
Historical sites
Cultural experiences
Access to supplies/services
Technical driving challenges
Cell service/
connectivity
Amenities (showers, restrooms, etc.)
Extremely important
Somewhat important
Travel Partners: Mostly Partners, But Solo & Friends Are Big Too
When They Travel
Summer Leads, But It's A Year-Round Passion
3% More than 20 trips
5% 11-20 trips
17% 6-10 trips
46% 3-5 trips
29% 1-2 trips
1% Primarily in winter
6% Primarily in spring
64%
Year-round
21%
Primarily summer
8% Primarily in fall
The typical overlanding group size includes 2 individuals, most typically the spouse or partner. Close to half include their friends (even more than their children). Overlanding by yourself, or "Solo Landing," accounts for nearly a third of the typical overlanding experience.
70
49
22
14
5
3
3
2
8
4
32
Partner/spouse
Friends
Their children
Organized groups/clubs
Siblings
Grandchildren
Parents
Guided tours
Other family members
Other
No one else - solo
Planning The Journey: From Youtube to Trail Maps
Gear & Vehicle Insights
Key Stats
Most intermediates fall in the 35-55 age range and live in the West and Mountain West regions.
Income ranges from $75k-$125k.
Who They Are
Confident and curious, intermediates take more trips and start investing in gear and vehicle upgrades.
Persona Snapshot
Eager explorers investing in their gear and venturing into more challenging terrain. Hands-on learners starting to push boundaries.
48%
take 3-5 trips per year.
63%
travel seasonally.
27%
travel year round.
46%
travel 3-5 days per trip.
53%
cite inspiration from friends & family getting them started.
45%
are inspired by Youtube.
Key Stats
Most experienced overlanders fall in the early 30s-late 50s age range. They hail primarily from the West, but can be found across the country.
59% have an income of $100K+.
Who They Are
Serious, consistent adventurers. These overlanders prioritize performance, safety, and year-round exploration.
Persona Snapshot
Well-equipped and driven, they chase challenging, remote routes. Deeply invested in rig performance and preparedness.
41%
take 6-10 trips per year.
51%
travel year round.
44%
travel 5-7 days per trip.
64%
cite desire for personal adventure as their "first spark"
Key Stats
Most expert overlanders fall in the 45-65 age range. They can be found all over the country.
Most are self employed or retired with incomes of $150k+.
Who They Are
Overlanding is a lifestyle, not a hobby. These are international travelers and technical experts with a self-reliant mindset.
Persona Snapshot
Elite, survival-focused travelers who seek the most remote, technically challenging routes. Fully equipped and fully committed.
53%
take 10 or more trips per year.
71%
travel year round.
48%
travel 7+ days per trip.
73%
cite a desire for personal exploration as their "first spark"
70% Maps
62% Previous personal experience
57% Online forum communities
57% Recommendations from friends/family
55% Youtube or TikTok videos
45% Guidebooks
40% Social media
31% Overlanding apps or websites
2% Organized tour companies
4% Other
Overlanders leverage a multitude of information sources to plan their trips. While maps and experiences are the most used research methods, personal, online and family shared experiences control their attention when researching. Youtube and TikTok videos also play a significant role in the research experience.
CONTACT OVERLAND EXPO
ATTEND AN OVERLAND EXPO
EXHIBIT AT OVERLAND EXPO
Where They Go: The Mountain West Dominates
About one-fourth of overlanders take trips to international destinations.
BEGINNER
INTERMEDIATE
EXPERIENCED
EXPERT
The Overland Consumer
Market Outlook
about overland expo
GEAR & VEHICLE
insights
What They Drive: SUVs & Trucks Lead The Way
VEHICLE PREFERENCES
GEAR PREFERENCES
SPENDING HABITS
DECISION MAKING
INDUSTRY PERSPECTIVES
GEAR & VEHICLE INSIGHTS
GEAR & VEHICLE INSIGHTS
32% SUV
24% Mid-size truck
23% Full-sized truck
11% Purpose-built expedition vehicles
8% Vans or camper vans
2% Crossover
Vehicle Age
Vehicle Preferences
What Vehicles Are Mentioned Most By Suppliers?
About one-third of overlanders use SUVs for their trips, while almost half (47%) use a mid- or full-sized truck.
Camper vans and crossovers are much less likely to be used.
7% Less than 1 year old
29%
More than 10 years old
Both New and Old Rigs Are Built For the Trail
25%
Roof top tent
All-terrain or off-road tires
Gear & Vehicle Insights
Brand reputation
Online reviews
Friends & family recommendations
Youtube videos
In-person demonstrations
Overlanding forum discussions
Magazine articles
Social media content
Top Vehicle Mods: Tires, Suspension & Roof Racks Dominate
Mod Trends: What Owners Are Upgrading First
What's Next: Planned Vehicle Modifications for 2025
Gear Preferences
Gear Priorities: What's In Every Overlander's Kit
What Overlanders Are Buying in 2025
Spending Habits
Mod Investments: One in Four Spend $20K+ On Their Vehicles
Gear Spending: Most Overlanders Invest $1K-$3K Annually
Decision Making
What Drives A Purchase: Brand Reputation Tops The List
Why Reputation Matters More Than Specs
Where They Shop
Industry Perspectives
Shifting Demand: Rise of Mid-Size Trucks, Decline in Vans
Top Product Requests and Emerging Needs: Camping Gear, Mods and Accessories
What Consumers Want Next
Supplier Shifts: One in Five Brands Have Evolved Their Overland Lineup
Where Consumers Buy
How Often Do They Upgrade? Most Replace Gear Within 5 Years
The Power Of Events: Expos Drive Awareness and Sales
26%
1-3 years old
26%
7-10 years old
26%
4-6 years old
Suspension upgrades
Auxiliary lighting
Roof rack or rooftop tent mounting system
Navigation or communication equipment
Winch or recovery equipment
Armor (skid plates, bumpers, etc.)
Lift kit
Electrical system upgrade (dual battery, solar, etc.)
Storage systems or drawers
Water storage or filtration systems
Custom sleeping platform
Additional fuel capacity
Snorkel or air intake modifications
No modifications made
Other
64%
81%
56%
55%
52%
51%
49%
48%
47%
46%
37%
30%
27%
13%
5%
12%
95 percent of overlanders have made some type of modification to their vehicles, most commonly tires and suspension upgrades.
There is less of a focus on water storage, custom sleeping setups, and fuel capacity.
59%
All-terrain or off-road tires
50%
Suspension upgrades
27%
Auxiliary lighting
50%
Roof rack or rooftop tent mounting system
14%
Navigation or communication equipment
36%
Winch or recovery equipment
23%
Armor (skid plates, bumpers, etc.
32%
Lift kit
32%
Electrical system upgrade (dual battery, solar, etc.)
41%
Storage systems or drawers
9%
Water storage or filtration systems
23%
Custom sleeping platform
5%
Additional fuel capacity
1%
Snorkel or air intake modifications
12%
Other
After the initial purchase, the greatest change owners are making is for their tires, which is also the top modification mentioned by participants.
Secondarily, suspension upgrades (also the second most common modificiation among participants) and roof mounting systems (a top tier mention among participants) are also mentioned.
Consumers are more likely to place lighting and navigation in the top tier, while suppliers place both further down the list.
After the initial purchase, the greatest change owners are making is for their tires, which is also the top modification mentioned by participants.
Secondarily, suspension upgrades (also the second most common modificiation among participants) and roof mounting systems (a top tier mention among participants) are also mentioned.
Consumers are more likely to place lighting and navigation in the top tier, while suppliers place both further down the list.
12%
Other
6%
Snorkel or air intake modifications
8%
Lift kit
9%
Custom sleeping platform
11%
Additional fuel capacity
12%
Water storage or filtration system
12%
Roof rack or rooftop tent mounting system
13%
Navigation or communication equipment
15%
Winch or recovery equipment
18%
All-terrain or off-road tires
18%
Suspension upgrades
19%
Electrical system upgrades (dual battery, solar, etc.)
19%
Armor (skid plates, bumpers, etc.)
20%
Storage systems or drawers
20%
Auxiliary lighting
22%
None or no modifications planned
23%
19%
18%
Ground tent
Vehicle-integrated camper
Sleep inside vehicle (no additional shelter)
Portable stove or burner
83%
39%
29%
28%
26%
24%
Campfire cooking
Instant meals (no cooking)
BBQ or grill
Built-in vehicle kitchen
Dutch oven or cast iron cooking
Preferred Shelter
Cooking Methods
Top Safety Gear
Navigation
Shovel
Air compressor
84%
81%
Tire repair kit
73%
Recovery and tow points
71%
Smartphone apps
80%
Physical maps
65%
GPS unit (dedicated unit)
50%
Satellite communicator
39%
Compass
31%
Vehicle's built-in navigation
34%
5% Ground tent
8% Rooftop tent
9% Sleeping bag or pad
16% Cooking equipment
18% Navigation or communication devices
19% 12V refrigerator or freezer
20% Camping furniture
20% Water storage or filtration
22% None planned
25% Recovery equipment
25% Lighting
27% Power or electrical systems
29% Storage solutions
Systems, storage, and recovery equipment are the top investment choices for 2025. Other modifications or additions are "nice-to-haves" as they account for only a 1 in 5 chance of purchase in the next 12 months.
One in four respondents claim that they spent $20,000 or more on modifications, which may correlate with the usage of older vehicles.
Those who own purpose-built expedition vehicles have the greatest investment in modifications (63% spent $20,000+) while those who use crossovers spend the least.
26%
$20,000 or more
20%
$10,000-$19,999
21%
$5,000-$9,999
13%
$3,000-$4,999
11%
$1,000-$2,999
4%
Nothing
5%
<$1,000
An overwhelming majority of overlanders spend more than $500 annually on gear.
The annual spend is most commonly between more than one thousand but less than three thousand.
3%
Nothing
3%
$10,000 or more
5%
$5,000-$9,999
14%
$2,500-$4,999
16%
<$500
26%
$500-$999
33%
$1,000-$2,499
Brand reputation is the most influential factor in the purchase decision, followed closely by online reviews.
It's notable that in-person demonstrations, such as Overland Expo, are highly influential as well.
Extremely influential
Somewhat influential
18%
43%
17%
43%
20%
38%
17%
39%
21%
35%
7%
32%
5%
23%
4%
19%
81 percent of the suppliers surveyed indicate that brand reputation is important above and beyond technical specifications when it comes to consumer decision-making (compared to 61 percent of consumers who say brand reputation is influential in their purchase decision).
Only 7 percent say that brand reputation is not important when compared to technical specs.
Overlanders purchase their gear online across the board. Outdoor retailers also represent a large block of overlanders.
More than half also rely heavily on expos and trade shows.
Other
Specialty overlanding retail
(physical stores)
Secondhand or used
Overlanding expos or shows
Direct from manufacturers
General outdoor retailers
(REI, Cabela's, Bass Pro, etc.)
Online marketplaces (Amazon, eBay, etc.)
Specialty overlanding retailers
(online)
70%
69%
65%
60%
56%
35%
27%
3%
Suppliers are likely to say that SUVs and mid-size trucks are most frequently mentioned, which mirrors the results from the participant survey. Only about one-fourth mention crossovers.
Camper vans are mentioned relatively frequently by suppliers, but are used by only 9% of participants.
SUVs
Mid-size trucks
Vans & camper vans
Full-size trucks
Purpose-built expedition vehicles
Crossovers
Other
Uncertain
61%
57%
43%
39%
30%
26%
22%
4%
The greatest shift suppliers have observed is increased demand for mid-size trucks.
Demand for crossovers, purpose-built expedition vehicles, as well as vans and camper vans have all seen a net decline in demand.
Mid-size trucks
Full-size trucks
Purpose-built expedition vehicles
SUVs
Vans & camper vans
Crossovers
41%
45%
14%
NET CHANGE +27
NET CHANGE +9
NET CHANGE -5
NET CHANGE +13
NET CHANGE -4
NET CHANGE -5
32%
45%
23%
27%
41%
32%
27%
59%
14%
23%
50%
27%
18%
59%
23%
Increased demand
No change
Decreased demand
Camping & shelter equipment
Recovery & safety gear
Power & lighting solutions
Storage and organization systems
Communication tools
GPS and navigation apps
GPS and navigation tools
Stoves
Coolers
Portable showers
26%
Other (apparel, additional integrations, plug & play audio solutions, etc.)
19%
19%
15%
7%
7%
6%
4%
4%
2%
48%
When asked what products are being requested most often, camping gear tops the list, which is not surprising based on the usage among participants leans heavily into camping gear whether it's the shelter types or how they prepare food.
A notable request from participants is the request for apparel, additional integrations, and plug and play audio solutions for overland vehicles that fall outside of standard overland products.
More durability
57%
Multiple applications or uses
35%
Better variety of options
26%
Ability to use during extreme weather or during the off-season
26%
More sustainable
17%
More safety features
7%
Other
35%
The top feature customers are asking for include the durability of the products they are buying. Others (about one-third) seek multiple use innovations/developments.
It is notable that only 17% of suppliers surveyed say that they have had no changes to their overlanding portfolio in the past three years.
The largest block of suppliers have expanded their portfolio (57%) while one in five have made adjustments to the functionality of their products.
57%
6%
21%
17%
We have made no changes to our portfolio.
We have altered or adjusted the functionality of our products.
We have decreased our portfolio.
We have expanded our portfolio.
Fully 6 in 10 suppliers say that consumers are mostly researching overlanding gear online (7 in 10 consumers are buying their products online).
About 3 in 10 mention a mix of approaches to customer research.
Few are researching onsite at store locations.
Mostly online
A mix of approaches
Mostly at dealerships and aftermarket supplier locations
Mostly in-store locations
61%
29%
6%
4%
24%
48%
19%
57%
More than 5 years
Every 3-5 years
Every 1-2 years
Once a year or more
Three-fourths of the suppliers suggest that customers upgrade or replace their equipment within five years.
It is worth considering that 8 out of 10 consumers said that they plan some type of modification in the next year.
57%
29%
9%
5%
Somewhat of an influence
A great deal of influence
No influence
Only a small amount of influence
Nearly nine out of ten suppliers in the survey state that events, expos, and community gatherings have either a somewhat or great deal of influence on their sales (56% of consumers say they purchase at these events).
Only one in ten say these events don't have any influence on sales.
CONTACT OVERLAND EXPO
ATTEND AN OVERLAND EXPO
EXHIBIT AT OVERLAND EXPO
The Overland Consumer
Market Outlook
about overland expo
MARKET OUTLOOK:
Trends to Watch
MARKET SIZE
THE ROAD AHEAD
STEADY CLIMB
INTERNATIONAL GROWTH
SUSTAINABILITY AND EVs
EMBRACING THE NEW OVERLANDER
TRENDS TO WATCH
TRENDS TO WATCH
CONTACT OVERLAND EXPO
ATTEND AN OVERLAND EXPO
EXHIBIT AT OVERLAND EXPO
Gear & Vehicle Insights
Over the next five years, six out of ten suppliers surveyed feel that the growth rate will be between 10% and 25% for the overlanding market overall.
Market Size: 8 Million+ And Growing
FROM NICHE TO MAINSTREAM
2.9 M Americans currently identify as overlanders*
8M+ took an overlanding trip in 2024
EVENT EXPANSION
Overland Expo attendance grew from 5,000 in 2021 to ~80,000 across four events in 2024
VEHICLE + GEAR GROWTH
15%+ increase in sales of overland-capable vehicles and complimentary gear
LOOKING AHEAD
12M+ Americans are expected to overland in 2025 and beyond*
International Growth: Global Destinations Are On The Rise
21%
Typically explore
Plan to visit
38%
31%
16%
4%
4%
10%
14%
Net international travel
Canada
Mexico
Other international travel (Central/South America, Africa, Australia)
This look ahead suggests that international travel will almost double in the next two years.
While trips to Canada are most common, there is a projected 50% increase in trips to Mexico. The group seeking destinations apart from the U.S., Canada or Mexico includes about one out of every 20 overlanders.
Interest in overlanding has grown consistently over the past 10 years and is expected to continue to increase.
Unlike other sectors in camping, overlanding has not seen a large drop-off in interest in the post-pandemic years.
Steady Climb: Overlanding Stays Strong Post-Pandemic
*Source: Estimates are based on incidence of participation and interest from the 2025 Camping & Outdoor Hospitality Survey.
The Road Ahead: Overlanding Market Growth Outlook
62%
19%
9%
5%
5%
Sustainability and EVs
Embracing the New Overlander
A majority of the suppliers surveyed say that the rise of sustainable products has not impacted demand in the overlanding market.
About one-third say that sustainability has an impact on demand.
72 percent of new overlanders are Gen Z or Millenials. 41% are under age 30.
Urban dwellers (43%), often early in their careers and starting families.
Most earn under $75k, yet still invest in gear and trips.
Tent camping remains common (54%), despite interest in amenities.
Backcountry appeal is strong: 46% also enjoy backpacking.
Biggest barrier: lack of confidence in gear use (22% report this concern).
Motivated by freedom, solitude, and adventure but also convenience.
They participate in the most types of outdoor recreation of all camper groups.
They want physical activity, immersive experiences, and flexible gear setups.
51%
52%
27%
17%
18%
13%
4%
Q: Has the desire for sustainable products impacted demand in the overland product market?
Q: Will electric and hybrid vehicles impact the overlanding market?
18%
10-25% growth
Less than 10% growth
No growth
More than 50% growth
26%-50 growth
Not at all
Only a little
Somewhat
A great deal
Only about one in five suppliers feel that electric and hybrid vehicles will have any kind of major impact on the overlanding industry.
