Overland Expo has released its 2025 Overland Industry Report, revealing significant growth in the vehicle-based adventure travel sector. The report surveyed more than 1,200 overlanders and 178 brands to analyze market trends and consumer behavior.
The data shows overlanding participation will reach 12 million Americans in 2025, representing a 50% increase from 8 million participants in 2024. This growth indicates overlanding’s transition from a specialized activity to mainstream recreation.
Consumer Spending and Vehicle Modifications Drive Market Growth
The report identifies intermediate-level overlanders as the dominant market segment. These participants, with 1-5 years of experience, take four or more trips annually and regularly invest in gear and vehicle upgrades.
Vehicle modification remains prevalent, with 95% of overlanders modifying their rigs. Popular upgrades focus on lighting, storage, and durability improvements. Consumer spending reflects this trend, as one in four overlanders has invested more than $20,000 in vehicle modifications.
Brand reputation influences purchasing decisions more than technical specifications, according to 81% of suppliers surveyed. Despite online retail dominance, 56% of consumers continue purchasing gear at events like Overland Expo.
Demographics and Trip Patterns
Gen Z and millennials comprise 72% of new overlanders, with growing participation from urban and budget-conscious explorers. This demographic shift suggests broader appeal beyond traditional outdoor enthusiasts.
Trip frequency exceeds duration for most participants. Nearly 40% of overlanders take six or more trips per year, though most trips last under one week. Popular activities include hiking, fishing, photography, and off-grid exploration.
The Mountain West leads destination preferences, but international travel is on the rise.
Industry Events Maintain Central Role
“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, vice president 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.”
The report emphasizes that events like Overland Expo function beyond retail spaces, serving as education centers, community builders, and entry points for first-time participants.
Founded in 2009, Overland Expo produces events featuring adventure travel equipment exhibitors, educational sessions, and film festivals.Â
The complete 2025 Overland Industry Report is available here.
