Overland Expo, a 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:
- 12-plus million Americans will overland in 2025, up from 8 million in 2024.
- Intermediate-level overlanders (1-5 years experience) make up the majority of the market — they take four-plus 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 six-plus 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.
Overland Expo Mountain West returns to Loveland, Colorado, this weekend, kicking off Friday, Aug. 22.
