Overland Expo, the world’s premier event series for overland adventure travel, launched its first-ever southern California event on March 15-16, delivering what it said is its most successful debut event to date.
Overland Expo SoCal shattered past launch event records, with 19,000 attendees, 303 exhibitors and 84 hands-on classes, demos and activities drawing adventure enthusiasts from across the country.
“The turnout at Overland Expo SoCal far exceeded our expectations,” said Jessica Kirchner, vice president of consumer events for Emerald. “With 70% of attendees reporting SoCal as their first Overland Expo, exhibitors were particularly excited about the opportunity to connect with a new overlanding audience, eager to learn and begin building out their vehicles for adventure. Across the board, exhibitors considered the event a tremendous success, with many already securing their spots for next year based on the incredible turnout, strong sales and high engagement.”
Themes from exhibitor’s experiences include:
- A new and engaged audience: Exhibitors noticed a different demographic compared to other Overland Expos, with more families, beginners and new consumers eager to learn.
- High sales and product demand: Brands reported strong sales, some even selling out of inventory. Attendees were excited about new product launches, with some brands even taking preorders on-site.
- High energy and strong turnout: Exhibitors were impressed by the large crowd of 19,000 attendees, and were energized by the enthusiasm and engagement of attendees in the festival-like atmosphere.
- The location and timing: Southern California came through and delivered with its strong market potential. In addition to the ideal location, the timing was also beneficial as spring is a great opportunity to connect with consumers before peak adventure season.
- Valuable partnerships were forged: Exhibitors mentioned they found new partnership and brand collaboration opportunities that they hadn’t encountered at other events. The event provided a great platform for networking and brand exposure within the overlanding community.
Attendees traveled from across the country with strong representation from California, Arizona, Washington, Texas, Oregon, Colorado, Utah and Nevada. The show floor featured industry-leading brands, hands-on education and immersive experiences, offering something for both seasoned overlanders and newcomers.
Beyond the exhibitor booths, attendees had access to a variety of immersive activities and expert-led sessions. Overland Expo veteran Chris Bradley shared insider tips in “How to Get the Most Out of Overland Expo,” drawing from his experience attending every show. At the DIY Showcase and Creator Vehicle areas, the “My Perfect Rig” series gave attendees a firsthand look at incredible overland builds and gear setups. Food lovers gathered at the Backcountry & Culinary Pavilion, where Chef Corso led interactive cooking sessions like “No More Deli Sandwiches,” inspiring attendees to take their camp meals to the next level.
The weekend also included key networking and social events, such as the Women Who Wander Networking Event, which brought together female overlanders to share stories, tips and inspiration. Subaru kept the energy high with puppy adoptions and an in-booth party, where attendees enjoyed refreshments and checked out Subaru’s latest adventure-ready vehicles.
Overland Expo SoCal will return to Costa Mesa on March 14-15, 2026, building on this year’s excitement and strong attendance. The 2026 floorplan will expand for overland companies and include new indoor pavilions showcasing product categories that the audience embraces, such as surf, paddle, hike/run, climb, bike, photography and videography. This provides an opportunity for outdoor lifestyle brands to sell directly to passionate overland consumers.
Following the overwhelming success of Overland Expo SoCal, the event series looks ahead to its next stops.
Upcoming 2025 Overland Expo events:
- Overland Expo West – May 16-18 | Flagstaff, Arizona
- Overland Expo PNW – June 27-29 | Redmond, Oregon
- Overland Expo Mountain West – Aug. 22-24 | Loveland, Colorado
- Overland Expo East – Oct. 3-5 | Arrington, Virginia
For more information, visit overlandexpo.com and join for the next event. See the 2025 SoCal recap below:
