The 2025 Overland Industry Report shows a significant increase in overlanding interest and participation among Americans over the past decade.
The Overland Expo event series issued the report Thursday. The report is based on surveys of 1,200 overlanders and 178 brands. The release comes before this weekend’s Overland Expo Mountain West event in Loveland, Colorado.
According to the report, 2.9 million Americans identify as overlanders, while 8 million Americans took an overlanding trip in 2024. That number is expected to grow by 50% to 12 million this year. Overlanding participation spiked from 2020 to 2022 and rose again in 2023. Overlanding participation tailed off in 2024 but has steadily grown to near its summer 2023 peak.
Six of 10 suppliers surveyed said the overlanding market will grow between 10% and 25% over the next five years.
The report divides overlanders into four groups: beginner, intermediate, experienced and expert. The report found beginners, consumers with under a year of experience, are most influenced to start overlanding by social media and online forums. Beginners are described as budget-conscious explorers learning the ropes. The report found they have plenty of information and little gear and favor easy-to-moderate terrain and digital research.
Half of all beginners take one to two trips a year. Three in five (61%) cite YouTube as their first spark for adventure.
Intermediate overlanders have between one and three years of experience. Consumers in this group start investing in gear and vehicle upgrades and are aged 35 to 55.
The experienced overlanders, participants with three to five years of overlanding experience, are well-equipped and driven. The report found experienced overlanders chase challenging and remote routes. Experienced overlanders tend to take six to 10 trips a year.
Expert overlanders have more than five years of experience. More than half will take 10 or more overlanding trips a year. Most are self-employed or retired, with incomes over $150,000.
“Unlike other sectors in camping, overlanding has not seen a large drop-off in interest in the post-pandemic years,” the report said, adding that international travel is a possibility for continued growth in overlanding. “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 and Mexico include about one out of every 20 overlanders.”
The report found 72% of new overlanders are Gen Z or millennials, with 41% under age 30.
Nearly all overlanding vehicles have undergone modification, with 95% of overlanders reporting modifications. Tires and suspension upgrades are the most common modifications.
A third of respondents spend between $1,000 and $3,000 annually on gear, with more than half spending at least $500.
