Cracking the Code: Understanding the Overlanding Audience
From 2019 to 2022, Google searches related to ‘overlanding’ doubled — and the trend shows no signs of slowing down. The global overlanding market, valued at $456 billion in 2023, is projected to reach $620 billion by 2028, growing at a CAGR of 6.3%.
So, yes, your brand should consider going all-in on this new market. But before you do, let’s lay the groundwork.
What Does Overlanding Mean to Today’s Outdoor Adventurers?
Overlanding used to mean long-distance travel to remote locations where little exploration had occurred. Today, overlanding has turned into a bit of a buzzword. It’s used almost interchangeably with several other terms for vehicle-based outdoor recreation, like van life, off-roading, car camping, and more. However, overlanding has a rich history — it’s far more than just a catch phrase.
In the root of overlanding’s definition lies the concept that makes it central to so many different outdoor experiences beyond just remote exploration. At its core, overlanding is vehicle-supported adventure and expedition travel.
With purists, travel itself is the goal, but today’s overlanding audience has rewritten the definition. Overlanding now encompasses both the travel itself and the means to access other outdoor recreation activities, making it both the destination AND the journey.
Getting to Know the Overlanding Community
Understanding the audience that makes up the overlanding community is critical to successfully marketing your brand to this group. Who are these overlanders? Brad Nelson explained overlanders this way: “Overlanders might identify as campers, explorers, adventurers or nomads. Their hobbies often include photography or videography, hunting and shooting, fishing, birdwatching, kayaking, climbing, biking, and hiking.”
Overlanding is closely linked to the truck and off-road vehicle world, but it encompasses an evolving mix of people. According to Overland Expo, a few ideas separate overland travel from other vehicle-centered recreation activities.
The equipment: Having a capable vehicle that can withstand the rigors of extended exploration and off-road travel is key. These folks equip themselves with the necessities for adventure.
The skillset: Self-reliance is a necessity; they have the know-how when it comes to pitching a tent or patching a tire. And they’re prepared for all they may encounter on the road less traveled.
The map: Overlanding is all about exploration; this group is more open to detours and deviations, as they prioritize adventure, and don’t limit themselves to a particular destination, route or timeline.
The mindset: Overlanders tend to self-identify through the activities and sports they love, and they turn to overland travel for self-discovery, adventure, and meaning.
Connecting Overlanders With the Right Gear
As your outdoor adventure brand or attraction seeks to market to overlanders, it’s important to understand what overlanders are buying and what goes into their purchasing decisions.
Simply put, overlanders want to buy the right products. They aren’t typically concerned with coupons or prices; they take the “buy once, cry once” approach to spending. They know that if they invest in higher quality products, they’re less likely to need to replace faulty products later on. They also take into consideration their time.
For overlanders, time is valuable — and it’s limited. They won’t risk spoiling an adventure by cutting corners with a budget item. This group won’t use the same products for overlanding as they’ve had for tailgating. Products need to save space while offering comfort to create a home on the road. And, these consumers also care deeply about the spaces and places they’re exploring, so sustainability and responsible recreation remain strong considerations.
Overlanding’s Growth and Future Potential
From 2019 to 2022, Google searches related to overlanding doubled, and they haven’t slowed down. Especially in the U.S., there are no shortage of opportunities for overland travel, thanks to the abundant public open space managed by the U.S. Forest Service, National Park Service, and Bureau of Land Management as well as individual state agencies.
Because of overlanding’s surge in popularity, destinations are strategizing how to balance increased traffic with environmental preservation. More on that here. National parks, forests, and protected areas implement strategies to mitigate overlanders' impact, like designated campsites, permit systems, and activity restrictions during peak seasons or sensitive periods.
While some measures challenge unfettered access, they're essential for sustaining these cherished landscapes' natural beauty and ecological integrity. Brands and destinations prioritizing sustainability especially resonate with overlanders by championing eco-friendly products, Leave No Trace, and responsible land practices.
Up For the Challenge? So Are We.
The future of overlanding is not just about the journey or the destination — it's about creating sustainable, technology-enhanced experiences that resonate with a diverse and passionate community of adventurers.
As overlanding continues to evolve, the brands and destinations who are proactive in addressing emerging challenges and meet the sophisticated demands of this growing market will be the most successful. Don’t know where to start? We’re here to help.