On March 15-16, the highly anticipated Overland Expo SoCal opened at the Orange County Fair & Event Center in Costa Mesa, California. The B2C show for DIY adventure travel enthusiasts kicked off its inaugural journey with record-breaking participation, breathing new life into the adventure travel industry.
As the latest addition to the Overland Expo series, Overland Expo SoCal achieved impressive results in its inaugural year. According to organisers Emerald, the show attracted 19,000 attendees, 303 exhibitors and 84 interactive classes, demonstrations and events. These numbers not only broke previous show start-up records, but also brought together adventure travel enthusiasts from all over the U.S., especially from the West and Pacific Northwest. The show floor was packed with people and enthusiasm for a two-day adventure travel extravaganza.
During the show, attendees were immersed in a wide variety of activities. From professional off-road driving skills courses and adventure motorbike riding training, to inspiring speaker programmes, roundtable discussions and screenings at the Overland Film Festival, each event offered attendees the opportunity to learn more about adventure travel. The show also featured the Women Who Wander Networking Event, a platform for female adventure travellers to share stories, exchange experiences and gain inspiration. The Subaru booth added to the fun by hosting a puppy adoption event and a booth party where attendees were able to get up close and personal with Subaru's newest adventure travel vehicles while enjoying food and drinks.
For exhibitors, Overland Expo SoCal was a huge success. According to Emerald officials, exhibitors generally reported that the show reached a different audience than in the past, attracting more families, novices and new consumers who are passionate about adventure travel and eager to learn about it. This new audience engagement has opened up new market opportunities for exhibitors. Many brands achieved strong sales at the show, with some even selling out of their inventory and others receiving product pre-orders on-site. Exhibitors were impressed with the enthusiasm and engagement of attendees, and felt that the festive atmosphere created by the show greatly stimulated attendees' interest in adventure travel and their desire to buy. Additionally, the spring timing of the show provided a great time for exhibitors to connect with consumers before the peak of the adventure travel season. What's more, exhibitors met new partners and discovered new opportunities for brand collaboration at the show, which is important for their brand exposure and network expansion in the adventure travel community.
Overland Expo SoCal didn't happen by accident. According to Lindsay Hubley, Senior Vice President of Emerald, Southern California has always been an important target market for Overland Expo. Demographics have long shown that a significant portion of the show's attendees and exhibitors come from California and surrounding states. Therefore, bringing the show to Southern California will not only better serve the region's adventure travel enthusiasts, but also tap into the area's untapped market potential.
The successful debut of Overland Expo SoCal not only provides a new platform for adventure travel enthusiasts to communicate and learn, but also brings new business opportunities for companies in the adventure travel industry. With more and more people becoming interested in adventure travel, Overland Expo SoCal is expected to continue to grow and develop into one of the key trade shows in the adventure travel sector in the future. Exhibitors can't wait to book their booths for next year and look forward to meeting the enthusiastic attendees again at Overland Expo SoCal to promote the adventure travel industry.
Ministry of Commerce of the People's Republic of China 