The numbers don't lie. Over eight million Americans hit the dirt roads, forest trails, and remote backcountry routes on overlanding trips in 2024. And that figure is expected to jump to more than 12 million in the years ahead — a 50 percent increase that signals something bigger than a trend. For a lot of people, overlanding isn't a weekend hobby anymore. It's a lifestyle. And Subaru has been paying close attention.
The Japanese automaker is coming back as the title sponsor of the 2026 Overland Expo, the largest and most well-known event series in the overlanding world. For those unfamiliar, Overland Expo draws tens of thousands of adventure travelers each year across multiple stops throughout the country. Think of it as part trade show, part skills clinic, part community gathering — and this year, Subaru is putting its name front and center.
What Camp Subaru Actually Looks Like
When attendees walk into the Subaru footprint at any of the 2026 Overland Expo stops, they're not just going to see a row of cars sitting under a tent. The company is calling its setup Camp Subaru, and it's being built out as a full destination within the event.
Image credit: Subaru
On the vehicle side, Subaru is bringing its most trail-capable lineup to date. The 2026 Crosstrek Wilderness, the 2026 Outback Wilderness, and the 2026 Forester Wilderness will all be on hand. Joining them are two newer additions to the family — the 2026 Trailseeker and the 2026 Forester Hybrid. These aren't showroom display models. They're the kind of vehicles people at Overland Expo actually want to look over closely, crawl under, and ask hard questions about.
Alongside the vehicles, Subaru is bringing in accessories and gear from REI and Thule — two brands that serious outdoorsmen already trust. This is a smart move. Anyone who's spent time at overlanding events knows the aftermarket world can feel overwhelming. Having a curated selection of quality gear from names people recognize takes some of the guesswork out of outfitting a rig.
But the Camp Subaru experience goes well beyond looking at trucks and shopping for roof racks.
Workshops That Actually Teach You Something
One of the more valuable parts of what Subaru is bringing to the expo is the educational programming. Attendees will have access to hands-on workshops covering off-road driving techniques, camp setup, navigation, route planning, and — perhaps surprisingly to some — pet travel safety. These aren't thirty-minute marketing presentations. They're designed to give people practical knowledge they can use on their next trip out.
For someone who's been overlanding for years, some of this might be familiar territory. But for someone who just bought a Forester Wilderness and wants to get serious about going further off the pavement, this kind of access to experienced instructors is exactly what they need.
The workshops also create a natural gathering point. Overlanders are a community, and a big part of why people show up to these events is to talk shop with others who get it. Camp Subaru is being designed specifically as a hub where Subaru owners — or anyone who's curious about what these vehicles can do — can connect, swap stories, and start thinking about customization options for their own setups.
Alan Bethke, Senior Vice President of Marketing at Subaru of America, put it plainly: "Subaru owners are known for their enthusiasm around outdoor adventures, and Overland Expo is a prime destination for them to meet, share stories, and plan for their next excursions. We want to do everything we can to support them and their dedication to our brand with access to our latest off-road-ready vehicles, unique onsite experiences, and inspiring discussions."
It's the kind of statement that sounds like marketing copy until you actually walk through a Subaru-heavy trailhead parking lot and realize how genuinely passionate the brand's owners tend to be about the outdoors.
Live Podcast Recordings and Entertainment
For those who follow the Subie and YOU! podcast, Camp Subaru will feature live recording sessions throughout the event series. It's a chance to see how the sausage gets made, hear conversations with guests in real time, and be part of something a little different from the typical expo experience.
There will also be live music, limited-edition giveaways, and exclusive Subaru gear available on site. These are the kinds of touches that keep people hanging around a booth longer than they planned and give the whole space more of a festival atmosphere than a sales floor.
The Dogs Are Invited Too
This one might catch some people off guard, but it fits perfectly with who Subaru's owners actually are. Under the company's Subaru Loves Pets initiative — part of the broader Subaru Love Promise that guides the company's community involvement — Subaru will be partnering with local animal shelters at every single stop of the 2026 Overland Expo series to host pet adoptions.
They're not stopping there. The company will also run workshops on pet travel safety, hand out complimentary dog treats, set up pet water stations across the venue, and hold pet-focused giveaways. If someone is heading out on a weekend trip with their dog and wants to know the right way to secure a crate in the back of a Forester, or how to handle heat and hydration on the trail, these sessions are worth showing up for.
It's also worth noting that this initiative reflects something real about the brand's culture. Subaru of America has donated more than 340 million dollars to various causes over the past two decades and its employees have logged over 115,000 volunteer hours. The pet adoption component at Overland Expo isn't a one-off stunt. It's consistent with how the company has operated for a long time.
Exclusive Perks for Subaru Owners
At select stops on the 2026 tour, Subaru is rolling out something called Subaru Base Camp — a camping area reserved exclusively for Subaru owners. Those who get access will be able to enjoy complimentary food and beverages, as well as yoga classes. There's also a complimentary evening reception in the mix at certain locations.
It's a smart way to reward the existing owner base while also giving people a reason to stay on site longer and go deeper into the experience. For someone who drives several hours to attend one of these events, having a dedicated space to set up camp among other Subaru owners adds real value.
Where and When to Show Up
The 2026 Overland Expo series covers five locations across the country, spread throughout the year:
Costa Mesa, California runs March 14 through 15. Flagstaff, Arizona follows on May 15 through 17. Redmond, Oregon is scheduled for June 26 through 28. Loveland, Colorado takes place August 21 through 23. The series wraps up in Arrington, Virginia on October 23 through 25.
That spread means there's a realistic shot for most people in the continental United States to attend a stop within a reasonable drive. The Flagstaff and Loveland stops in particular tend to draw hardcore overlanding crowds given their proximity to serious off-road terrain.
Why This Matters Beyond the Expo
Subaru's return as title sponsor isn't just a marketing decision. It reflects a broader reality about where the adventure vehicle market is heading and who is actually showing up to these events.
Overlanding has historically been dominated by heavy-duty trucks and purpose-built four-wheel-drive rigs with serious lift kits. But in recent years, the crowd has diversified considerably. The barrier to entry has come down, and a lot of people are discovering that a capable all-wheel-drive wagon or crossover — properly equipped — can handle more than they expected.
Subaru has been quietly building its Wilderness sub-brand into something that deserves attention. The Outback Wilderness, Forester Wilderness, and Crosstrek Wilderness all come from the factory with raised ride height, all-terrain tires, and tuned suspension. The Trailseeker, which makes its Overland Expo debut this year, pushes that direction even further. These vehicles aren't pretending to be off-road capable. They actually are — within a specific kind of overlanding that prioritizes accessibility, reasonable cost, and reliability over extreme rock crawling.
That's exactly the kind of overlanding most people do. The vast majority of overlanders aren't running the Rubicon or navigating the Moab slickrock. They're camping in the mountains, driving forest service roads, crossing streams, and exploring places that require a capable vehicle but not a dedicated expedition rig with a 12-inch lift.
For that audience, a well-equipped Subaru Wilderness model loaded up with a quality rooftop tent from Thule and the right recovery gear from REI is a genuinely compelling setup. And seeing it all laid out at Camp Subaru — with instructors walking through how to use it and other owners sharing their own real-world experience — is exactly the kind of environment where people go from curious to convinced.
Subaru of America, headquartered in Camden, New Jersey, operates as an indirect wholly owned subsidiary of Subaru Corporation of Japan and distributes vehicles through roughly 640 retailers across the country. All Subaru vehicles are manufactured in zero-landfill plants, including Subaru of Indiana Automotive, the only automobile manufacturing plant in the United States that has been designated a backyard wildlife habitat by the National Wildlife Federation.
For full details on the Subaru presence at this year's Overland Expo series, the company is directing people to subaru.com/overlandexpo.
The 2026 season is shaping up to be the most significant year yet for Subaru at Overland Expo. Whether someone is a longtime Subaru loyalist looking to get more out of their rig, or an experienced overlander who's never seriously considered a Subaru before, Camp Subaru is worth a visit. The workshops alone make it worth the stop.
