Overland Expo West draws 28k attendees

Overland Expo West drew 28,500 attendees to Flagstaff, Arizona, this year, according to the event’s 2026 recap published by organizers. The May 15-17 gathering at Fort Tuthill County Park also drew visitors from all 50 states and 21 countries, which organizers described as the event’s largest international turnout yet. (overlandexpo.com) Organizers said 39% of attendees were new to Overland Expo, a figure that points to continued growth beyond the show’s core audience. The event featured 420 exhibitors, 132 presenters, trainers and VIPs, and 323 classes, seminars, demos, activities, slideshows and films. (overlandexpo.com) ### Why does the attendance figure matter beyond one weekend? The 28,500-attendee count puts the show among the larger consumer outdoor and vehicle gatherings in the U.S., and the recap shows the crowd was spread across both domestic and international markets. Organizers said Arizona accounted for 56% of attendees, followed by California at 11%, Nevada at 5%, Colorado at 4% and Texas at 3%, with another 3% arriving from outside the United States. The 39% first-timer figure suggests the event is still pulling in new buyers and hobbyists, not only repeat attendees. Organizers paired that audience with 420 exhibitors and more than 336 hours of instruction, a mix that keeps the show positioned as both a trade floor and a training event. (overlandexpo.com) ### What kind of overlanding gear and vehicles were on display? The 2026 recap shows a show floor built around factory-backed vehicles, aftermarket parts and expedition builds. Organizers highlighted the public debut of the 2026 Ultimate Overland Vehicle Build, based on a Nissan Frontier and Tune Outdoor camper, along with Winnebago’s ARKA Adventure Truck on a Ram 5500 platform. (overlandexpo.com) AEV also showed its FXL Super Duty for current-generation Ford F-250 and F-350 trucks, while Field Van unveiled what it called the Field Adventure Vehicle, built around the E350 platform. Those examples underline how the event mixes pickup-based, van-based and heavy-duty expedition formats instead of focusing on one vehicle type. (overlandexpo.com) ### Where does Toyota’s Trailhunter fit into that picture? Toyota has made Trailhunter a dedicated overlanding sub-brand rather than a single trim package, with the company’s official site listing Trailhunter versions of the 2026 Tacoma and 2026 4Runner. (overlandexpo.com) Toyota says the lineup is designed to come “adventure-ready” with integrated overlanding equipment and technology. The 2026 4Runner Trailhunter is equipped with 33-inch all-terrain tires, 18-inch bronze-colored wheels, Old Man Emu suspension and an ARB roof rack, according to Toyota materials. Toyota’s product release says the Trailhunter grade is built around the hybrid i-FORCE MAX powertrain and includes an onboard air compressor, high-mount air intake and underbody protection, features aimed at buyers who want a factory-backed overlanding package rather than adding parts later. (overlandexpo.com) ### Is the overlanding market still centered on big trucks? The vehicle list in the 2026 recap suggests the market is broadening rather than narrowing. (toyota.com) Organizers highlighted a midsize Nissan Frontier build, a Ram 5500-based expedition truck, Ford heavy-duty platforms and van conversions, while Toyota’s Trailhunter lineup now includes the 4Runner alongside the Tacoma. That mix matters because it shows overlanding products being packaged for SUV buyers as well as pickup owners. Toyota’s 4Runner Trailhunter, in particular, places factory overlanding hardware in a traditional SUV body style, giving shoppers an option below full-size truck-based expedition rigs. (toyota.com) ### What comes next after this year’s show? Overland Expo’s event page lists the next Overland Expo West for May 14-16, 2027, again at Fort Tuthill County Park in Flagstaff. The 2026 recap also shows organizers expanding the event’s international reach and exhibitor base, with the next test coming when brands and attendees return to Arizona next spring. (overlandexpo.com 1) (overlandexpo.com 2) (toyota.com)