Go RVing has published its 2025 Annual Report, outlining the performance and initiatives of the industry-wide marketing campaign led by the RV Industry Association (RVIA) aimed at expanding category awareness and positioning RV travel for the next generation of RVers, while highlighting key achievements from the year, in a year-end summary of its activities.
According to a News and Insights report of RVIA on April 21, the report describes a rapidly evolving consumer landscape in 2025, noting a continued shift in the median age of RV owners toward younger demographics.
It also highlights changing travel motivations, with increased emphasis on emotional connection and flexibility among consumers.
In response, Go RVing centered its strategy on precision and presence throughout the year, focusing on delivering targeted messaging designed to reach consumers where they are in the decision-making process across multiple touchpoints.
A key element of the year’s strategy was the launch of the “Just Beyond Your Door” campaign, which focused on the emotional drivers behind travel and sought to connect with prospective RVers through messaging centered on discovery and personal experience as part of its broader engagement strategy.
Go RVing also expanded its experiential marketing footprint in 2025, hosting 15 events across the United States at state fairs, music festivals, and outdoor sporting events in diverse public venues.
According to the report, these activations resulted in more than 70,000 individuals touring RVs on site, reflecting the campaign’s emphasis on in-person engagement over the course of the year.
The organization also released the 2025 RV Owner Demographic Profile, which the report describes as providing the industry with a roadmap for understanding future consumer trends and shifting ownership patterns intended to help guide future planning.
In addition, Go RVing launched the Explore Camping Program, an initiative designed to broaden access to RVing among new and underserved communities, expanding exposure to the lifestyle beyond traditional audiences across new audience segments.