Subaru of America will return as title sponsor of the 2026 Overland Expo series, bringing back its Camp Subaru exhibit with expanded off-road education, live entertainment and owner-focused programming across five national events.
The automaker’s presence comes as overlanding participation continues to grow. More than eight million Americans took overlanding trips in 2024, and that figure is projected to increase by 50% in the coming years to more than 12 million, according to company data cited in the announcement.
Subaru said its exhibit is designed to meet rising consumer interest in vehicle-based adventure travel.
Camp Subaru will feature off-road workshops, live recordings of the Subie & YOU! Podcast, live music, limited-edition giveaways and branded merchandise.
The display will showcase several 2026 model-year vehicles, including the Crosstrek Wilderness, Outback Wilderness, Forester Wilderness, Trailseeker and Forester Hybrid. New accessories from REI and Thule will also be featured.
Attendees will have access to educational sessions covering off-roading techniques, pet safety, camp setup, navigation and route planning. The space will serve as a gathering point for existing owners and prospective buyers interested in vehicle customization for outdoor travel.
“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,” Alan Bethke, senior vice president of marketing, Subaru of America, said in a press release. “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.”
As part of its Subaru Loves Pets initiative, the company will partner with local shelters at each event stop to host pet adoptions.
Subaru will also conduct workshops on pet travel safety, provide dog treats and water stations, and organize pet-focused giveaways.
The 2026 Overland Expo schedule includes March 14-15 in Costa Mesa, California; May 15-17 in Flagstaff, Arizona; June 26-28 in Redmond, Oregon; August 21-23 in Loveland, Colorado; and October 23-25 in Arrington, Virginia.
Select locations will offer Subaru owners access to a dedicated Base Camp camping area, evening reception, and complimentary food, beverages and yoga sessions.