Caravanning as a Growth Market: How a Travel Trend from Europe, Australia and the U.S. is Conquering New Regions of the World

Vacations with a motorhome or travel trailer are trendy – and for good reason. They embody total freedom, spontaneous discovery and closeness to nature. Whether you’re heading to the lake, the mountains or the coast, you can map your route flexibly while enjoying the comforts of your own kitchen and your own bed. Families and individualists especially appreciate this kind of independence.

In 2023, caravanning overnight stays in Germany climbed to an all-time high; tourism revenue soared to a record figure of approximately €19.5 billion, an increase of almost 8% compared to the previous year. This upward trend continued in 2024. While the new figures won’t be presented until CARAVAN SALON 2025, one thing’s already clear: Caravanning is boosting domestic tourism in Germany and the country’s entire economy. The industry supports numerous jobs, both directly in vehicle manufacturing and indirectly in the tourism, retail and services sectors. Moreover, the popularity of mobile travel is now increasing in parts of the world where it wasn’t common before.

New Countries, New Demands
 
“Currently, North America, Europe and Australia are the largest markets for motorhomes and travel trailers. But enthusiasm is growing in Asian countries, too, mainly due to the rise of the middle class in the Asia-Pacific region (APAC). We’re already observing that income growth for people in the region is leading to increased spending on leisure activities and travel,” says Stefan Koschke, who as Director Caravaning & Outdoor at Messe Düsseldorf is in charge of CARAVAN SALON. The caravanning market in the APAC countries is projected to grow to $8.95 billion by 2030, which corresponds to an average annual growth rate of 16.2%. The main drivers of this development are China, Korea and Japan. In China alone, industry-specific revenue is expected to grow to approximately $1.3 billion by that time.

However, the standards for camping vehicles vary significantly from country to country. “There are several reasons why this is the case,” Koschke explains. “On the one hand, the regulatory requirements for vehicles vary in regard to length, weight and driver’s license. On the other hand, users have their own specific desires for their vehicle.” In Korea, for example, most people live in densely populated cities, often in high-rise apartment buildings. They use motorhomes to take trips from there to the countryside. That means their vehicles have to be significantly more compact than those in the U.S. or Europe, ensuring that they can fit into small parking spaces at home.

By contrast, mobile travelers in China have a strong affinity for the latest technology and high-quality design. Plus, they like to travel with the whole family, bringing everyone from the grandparents to the grandkids. Since protection from the sun is crucial for many people in China, awnings and sun protection are important equipment features. In Japan, the requirements are different yet again: Among other things, people there expect powerful air conditioners to cool down their vehicles, just like those commonly found in the country’s buildings.

Delegations From Around the World at CARAVAN SALON

“Manufacturers aiming to conquer these emerging markets in Asia must adapt their motorhomes to the specific characteristics of each country,” Koschke points out. This opens up many opportunities for new developments: Although mass production of new models for specific regions requires sufficiently high demand, that’s precisely where space is created for innovative partnerships and local cooperation. And it’s the reason why many suppliers focus on targeted partnerships with local producers – not least in order to reduce transport costs and tailor vehicles to meet the exact needs of the respective market.

This approach empowers manufacturers because they gain more and more insights into the new target markets and their specific requirements in terms of vehicle construction, technology, design and features. “Even so,” the trade show director adds, “they still look to CARAVAN SALON to obtain the expertise they need to master these challenges.”

The leading global trade show for mobile travel will take place in Düsseldorf from August 29 to September 7, 2025. As the world’s largest trade show for mobile travel and caravanning, it attracts over 750 exhibitors and more than 250,000 attendees every year. Travel delegations from all over the world are expected to visit, both from the established markets of North America, Europe and Australia and from China, Korea, Japan, Malaysia, Brazil, Türkiye and other countries where the market for camping products is still just emerging.

Leading Manufacturers Showcase Cutting-Edge Technologies

“Even though vehicles for Asian countries are not usually manufactured in Europe, it’s still very important for providers to be present at CARAVAN SALON,” says Koschke. “Over the past two years, we’ve seen growing interest – not only from vehicle manufacturers, but also from a large number of accessory and equipment producers. Each year, a total of about 15 exhibitors and 800 guests from the region joined us in Düsseldorf. When it comes to vehicle construction, Koreans, in particular, are very much guided by cutting-edge technology and quality standards from Europe, especially from Germany.”

In order to reflect local trends like these, Messe Düsseldorf has also established platforms in other regions of the world. The All in CARAVANING (AIC) event in Beijing in May of this year once again demonstrated that enthusiasm for mobile travel is still growing in Asia: A total of 18,268 attendees descended on the trade show, an impressive increase of 51% compared to the prior year’s show. International guests hailed from 41 countries, including Germany, Canada, South Korea, Japan, South Africa, France, Malaysia, Australia, Saudi Arabia, the U.S. and the United Arab Emirates.

The Dream of Maximum Travel Freedom

“The major transnational trend driving developments in camping equipment is the desire for greater individual freedom. Many campers dream of experiencing nature as undisturbed as possible – ideally far away from campgrounds and the electricity hookups they provide. Thanks to modern technology, anyone traveling in a motorhome today can spend several days or weeks traveling independently of the infrastructure in the respective country,” says Koschke.

Making it possible is innovative accessory technology that takes the experience of freedom when camping to a new level. Solar panels on the roof of the vehicle, powerful lithium batteries, smart energy management systems, modern water systems and dry flush toilets ensure that power, heat, hygiene and fresh water are available even in the great outdoors.

A Growing Global Market as an Opportunity

The developments in the caravanning industry impressively demonstrate that mobile travel is much more than just a passing trend – it’s a growing, global market with huge economic and social relevance. Rising sales figures, increasing internationalization and manufacturers’ drive for innovation are unlocking enormous potential for the entire industry.

CARAVAN SALON Düsseldorf plays a key role in these developments as a platform for innovation, international networking and market development, all of which enables the trade show to continue expanding its position as a source of inspiration and a strategic partner for the industry.