The Best Tradeshows in the outdoor industry in 2026

Looking for the best tradeshows, events, and festivals in the outdoor industry in 2026 to invest your time and marketing dollars?  You have come to the right place!

Outdoor industry tradeshows remain one of the most effective ways to:

• Build relationships with vendors and distributors
• Showcase new product offerings
• Connect with both retailers and consumers
• Generate media coverage from print and online publications
• Spy on your competition!

Not every tradeshow deserves your time, or your budget.  The “best tradeshows in the world” come with very real price tags, so choosing wisely is everything.  Below, we’ve curated the top outdoor industry tradeshows worldwide, highlighting those that are best for B2B networking, as well as events that attract a strong consumer audience and offer opportunities for on-site sales.  We update this list annually.

In addition, we’ve included a full section of practical tips to help you maximize your return on every tradeshow you attend — from planning and booth strategy to follow-up and long-term value.  We even have recommendations on fun event activations and how to draw crowds into your booth to generate buzz at the show!  The best tradeshows are out there waiting for you, so let’s get started!

We’ve walked numerous tradeshow floors and have gathered a list of the best of the best to help you grow your brand.

Best Tradeshows and Festivals for Outdoor + Lifestyle Brands:

1. Sea Otter Classic:

The Sea Otter Classic hosts over 9,600 athletes, 72,500 fans, and it’s North America’s largest cycling tradeshow!  Sea Otter is definitely the place to connect with consumers interested in road, BMX, gravel, mountain bikes, cycling gear, and apparel. 

2. GoPro Mountain Games:

With 83,000 spectators and over 3,000 athletes, the GoPro Mountain Games in Vail draws over 140 brands to its mountain playground every June for biking, climbing, kayaking, fishing, SUPing, and even a big air competition for dogs!

3. Outdoor Retailer- The OR Show:

The Outdoor Retailer Show is the perfect place if you’re seeking B2B connections with the biggest brands in the outdoor industry.  However, with the move from Utah to Colorado, then back to Utah, and now to Minneapolis in 2026, the OR Show has seen a drop-off in attendance.  In addition, still TBD whether major brands like REI, The North Face, and Patagonia will return to the show.  

Despite these setbacks, Outdoor Retailer is still one of the largest gatherings of outdoor brands in the country and a great place to showcase new products, speak with the media, and connect with retailers and distributors.

4. CES- Consumer Electronics Show:

If you have room in your marketing budget, the Consumer Electronics Show is the biggest tradeshow in the country and ‘the most influential tech show in the world’.  Consumers, retail buyers, and wholesale distributors all descend on Las Vegas in January to see the best of the best in tech.  Just attending the show and doing some guerrilla marketing, or hosting a pop-up shop in Vegas during the show, could get your product seen by thousands of potential new customers!  (More on creating fun event activations and a tradeshow marketing plan in a bit!)

5. Eurobike:

Eurobike is an annual tradeshow held in Germany that brings together renowned cycling brands, industry professionals, and cycling enthusiasts from around the globe.  While the first few days are reserved for industry insiders, the event opens its doors to the public, allowing cycling enthusiasts to experience the latest products firsthand.  Attending Eurobike presents an exceptional opportunity to showcase your brand, gain exposure, and build brand awareness within the cycling community, attracting potential customers and industry partners alike.

6. Overland Expo:

Trying to reach the do-it-yourself adventure travel enthusiast?  How about the retired ‘snowbirds’ traveling the U.S. in an RV or the Jeep owners who love to go off-roading?  What about reaching the vanlifers, those who live and work in their campervan?  If these are your preferred audiences, then the Overland Expo is the place to connect!  The Overland Expo hosts shows in several locations across the U.S., and it is perfect for brands that sell adventure travel equipment, camping gear, overland vehicles, RV and camper van accessories, and overlanding travel tours and services.

7. ProWinter and the Ski Industry Climate Summit

ProWinter is a 3-day mid-size B2B tradeshow featuring ski equipment manufacturers and outdoor gear brands.  Held in Bolzano, Italy, the ‘Gateway to the Dolomites’, ProWinter showcases new product offerings to wholesalers, retailers, and other distributors. In addition, the Dolomites’ position at the crossroads of Italy, Switzerland, Austria, and Germany makes it a natural center for Alpine sports culture.  Add in over 40 ski resorts, world-class climbing, and cycling, and it’s easy to see why leading outdoor manufacturers like La Sportiva, Salewa, and Reusch call this region home.

Following the tradeshow, the Ski Industry Climate Summit, conceived and hosted by Atomic and led by organizations like Protect Our Winters and the Winter Sports Sustainability Network (WSN), creates space for the industry to come together around climate responsibility, from sustainable transportation strategies to tackling the complex issue of recycling sporting equipment at the end of its life. Lastly, we relocated Top Rope Media’s headquarters to the Dolomites in 2025, and we’ve written a blog about the best adventure travel activities in the area! 

8. Ouray Ice Festival:

Every year in January, the small mountain town of Ouray, Colorado, is packed with ice climbers for the Ouray Ice Festival.  The festival is small, and therefore a great place to connect with consumers interested in ice climbing and mountaineering.

The event is held in the Uncompahgre Gorge, where,  each winter, the Ouray Ice Park is magically created.   Manmade ice walls are formed by pumping water down sheer canyon faces. This transforms the town into a winter playground where ice climbers and brands alike test crampons, ice axes, ropes, and extreme cold-weather gear in real, repeatable conditions.  Brands that produce products for cold-weather camping, backcountry ski touring, snowshoeing, alpinism, and other similar winter sports would do well at the Ouray Ice Festival.

9. ICAST:

The World’s Largest Sportsfishing tradeshow, ICAST, is the place for fishing gear, tackle, accessories, boats, and more!  As a B2B Show held each year in Orlando, Florida, ICAST is the place for outdoor and lifestyle brands that want to create partnerships, find distributors, get in front of media, or debut new sportfishing products.

10. Ironman World Championships:

Triathletes from around the world gather on the Big Island of Hawaii each year for a chance to become an Ironman World Champion.  Therefore, if your brand is into all things swimming, biking, and running, or selling gear and apparel for these types of consumers, you should be in Kona at the Ironman World Championships!

11. CABDA Show:

The CABDA Show is the B2B show for bike brands.  What started as a small show outside Chicago has grown to multiple locations covering the Midwest, East, and West Coast bicycle retailers.  CABDA, along with the Sea Otter Classic and the Bentonville Bike Fest, has filled the gap left by the Interbike tradeshow.  As a bicycle manufacturer, distributor, bike shop, or bike adjacent company, the CABDA shows are a great way to get in front of your B2B audience.

12. Surf Expo:

The Surf Expo is a B2B tradeshow that bills itself as the ‘largest and longest-running board sports and beach resort lifestyle tradeshow in the world’.  Therefore, if your lifestyle apparel or outdoor brand sells equipment for surfing, SUP, or other beach activities, you need to add the Surf Expo to your tradeshow calendar!

13. Connect by grassroots:

Connect By Grassroots is a 4-day, invitation-only, outdoor specialty retailer show.  It’s billed as a simple, efficient buying show for the outdoor industry that builds relationships and helps specialty retailers and vendors succeed.  This small but mighty show competes with Outdoor Retailer.

14. FITUR at IFEMA Madrid

FITUR, held annually at IFEMA Madrid each January, is one of the world’s largest tourism trade shows, attracting around 250,000 visitors and 10,000 exhibitors from over 100 countries.

15. The Outside Festival:

Several years ago, a small hardgoods show- think paddle, hike, camping, and cycling- the Big Gear Show hosted its first event near the Deer Valley Ski Resort in Park City, Utah.  Fast forward a few years, and it has combined with Outside Inc. to form the Outside Festival in Denver.  This show competes with Outdoor Retailer in June and is both a B2B and B2C event.

With the reach of Outside, Inc., which produces almost all outdoor media publications- Outside Magazine, Backpacker, Climbing, and Runner’s World, and owns platforms like Gaia GPS and Trailforks, the Outside Festival generates a larger audience of consumers.  In addition, the combined Outside Festival & Big Gear Show can help you reach journalists, online media, and print publications.

16. IPSO Munich

ISPO Munich, which is moving to Amsterdam for November 2026, is one of the world’s leading annual sporting goods trade shows.  It regularly attracts over 55,000 industry professionals and more than 2,300 exhibitors from around the globe to showcase the latest in sports, outdoor, and fitness products.

17. Taipei International Cycle Show

The Taipei International Cycle Show in Taiwan is one of Asia’s largest cycling industry trade events, showcasing the latest in bicycles, components, e‑bikes, and accessories to global buyers, brands, and distributors each March.

18. Snowbound Expo:

The Snowbound Expo was established by SIA- the Snowsports Industries of America, and is a consumer-facing tradeshow.  The show attracts winter outdoor sports enthusiasts and is a reimagined version of the BEWI Expos.  Held annually, brands can showcase their latest winter gear, apparel, and tech, plus attendees can learn about the best winter destinations and pick up ski passes, all under one roof!

19. Bentonville Bike Fest:

The Bentonville Bike Fest is one of the newer events building camaraderie within the mountain biking community.  Thanks to massive capital investments from the Walton Family, Bentonville, Arkansas, wants to be known as the mountain bike capital of the world!  If your company sells products and services related to mountain biking, gravel riding, or BMX, then the Bentonville Bike Fest is a great place to ride and connect.

20. Colorado’s Summer off-road events:

From the Breck Epic, to Leadville MTB, the FoCoFondo, and Steamboat Gravel- SBT GRVL, these events transform Colorado into the center of the off-road universe every summer.  The world’s best riders make their way to Colorado to compete, and smart brands with a focus on mountain biking and gravel riding need to have a presence.

The town of Breckenridge sits at the center of it all, and with its epic trails, it’s a great place to gather.  Centering your visit around downtown Breck provides a great opportunity to meet with athletes, journalists, like-minded brands, and potential customers.

The CABDA Show is the perfect place to reconnect with partners, retail buyers, and industry friends!

The Best Tradeshows Might Actually be a Sporting Event or Festival

As you can see from our list, the best tradeshows may not be your traditional tradeshows at all.  Although shows like Outdoor Retailer are a great place to network, if you own a small outdoor brand, you may not be able to afford the steep entrance or exhibitor fees.  In addition, many of these outdoor industry events may not be consumer-facing.

Therefore, a better option than Outdoor Retailer could be to host a booth at a sports event or festival like Bentonville Bike Fest, the GoPro Mountain Games, or the Ironman World Championships!

The Best Tradeshows for an International Audience

In addition to IPSO Munich, the Taipei International Cycle Show, FITUR Madrid, Eurobike, and ProWinter, here are a few other shows to consider for outdoor brands that want to reach an international market:

• Outdoor Trade Show-  The UK’s only large‑scale outdoor sports and leisure trade event, held in Liverpool
• Outex- an Outdoor and Leisure Experience Show in Italy
• Guangzhou International Outdoor Expo– A major outdoor and adventure gear expo in China
• Outdoor Fest Bangkok

Also, if your products appeal to the hospitality and tourism markets, make sure to read- Top 10 Travel Trade Shows for Tour Operators, Hotels, and Destinations!

If you’re looking to reach cyclists from downhill riders to weekend warriors, then the Sea Otter Classic should be at the top of your list! Photo by Jesse Polay.

Outline your Best Tradeshow Marketing Game Plan

If you’re still not sure which shows to attend, how much to budget, how to keep your shop staffed, or who to send, you are not alone.  Here are a few things to think about:

1. What are your tradeshow costs?

First, add up your costs to attend each tradeshow:

• Flights, accommodations, transportation (for you, your team, and your gear/products)
• Food and beverages, hosting client dinners
• Exhibitor booth space plus booth design if you do not have a booth already

2. What audience does the tradeshow serve?

Is the tradeshow or event you’re considering consumer-facing?  Can potential buyers see, touch, test, and buy your products?

Or will this be mainly a chance to meet with retail or wholesale buyers, and get your products into new stores?

3. Can you set up meetings at each tradeshow?

You’re investing quite a lot of time and money to attend an industry tradeshow.  Therefore, are there ways you can set up meetings ahead of the show and plan out each day?

Hint: Many tradeshows now have apps or an exhibitor/vendor portal where you can schedule or request meetings, and connect with brands or buyers before you arrive!

In addition, many of the tradeshow apps let you schedule a happy hour, meet & greet, or giveaway at your booth!

Pro Tip: Set up meetings in advance. Otherwise, the ‘gatekeepers’ staffing the entrance to most booths at Outdoor Retailer may not seem as friendly.

4. What is your expected ROI for each event or tradeshow?

Attending one of the best tradeshows in the outdoor industry can eat up a good portion of your marketing budget.  Therefore, make sure you have goals set for what you expect to get out of each event:

• Fill a certain number of orders or directly sell products?
• Launch new products and create brand awareness?
• Collect email addresses?
• Connect with new distributors or retail stores?

5. Can you create a fun event activation at the tradeshow?

Creating a fun opportunity to engage with potential clients, generate buzz on social media, and create user-generated content at the best tradeshows is a no-brainer.  However, it’s often something left until the last minute!

Instead, plan ahead and launch or conclude a giveaway!  Host a competition at your booth to generate buzz!  Use social media to advertise it.  And remember to have a way to collect those email addresses!

Here are a few other ideas we’ve used:

• Bring a big wheel that people can spin to win your products or fun items with your logo on them.
• Host a booth happy hour, or a happy hour outside the show if you’re not exhibiting.
• Create a daily booth giveaway, winners must be in attendance!
• Set up a photo booth, complete with fun hats, glasses, and wigs themed to match your brand!
• Create a video testimonial booth where people can talk about your product.

Pro tip: You can easily set up a photo or video booth using a tripod with an iPad, or even a phone and a nice backdrop.  In order to seamlessly collect emails and have guests share their photos on social, use a photo booth app like LumaBooth, Simple Booth Halo, or Unsnapped.

And lastly, check out the event activation we helped create for TASCO MTB at the Sea Otter Classic!

Do you have the best tradeshow follow-up plan in place?

When we create a trade show follow-up plan for our clients, we do this BEFORE the show begins.  Then every team member attending has a good idea of what they are responsible for.  After you’ve attended some of the best tradeshows for the outdoor industry, how will you follow up with those you met at the tradeshow? Here are a few things to consider adding to your tradeshow follow-up plan:

• Who is in charge of packing it all in and shipping things back home?
• Can team members who attended present their new discoveries to the rest of your team?
• Do you have an easy way to upload new contacts into your CRM- so those business cards do not stack up on your desk!

Will what you’ve learned at these outdoor industry trade shows influence your marketing or sales strategy going forward?  Lastly, don’t forget to bring home some fun swag for those who kept the shop running while you were gone!

Without a booth at Outdoor Retailer, be creative! Wear branded gear, host a happy hour, or collaborate with a bigger bear!

Final Thoughts on the Best Tradeshows for the Outdoor Industry

We hope this blog gave you ideas on which are the best tradeshows in the world for outdoor industry brands.

Need a game plan to help you execute a fun event activation?  Drop us a line!  Also, check out the other posts we’ve written about B2B and B2C marketing strategies for the outdoor industry:

• How to Find the Right Brand Ambassadors and Influencers for Your Brand

• Top 10 Travel Trade Shows for Tour Operators, Hotels, & Destinations
• Travel Marketing: 5 Tips to Book Your Vacation Packages, Cruises, and Tours
• B2B vs B2C Marketing Strategies: What’s the Difference?

To learn more about what we do on the regular, follow Top Rope Media’s adventures on Instagram, Facebook, or X.

Until next time, enjoy the reason we work in the outdoor industry in the first place.  To get outside and play!

– Meredith Caccese McConvill, Top Rope Media

Holiday Marketing Campaigns: Tis the Season to Sparkle

We just went to our first Christmas Market here in Europe, and it’s barely November 15th!  The festive piazza in Asti was packed with little wooden cottages, each decorated in red, white, and green.  The smell of cinnamon, evergreen, and fresh Christmas pastries wafts through the chilly evening air.  Personalized stockings and ornaments, mugs of mulled wine, and a little bit of holiday cheer.  Small, local brands with well-designed holiday marketing campaigns are capturing seasonal shoppers, and you can too.

We all remember those Budweiser holiday ads with the majestic Clydesdales pulling a Budweiser carriage through snowy landscapes.  The Hershey’s kisses in Christmas tree formation, ringing out ‘We Wish You a Merry Christmas’ with the last kiss ringing the hardest, then wiping his ‘brow’ with the little Hershey logoed paper.  Or my personal favorite, the Folgers’ ‘‘I’ll be Home for Christmas’ ads, where a young man or woman makes it home for the holidays, sneaks in, and brews a pot of coffee as the whole house wakes up to the aroma and they share a holiday moment together.  Sniff, sniff.

These holiday marketing campaigns make you smile.  They make you feel something for the brand while capturing the sentiment of homecoming, warmth, and family bonding that the holidays are known for.

Shopping Holidays: Black Friday, Cyber Monday, Small Business Saturday, and Giving Tuesday

Black Friday, the day after Thanksgiving, and Cyber Monday, the Monday following Thanksgiving weekend, are still heavy hitters when it comes to holiday sales.  In Italy and the rest of Europe, Thanksgiving is not celebrated.  It’s a normal workday with no traditions, no turkey, no long weekend.  However, there are still promotions for Black Friday and Cyber Monday sales!  Therefore, if you are targeting an audience outside the U.S., include Black Friday and Cyber Monday in your marketing strategies.

In addition, there are several other ‘shopping holidays’ you can take advantage of:

• Small Business Saturday:  Started by American Express, encourages you to ‘Shop Local’
• Giving Tuesday: The Tuesday after Cyber Monday is a day for non-profits to start their end-of-year campaign push.
• Women-Led Wednesday: Supporting Women-owned businesses.

With so many opportunities to create a promotion that aligns your brand with the holidays, it is time to roll up your sleeves and get creative!  Our Holiday Marketing Campaign Guide is packed with lots of ideas you can start using today.  We’ve included holiday spending projections, top advertising channels, seasonal themes, pop-up events, and more.  Don’t wait for the snow to fall to start planning.  Let’s start under the mistletoe trailhead together!

Holiday Spending Projections in the U.S. and Europe

This year’s holiday spending is expected to continue an upward trend, but this is in part due to inflation, not just increased spending.  Total U.S. holiday retail sales are projected to hit $1.01–$1.02 trillion.  That’s a 3.7%–4.2% increase compared to last year.  Spending on gifts for yourself, or ‘self-gift spending’, is up, along with spending on travel and wellness.

In Europe, holiday spending is expected to grow 3% from last year.  Europeans are favoring “affordable luxuries”, such as beauty products, travel, vintage clothing, and live experiences.

Here’s more categories expected to see an increase:

• Experiential Purchases: Consumers are prioritizing adventures, wellness retreats, and travel.
• Outdoor Gear: Hiking gear, skiing equipment, all the gear for those family adventures!
• Sustainable Gifts and Giving Back: Eco-friendly, second-hand, and gifts that give back

In addition, there is a tug at the heartstrings of consumers, and they are more likely to contribute during end-of-year giving campaigns.  If you haven’t read our giving back blog, ‘Make a Charitable Donation and Get a Tax Write-Off’, bookmark it to read next!

All these holiday spending projections indicate a prime opportunity to tap into consumer demand through thoughtful holiday marketing campaigns.  Now is the time to gather the wagons and get creative!

The 4 Best Channels to Advertise Your Holiday Marketing Campaigns

Choosing the right channels for your holiday marketing campaigns is essential for reaching your target audience.  Especially during the busy holiday period!  Here are the top options that travel operators, outdoor and lifestyle brands should consider for the holidays:

1. Social Media Ads

Save a portion of your marketing budget to run more robust ads around the holidays instead of spending on social ads year-round.  Use Meta Business Suite to set up social ads across Facebook, Instagram, and all Meta platforms.

Keep in mind, Facebook is great for reaching an older demographic (45–60+ years old) who might be purchasing high-dollar travel or tour packages as gifts.  Instagram, however, is ideal for a slightly younger demographic who may be searching for discounts during Black Friday and Cyber Monday sales for items $200 or less.  Finally, use TikTok to appeal to younger audiences, with video tutorials, gear reviews, or family adventure stories that resonate.

For your holiday marketing campaign assets, begin collecting visually appealing festive product shots and holiday-themed storytelling.  Lean on user-generated content by reaching out to your brand ambassadors to create holiday collaborations!

2. Search Engine Marketing (SEM) and Search Engine Optimization (SEO)

As people search for gifts for mom, dad, or the family pet, using Google Search Ads, PMax Campaigns, and good SEO can help get your products in front of those holiday shoppers.  Set up ads using keywords and key phrases to target those searching for the best gifts for outdoor lovers (yes, we’ve written a blog about this!), or last-minute holiday travel deals.  Write a blog with key phrases you want to rank for, like ‘best ski holiday packages’ and ‘winter vacation spots’!

Here’s a list of some other favorite key phrases you might want to start ranking for:

Gift Shopping & Ideas

• “Best holiday gifts for [specific person: mom, dad, kids, boyfriend]”
• “Unique Christmas gift ideas”
• “Last-minute holiday gifts”
• “Personalized gifts”
• “Gift cards online”

Deals & Discounts

• “Black Friday deals”
• “Cyber Monday deals”
• “Shop Small and Save”
• “Best online holiday shopping sites”
• “Cheap holiday flights”

Holiday Travel

• “Best winter vacation spots”
• “Holiday travel tips”
• “Holiday travel deals”
• “Warm places to visit in December”
• “Christmas market trips”

3. Email Marketing

That email list you’ve worked so hard to build is priceless.  Email remains one of the highest-converting channels for holiday promotions.  Outdoor brands, travel agents, and tour operators can create segmented campaigns based on past purchases, open rates, or reward their most frequent customers with an extra discount during the holidays!

If you are running a holiday fundraising campaign, email is your best friend in this effort.  Ensure you have a holiday marketing campaign strategy for Giving Tuesday!  Create engaging storytelling around the impact someone can have by making a tax-deductible donation before the end of the year.  Read more about why end-of-year giving is so important for non-profits and learn more about the best 501c3 organizations in the outdoor industry!

4. Tap into Brand Ambassadors & Partners for Holiday Marketing Campaigns

Partnering with outdoor and adventure-driven brand ambassadors as you enter into the holiday season can be highly effective, especially when promoting travel or adventure experiences!  Ambassadors can create authentic content, showcasing their trip with you, or using your products in a festive and engaging way.  Read more about how to find the right ambassadors and content creators for your brand! 

When it comes to brand partnerships and affiliate marketing, consider partnering with bloggers, podcasters, and industry publications or websites that specialize in adventure travel.  Find out if they will be putting out a holiday gift guide!  Create a collab with a special offer for their listeners or readers!

5 Holiday Marketing Campaign Themes and Trends

Understanding the trends shaping holiday marketing campaigns can give you a competitive edge.  Here are some key themes to consider as you plan:

1. Sustainability and Ethical Marketing

Consumers are increasingly concerned about the environmental impact of their purchases.  Highlight eco-friendly practices, sustainable materials, and ethical production in your messaging.  Emphasize durability, repair services, and recyclable packaging in your holiday promotions.

2. Personalization

Tailor your holiday promotions to individual consumers.  Use customer data in Mailchimp or your preferred email marketing platform to send personalized product recommendations based on previous purchases or browsing history.  Did you just sell someone a pair of skis?  Maybe they need a new ski bag, ski straps, or mounts for their car.

3. Early Shopping

With concerns about shipping delays and inventory shortages, consumers are shopping earlier each year.  This trend began during the pandemic and is expected to continue in 2026.  Therefore, plan and launch holiday campaigns earlier.  Offer “early bird” discounts and encourage customers to buy now to ship to their loved ones before the holiday rush.

4. User-Generated Content

Customers trust other customers.  Encourage your audience to share their adventures, and tag your products or your tour on social media!  Offer incentives, such as a special discount.

5. Experience Over Products

Many consumers, especially millennials and Gen Z, are prioritizing experiences over physical products.  If your brand offers adventure tours, guided experiences, or a coaching clinic, market them as the ultimate holiday gift.  Highlight how these experiences create lasting memories and unique moments rather than just things.

5 Unique Holiday Marketing Campaign Ideas

To stand out as a special snowflake in a crowded holiday market, consider these creative marketing strategies:

1. Gift Packages:

Bundle your most popular gear and accessories into holiday gift packages.  Create themed bundles like “Winter Biking Essentials” or “Ski Adventure Package,” offering them as ready-to-go gifts for outdoor enthusiasts.

2. Gift Cards for Activities + Experiences:

Promote gift cards, not just for gear, but also for experiences, such as guided tours, adventure trips, or lessons.  If you do not have digital gift cards set up for sale on your website yet, do it now!  This allows your customers to give the gift of adventure, which can be a more personalized and memorable gift option.

3. Holiday-Themed Giveaways:

Run a social media giveaway that encourages users to share their favorite outdoor holiday moments. This can drive engagement and increase brand visibility.  Consider offering a prize like a free tour or a premium outdoor gear set.

4. Christmas Gift Guides:

Besides pitching industry publications to cover your offerings in their gift guide, develop your own holiday gift list!  An online holiday gift guide can make it easier for customers to find you in search.  In addition, a Christmas gift guide can help you build partnerships with like-minded brands by featuring them on your Christmas wish list.  Here’s our holiday gift guide.

5. Seasonal Outdoor Events:

Host or sponsor outdoor events during the holiday season.  Ideas might include a winter hike, nighttime bike ride, polar bear swim, snowshoeing excursion, Christmas market, or outdoor photography workshop.  Make it festive by asking attendees to don lights on their bicycles or wear ugly Christmas sweaters!  These events not only promote your products in action but also create community engagement and share that holiday spirit!

Final Thoughts on Holiday Marketing Campaigns

For travel, wellness, outdoor recreation, and lifestyle brands, the holiday season offers a significant opportunity to drive sales and engage with consumers.  By understanding the expected spending patterns, leveraging the right marketing channels, and staying ahead of trends, you can create a holiday marketing campaign that resonates with your audience and boosts your brand visibility.

Set your brand apart this holiday season and be creative in your approach!  Here are a few more blogs with festive strategies and marketing campaigns that you can use this winter:

• Giving Back: Make a Gift That Supports Your Favorite Outdoor Non-Profit
• Gifts for Outdoor Lovers: The Best Gifts for the Adventurer in Your Life
• How to Promote a Fundraising Campaign
• Email Marketing: The Do-It-Yourself Guide to Sending Better Emails

Thanks for reading, and happy gift-giving season!

Meredith Caccese McConvill, Top Rope Media

Sea Otter Classic: Best event for outdoor recreation and cycling ‘adjacent’ brands

The Sea Otter Classic is more than just a cycling event—it’s a four-day celebration of outdoor recreation, innovation, and adventure. Attendees range from hardcore mountain bikers and road cyclists to gravel riders, e-bike explorers, and even families looking for an outdoor weekend getaway. This diverse audience presents a unique opportunity for brands that cater to active lifestyles, even if they aren’t directly in the cycling industry.

Think about attending the Sea Otter Classic if you specialize in:

• Outdoor apparel – Sun protection, rain gear, or casual wear designed for adventure lovers fits right in.

• Hydration & nutrition – Energy bars, electrolyte drinks, and recovery supplements have a captive audience.

• Camping & overlanding gear – Many cyclists at Sea Otter are also campers, van lifers, or adventure travelers- learn more below!

• Action cameras & tech accessories – GPS devices, power banks, and mounts appeal to riders documenting their rides.

• Wellness & recovery products – From CBD balms to compression gear, active individuals are always seeking recovery solutions.

It’s also one of the reasons Sea Otter tops our list each year for the Best Tradeshows to Attend to Grow Your Outdoor Brand.  And if you haven’t read that piece yet, bookmark it for later!

the sea otter classic expo area

One of the biggest draws of Sea Otter is the expo area, where brands unveil their latest innovations, from game-changing bike components to exciting crossover products that enhance the outdoor experience.  Over the years, some of the most talked-about “Best in Show” winners have included:

• Garmin (2023) – Their Edge GPS cycling computers and Varia radar systems continue to impress not just cyclists, but runners and adventure racers as well.

• Yakima (2019) – Known for car racks, Yakima showcased bike storage solutions that also catered to overlanders and campers.

• Osprey (2022) – While best known for hiking packs, their hydration packs were a hit among endurance cyclists.

• GoPro (2018 & 2021) – A staple at Sea Otter, their cameras attract outdoor adventurers far beyond the cycling world.

• Theragun (2020) – Originally a tool for high-performance athletes, their percussive therapy devices found a new fanbase among endurance cyclists.

recreation vehicles (RV’s) have a space and an audience at the sea otter classic

From Outdoor Retailer to the Belgian Waffle Ride, we’ve seen recreational vehicles slowly make their way into cycling events and cycling festival expos.  The Sea Otter Classic is no different, and it makes sense as the venue is surrounded by happy campers that also happen to be cyclists!

One year we walked through the Bulls Bikes booth, and we spotted the coolest little vintage trailer.  Diego at Happier Camper gave us a quick tour of the HC1, an ultra-light travel trailer- we’re talking 1,100 pounds!  The interior comes with lots thoughtful features, and their Adaptiv modular platform can be arranged is a variety of different ways depending if you are sleeping, hauling bikes, cooking up a feast, or just getting work done at camp!

Engaging with the Right Audience at the sea otter classic

Unlike traditional trade shows, Sea Otter Classic is consumer-focused, meaning attendees aren’t just industry insiders but real customers looking for their next favorite product.  This allows brands to engage directly with passionate users who are eager to test, purchase, and spread the word about their latest innovations.

Even brands outside of the direct bike industry find success because Sea Otter attendees tend to be early adopters—people who are willing to invest in high-quality gear that enhances their outdoor experience.  For companies that offer performance apparel, hydration systems, tech gadgets, or recovery products, this means access to a receptive, engaged, and influential customer base!

Experiential Marketing at Its Best

Sea Otter is a place where consumers want to touch, feel, and experience products firsthand.  Outdoor brands that come prepared with engaging activations—whether it’s demo rides, product sampling, interactive booths, or giveaways—create memorable impressions that translate into brand loyalty!

Some past standout activations include:

• Skratch Labs sampling station and hosted happy hours, where attendees fueled up with delicious homemade treats made onsite by Chef Biju himself!

• TASCO MTB’s foot-down competition, besides offering adventure-ready gear and apparel for cyclists and beyond, we helped TASCO bring in their ambassadors from pro-riders to amateurs for a little friendly competition!

Media Exposure & Industry Buzz at sea otter classic

Because Sea Otter Classic is a major launchpad for new products, it attracts significant media attention.  Major cycling publications, influencers, and content creators cover the event extensively, making it a great place for brands to gain visibility. 

Whether it’s a new hydration pack getting reviewed by BikeRadar, a high-tech bike light featured on Pinkbike, or an innovative recovery product tested by an endurance athlete’s YouTube channel, brands at Sea Otter benefit from industry-wide exposure.

Best Custom Bike at the Sea Otter Classic- the bar bike

When we headed over to watch Dual Slalom one Saturday evening, we had run out of beers.  But luckily, I met Mike from Auburn, CA and his incredible Margarita Bar Cart!  Not something for sale at the show, but this was just the best custom build we’d seen so far.

It was also a good reminder of how although there are hundreds of cycling brands out there, sometimes the best bikes are the ones you’ve built up yourself!

final thoughts on the Sea Otter Classic

For brands looking to reach an engaged, active audience, the Sea Otter Classic is more than just a cycling festival—it’s a prime opportunity to connect with consumers who love adventure, the outdoors, and innovative gear.  Attending and exhibiting at the Sea Otter Classic is a smart investment.

Whether your product is directly cycling-related or simply complements an active lifestyle, Sea Otter is an event where your brand can thrive, build lasting relationships, and make an impact in the outdoor recreation market.

For more tips on event activations, B2B marketing, tradeshows, and brand ambassadors, check out these blogs:

• The Best Tradeshows in the Outdoor Industry

• How to Find the Right Brand Ambassadors and Influencers for Your Brand

• Top 10 Travel Trade Shows for Tour Operators, Hotels, & Destinations
• B2B vs B2C Marketing Strategies: What’s the Difference?

To learn more about what we do on the regular, follow Top Rope Media’s adventures on Instagram, Facebook or X.

Until next time, get out there and ride your bike!

– Meredith McConvill, Top Rope Media

Get to Know Your Competition: 5 Easy Steps to Conduct Market Research & Create a Competitive Analysis

As a small business in travel and tourism, action sports, or outdoor recreation, how do you know what your competitors are up to?  You need to start by understanding the landscape- not just the literal one your customers explore, but the competitive landscape for your product or services. 

Conducting market research and doing a competitive analysis might seem daunting.  However, in this blog, we’re walking you through 5 easy steps to conduct market research and create a competitive analysis.  Here are the 5 Steps we’ll cover to help you craft better marketing strategies:

1. How to Examine Competitor’s Customer Reviews
2. Analyzing a Competitor’s Messaging and Branding
3. Studying Your Competitor’s Social Media and Digital Marketing Channels
4. How to Monitor Brand Engagement
5. How Attending Industry Events and Tradeshows Can Help You Spy on the Competition

Why Perform Market Research?

From email marketing to paid ads, we can teach you all the tricks to be strategic with your marketing efforts.  However, it’s often time spent getting to know the demographic you’re targeting, and what your competitors are up to that will give you an edge.  Standing out isn’t just about having a great product or destination.  By performing market research and studying your competitors, you gain insights that allow you to differentiate your brand, anticipate trends, and meet your audience’s needs better than anyone else!

Here are 5 actionable ways to analyze your competition and examples of how travel, tourism, and outdoor industry brands can apply these strategies effectively!

1. Examine Competitor’s Customer Reviews as Part of Your Market Research

Online reviews are a key aspect of market research as they provide a goldmine of information about what customers love and dislike about your competitors.  Pay attention to recurring praises and complaints—these highlight strengths to emulate and weaknesses to avoid or capitalize on.

Where to Look for Your Competitor’s Product Reviews

• Google Reviews
• Reviews on their website
• Yelp Reviews
• Trip Advisor, Viator, Hotels.com, Airbnb, and other review sites
• Industry Publications and Journalists

Example #1: An adventure travel company might read competitor reviews and find frequent complaints about slow or unclear check-in processes.  By streamlining your check-in experience through digital tools or concierge services, you can promote “hassle-free tours or vacations” as a key differentiator.

Example #2: Glowing reviews about your competitor’s tour guides being exceptionally knowledgeable could inspire your creation of a quarterly team training to ensure your team matches or exceeds the standards!

Ask the Locals

Lastly, you can get reviews of your competitor’s products or services firsthand from locals in the particular region you operate in or are targeting.  How do you do this?  Rent mountain bikes at the local bike shop.  Pick up a guidebook at a gear or tackle shop.  While at the shop, ask for recommendations on the staff’s favorite gear, what tour operators are in the area, best hotels nearby…whatever space you play in, get some feedback on what they like and what sells.

Trip Advisor and Yelp will show you competitors’ reviews, but the locals will give you better feedback!

Horseback riding across the high windswept plains in Cotopaxi National Park was a breeze thanks to the team at Tambopaxi Lodge! They brought us gloves, ponchos, a guide, and two horses right to our accommodations all for $40US dollars per person for a 90-minute ride. 5 stars for hassle-free day trips and activities!

2. Analyze Competitor’s Messaging and Branding as part of your Market Research

What tone and messaging do your competitors use?  Are they adventurous and bold, family-friendly, or luxurious?  Understanding how your competitors position themselves helps you find opportunities to carve out a unique voice in your industry.

Here are a few ways to become more familiar with your competitor’s messaging and branding

• Sign up for their Email Newsletter and read it
• Use SEO tools like SEM Rush
• View their Website

Example #1: As an outdoor gear or adventure travel provider, you might discover that competitors market rugged, extreme adventures in their blogs and emails.  To stand apart, focus on the casual outdoor enthusiasts by emphasizing ‘comfort’, ‘accessibility’, and products or tours that are ‘beginner-friendly’.  A tagline like “Adventure Made Easy” can resonate with a less intense, yet substantial market segment!

Example #2: We work with a client in the avalanche education space and we noticed that so many people cross through the backcountry gates at resorts like Vail and Park City, yet do not have avalanche safety gear.  We then conducted some market research and found that Black Diamond, Patagonia, Salomon, and Burton…all these outdoor brands make gear for backcountry adventures yet offer no avalanche education piece to go with it.  We decided to get educated, took an Avalanche Education Class, and then wrote a blog on how to stay safe while traveling in avalanche terrain.  In addition, we supported our clients at the American Avalanche Institute by helping them create educational videos, blogs, and Instagram Live pieces for backcountry travelers.

Invest some time getting to know what messaging and branding your competitors are featuring this season and look for the gaps.  For more on market research tools, marketing technologies, or how to improve SEO on your website, read our blog: How to Improve SEO and Why It’s So Important.

These climbers not only kick ass, but they’re also helping their favorite brands, like Petzl, create brand awareness and showcase products in use.

3. Study their Social and Digital Marketing Channels

Start your market research by exploring where your competitors are most active.  Are they dominating Instagram with breathtaking travel photography?  Are they leveraging brand ambassador content or using SEO to rank high for adventure travel keywords in their blogs?  By identifying which channels your competitors prioritize, you can refine your strategy and uncover gaps they’re leaving unaddressed!

We know spending time on social media can be exhausting.  Yet by investing an hour each month into a few key competitors, you can develop knowledge to drive marketing strategies.

Digital Marketing Channels to Use for Market Research on Your Competition

• Facebook
• YouTube
• LinkedIn
• Instagram
• X (Twitter)
• TikTok

Example: A travel agency specializing in eco-tourism might notice that a competitor’s blog ranks for “best sustainable travel destinations” but has minimal YouTube presence.  By creating a YouTube series featuring eco-friendly travel tips and tours, you can capture an audience that prefers video content, filling a gap in the market.  We helped our client High Mountain Gear start up a YouTube Series so people could get to know the Founder, Kyle Willis, and the why behind his products!

If posting authentic and engaging photos and videos is a weak area for your travel or outdoor brand, we’ve got two DIY blogs that can help:

• How to Take Good Photos to Market Your Business
• How to Create Videos for YouTube or Social Media

As a small business, you may not have the budget to work with a photographer or videographer on a regular basis. So you and your team need to learn how to take better photos and videos!

4. Monitor Brand Engagement in Your Market Research

Analyzing a competitor’s marketing not only reveals what they post but also what engages their audience.  Look for patterns in the types of posts that generate high engagement and note the comments and questions.

Where to Find Engagement Metrics

• Social media accounts
• Review sites like TripAdvisor and Viator
• Travel forums

Example: You may notice that a competitor’s wildlife photos or landscape shots receive higher engagement than posts with people or products.  Armed with this insight, you could plan regular posts showcasing the scenery, animals guests might spot if they sign up for your tour, or furry friends that come to visit your destination with their human counterparts. Or, if you’re pet-friendly, make this a priority to feature it as so many people travel with their fur babies these days!  Build emotional connections with followers and encourage conversations.

Additionally, identifying where a competitor’s audience engages the most should be a part of your market research in this category.  If their Facebook page outshines their X (Twitter) account, it’s a sign of where their audience’s priorities lie.  For more on how to engage on social, read: Best Social Media Practices.

Beautiful imagery of your destination with hints of things to do while a guest visits can immediately inspire. Draft engaging copy for your potential customers to go along with the photos or videos. Ask your audience if they’ve been, and if so what was their favorite part!

5. Attend Industry Events, Tradeshows, and Local Happenings as Part of Your Market Research

Tradeshows, expos, and local networking events are prime opportunities to learn directly from competitors and conduct market research. Take note of your competitors’ booth designs, giveaways, presentations, and interactions with attendees. Observing how your competitors market face-to-face can provide valuable inspiration for your campaigns!

Example #1: During a trip to Ecuador’s Andes Mountain Range or to the Costa Brava, the ‘Wild Coast’ of Spain, we ride bikes, hike, and rock climb, but we’re also looking at what’s trending.  From gear bags to apparel, climbing shoes to kombucha.  This is adventure travel and networking, but it’s also market research as it gives us fresh ideas for upcoming client campaigns. Make time in your travels to visit local bike shops, talk to mountain guides, and browse the brochures at your hotel to see what adventures and activities are being promoted.

Example #2: As an adventure travel company attending Outdoor Retailer or ITB Berlin, you might see a competitor with a plain-looking booth and just a banner with one person standing in front of it.  To help you stand out, your next booth could showcase videos of your destinations or tour packages in the background. You could create interactive 360-degree videos for both live events and digital campaigns!

If you haven’t yet had a chance to read our blogs about the Best Tradeshows and Events, check ’em out below:

• Best Tradeshows in the Outdoor Industry
• Top 10 Travel Tradeshows for Tour Guides, Travel Agents and Destinations 

Take note of what your competitors are doing at tradeshows and events. These therapy dogs drew in so many visitors to a booth, and kept people engaged and at the booth longer during presentations!

Next Steps in Your Market Research and Competitive Analysis

Once you’ve gathered insights from these 5 approaches, it’s time to put them into action!  Here’s how:

Create a document with your findings for each of the steps mentioned above.  Use this information to differentiate or improve your offerings. Use what you’ve learned in your market research and competitive analysis to highlight what sets you apart.  If competitors focus on extreme adventures, emphasize family-friendly activities.  If they’re hands-off, AI-driven, and tech-forward, go the extra mile in personalized customer service!

Optimize your marketing spend and utilize digital marketing and social media channels that can give you more engagement.  By understanding which channels your competitors prioritize, you can focus your resources on areas with high potential returns or underutilized opportunities!

Refine your customer experience and gain more 5-star reviews.  Insights from reviews and social media can help you understand what customers value most.  Double down on delivering exceptional service to build loyalty and earn positive reviews!  For more on improving your product reviews or to find out what the public is saying about your brand, read our blog: How to Generate Good Press: The Power of Public Relations.  You can also use tools like:

• SEM Rush
• Google Search Console

Final Thoughts on Finding Success Through Market Research and Competitive Analysis

Several brands have excelled by closely analyzing their competition.  For instance, Airbnb’s rise involved studying traditional hotel chains and targeting unmet needs such as authentic local experiences and unique accommodations.  Similarly, REI has thrived by recognizing a gap in the outdoor recreation market where people want to go into a store to touch, feel, and try on products before they purchase.

In the travel, tourism, and outdoor industries, success often hinges on identifying what others are doing—and what they’re not.  When you understand your competitors deeply, you can position your brand to offer something truly different.  Whether you’re promoting destinations, gear, or experiences, knowing your competition isn’t just smart—it’s essential. Take the time to explore your competitor’s strengths and weaknesses, then channel that knowledge into creating campaigns that inspire your audience.

Ready to outpace the competition? Let’s make it happen.  Drop us an email and let’s chat about how we can support you with market research and creating a competitive analysis!

Meredith McConvill, Top Rope Media

Harnessing the Power of a California Office Of Outdoor Recreation

California is known worldwide for its diverse and stunning outdoor experiences. From the towering peaks of the Sierra Nevada to the serene shores of the Pacific Ocean, the state offers unmatched opportunities for adventure, exploration, and connection with nature. But despite its natural assets, California lacks a centralized strategy to promote and capitalize on outdoor recreation as an economic and cultural powerhouse.

Establishing a state-funded Office of Outdoor Recreation could change that driving economic growth for outdoor recreation, supporting recreation and tourism infrastructure, bolstering up rural economic tourism, and guiding the expansion of the state’s current Outdoors for All Plan to foster the growth of a more diverse and equitable outdoor community.

At Top Rope Media, we see this initiative as more than just a legislative effort. It’s a golden marketing opportunity to position California as the global leader in outdoor recreation. Here’s why it matters and how it can transform California’s brand.

What Is an Office of Outdoor Recreation, and How can it Help a State Elevate its Brand?

An Office of Outdoor Recreation is a dedicated state-level entity designed to oversee, promote, and enhance outdoor recreation. These offices have been established in over 20 states, each tailored to support local economies, improve access to outdoor spaces, and amplify the state’s recreational brand.

From a marketing perspective, these offices create a framework for:

• Unified Messaging: By centralizing efforts, the office ensures consistent branding that resonates with residents, tourists, and businesses alike.
• Tourism Promotion: Strategic campaigns attract visitors by highlighting signature outdoor experiences.
• Business Partnerships: Collaboration with local businesses, gear manufacturers, and adventure providers boosts economic activity and creates shared marketing opportunities.
  
  For California, the creation of such an office represents the chance to elevate its outdoor recreation narrative and compete with other states actively investing in their outdoor economies and utilizing an OREC to unify the outdoor economies in their state.

California’s Untapped Potential: A Brand Opportunity

California’s diversity is its greatest strength. Yet, without a unified voice, the state’s outdoor recreation assets remain fragmented in their promotion. While national parks like Yosemite and Death Valley are household names, lesser-known gems often go unnoticed.

An Office of Outdoor Recreation could:

Position California as the Outdoor Capital of the World: California is home to the largest outdoor economy in the country with $81.5 billion economic spending annually and 545,448 direct jobs. California’s outdoor recreation economy grew 8.9% last year and has grown an average of 5.9% since 2012. However, California currently ranks 26th in the country for year over year end growth for its outdoor recreation economy.

• • Create a cohesive brand identity that highlights the state’s year-round recreational opportunities—from winter sports to summer surfing.
  • Showcase the diversity of activities, catering to everyone from extreme adventurers to family vacationers.
  • Improve outdoor recreation infrastructure and program investments throughout the state.

Drive Inclusive Marketing Campaigns

• • Highlight lesser-known destinations to distribute tourism dollars more evenly.
  • Promote equitable access to outdoor spaces, appealing to a broader audience.

Leverage California’s Values

• • Emphasize sustainability and conservation from a “Leave No Trace” ethics perspective in all marketing efforts, aligning with the state’s environmental and biodiversity ethos.

Case Studies: Marketing Success from Other States

States with established Offices of Outdoor Recreation have demonstrated the power of strategic investment in outdoor recreation. Let’s explore how they’ve leveraged these offices to achieve economic and marketing success:

The Marketing Power of a California Outdoor Recreation Hub

Creating an Office of Outdoor Recreation in California could unlock unprecedented marketing opportunities. Here’s how:

California Outdoor Recreation Partnership (CORP) represents the collective interests of member organizations and programs within California, focused on politics, policy direction and funding in support of the active outdoor recreation industry. CORP educates legislators about the role that our industry plays in improving economic opportunity, community health and welcoming a diversity of outdoor enthusiasts across our great state.

CORP recognizes that the success of this initiative depends on effective community engagement. How do we reach and gain the community’s support? Marketing efforts. By creating compelling narratives and leveraging California’s natural assets, CORP aims to build widespread support for the office—from legislators to all Californians.CORP recognizes that the success of this initiative depends on effective community engagement. How do we reach and gain the community’s support? Marketing efforts. By creating compelling narratives and leveraging California’s natural assets, CORP aims to build widespread support for the office—from legislators to all Californians.our diverse state.

How CORP Is Leading the Charge

California Outdoor Recreation Partnership (CORP) is at the forefront of this movement. As advocates for the creation of a state-funded Office of Outdoor Recreation, CORP is building a coalition of businesses, tourism boards, non-profit organizations and community stakeholders who understand the transformative potential of this initiative.

CORP’s Vision

CORP envisions an Office that:

• Drives Collaboration: Bringing together stakeholders from across the across our diverse state.
• Inspires Innovation: Using technology and investments to help foster new growth in the outdoor recreation community and industry by creating programs to support new ideas reanging from start-up companies to outdoor equity programs..
• Advances Equity: Ensuring all Californians have access to outdoor experiences, including bringing the outdoors closer to park-poor communities.. 

Why Marketing Matters

CORP recognizes that the success of this initiative depends on effective community engagement. How do we reach and gain the community’s support? Marketing efforts. By creating compelling narratives and leveraging California’s natural assets, CORP aims to build widespread support for the office—from legislators to all Californians.

California Outdoor Recreation Partnership (CORP) represents the collective interests of member organizations and programs within California, focused on politics, policy direction and funding in support of the active outdoor recreation industry. CORP educates legislators about the role that our industry plays in improving economic opportunity, community health and welcoming a diversity of outdoor enthusiasts across our great state.

Support the Future of California’s Outdoor Economy

The time to act is now. As California Outdoor Recreation Partnership works tirelessly to bring this vision to life, your support is critical. Here’s how you can get involved:

• For Businesses: Non-Profit Organizations, Government Agencies, and Destination Marketing Organizations: Join CORP’s coalition to advocate for the office and explore partnership opportunities.
• For Tourism Professionals: Leverage this initiative to enhance your own marketing efforts.
• For Outdoor Enthusiasts: Spread the word and support CORP’s campaigns to make outdoor recreation more accessible for all Californians. You can also become an individual member of CORP.

California has always been a leader in innovation and culture. With the creation of a state-funded Office of Outdoor Recreation, it can lead the way in outdoor recreation too—capturing the hearts and minds of adventurers worldwide.

Learn More About Top Rope Media’s Services