Trade shows are more than networking events or product launches, they are crystal balls for the outdoor recreation industry. Year after year, the innovations that first appear on the show floor evolve into the trends shaping how outfitters operate, how guests engage, and how businesses grow. Attending today’s trade shows is, quite literally, getting a glimpse of tomorrow.
In the past two years, clear patterns have emerged across leading industry events like America Outdoors, Arival, ICAST, and Outdoor Retailer. Three themes stand out as defining the future: technology, sustainability, and inclusion.
Technology is reshaping operations through AI-powered tools, wearables, all-encompassing booking software and digital media that change how outfitters connect with customers. Sustainability, once a side note, is quickly becoming a non-negotiable, with research showing that products making ESG-related (Environmental, Social, and Governance) claims grew 28% more than those without over a five-year period (McKinsey & NielsenIQ). And inclusion is moving to the forefront: America Outdoors adopted “unity” as its 2023 theme, while brands like The North Face and Patagonia are increasingly designing for accessibility and broad representation.
The takeaway is clear: trade shows compress the future into a few days. By walking the aisles and paying attention, outfitters are not just staying current, they are previewing the expectations, challenges, and opportunities that will define the seasons ahead.
Digital booking platforms have moved beyond simple reservation calendars. At recent shows (and expect to see this continuing this year) like Arival and America Outdoors, vendors demonstrated integrated systems that link booking, waivers, rental inventory, customer communication, and even lodging. According to a 2024 Adventure Travel Trade Association (ATTA) survey, 68% of operators say guests now expect to book online instantly, even for complex itineraries (ATTA Research).
Flybook-style vendors unveiled platforms with features like dynamic pricing, robust group management, and streamlined payment integrations, all designed to minimize administrative tasks and empower staff to deliver exceptional guest experiences. If your current system doesn’t fully support each aspect of your operation, it’s worth exploring how Flybook’s specialized management dashboards can provide a unified, real-time view of your entire business in one place. Check it out here.
AI is no longer a buzzword; it is embedded in booking flows, marketing materials and operational tools. Predictive chatbots answering customer questions, automated equipment recommendations, and AI-driven risk assessments for adventure tours have been showcased, highlighting the potential for personalization with less manual labor. Through the 2024 and early 2025 trade show season, outfitters could see, touch, and test these tools in real-time at shows like Outdoor Retailer, Arival and the America Outdoors Conference.
At the 2025 America Outdoors Conference, be on the lookout for innovations with AI from a variety of long-time vendors. Innovations, such as chatbots (that are intuitive and not frustrating for once) for operators' websites that directly integrate with their booking platform, like Flybook, are on the rise and only becoming more intuitive.
Exhibitors are no longer touting “eco-friendly” as a marketing add-on. They’re discussing closed-loop materials, gear rentals instead of purchases, and carbon reporting dashboards. Patagonia’s Worn Wear program was front and center at the Outdoor Retailer show, standing as a flagship business in the retail space. For outfitters, these trends signal a near-future where guests may ask for proof of sustainability alongside evidence of safety (Outdoor Retailer News).
Furthermore, in a 2025 article, Deloitte / HBR authors argue that we’re approaching a tipping point: for many consumers, sustainability will shift from “nice-to-have” to a baseline requirement in purchasing (Harvard Business).
Inclusion is quickly becoming a foundational expectation across the outdoor industry, no longer just a differentiator, but a standard that shapes how organizations operate. Whether it’s through gender-neutral sizing, adaptive equipment, culturally responsive marketing, or multilingual trip resources, these initiatives have been prominent topics at recent trade shows. Session titles such as "Expanding Your Reach - Creating Inclusive Experiences" and "Enhancing Accessibility for Your Adventure Park" highlight how accessibility and representation are now central to attracting and welcoming today’s diverse visitor market.
For outfitters, investing now in inclusive programming, accessible infrastructure, and staff training isn’t just good ethics; it’s smart business that anticipates the changing demographics and expectations of tomorrow’s outdoor participants.
America Outdoors Conference: Focus on outfitter operations, digital tools, and leadership.
AdventureELEVATE (by ATTA): Trends, networking, and destination marketing.
The Big Gear Show (Utah): Mid-size but innovation-heavy, blending gear demos with education.
Regional Shows (Tourpreneur, Paddlesports Retailer): Smaller scale but excellent for niche connections.
Plan: Identify sessions and exhibitors related to your key challenges (labor, booking, marketing).
Team Building and Staff Benefits: Bring staff from different departments together to cross-pollinate ideas, foster camaraderie, and reward a select few staff members with a fun end-of-season bonus by joining in on a trip.
Vendor Vetting: Use the show to test usability, don’t just collect brochures.
Follow Up Immediately: Turn your notes into an action plan within a week of returning.
Stay Curious: Talk to non-competitors; bike outfitters can learn from rafting guides, and vice versa.
By treating trade shows as R&D, not just networking events, operators can adopt innovations early, stand out to guests, and build resilience against seasonality.
Trade shows are no longer just about bulk orders or schmoozing reps. They’re where the next generation of outdoor recreation technology, ethics, and guest experience is born. Outfitters who attend, observe, and act will have a competitive advantage.
America Outdoors, Colorado River Outfitters Association, Adventure Challenge Course Technologies, Dude Ranchers Association, and more. If you are attending any of these shows, make sure to stop by and say hi!