Johnny, the owner of a vehicle air-conditioning company, on the steps of his EarthRoamer camper.

 Johnny, the owner of a vehicle air-conditioning company, on the steps of his EarthRoamer camper.

Nate, an influencer from Houston, often takes his 1993 Toyota 4Runner on camping trips in Big Bend and Carlsbad Caverns.

Once his views started going up, he got approached by some coffee brands, plus Yeti coolers. Now he makes his money through Instagram ads. Something about his energy seems pure, and I can see why people like watching his videos. “I’ve been camping with my uncles since I was a boy,” he tells me. “I’m just doing what I’ve always done.”

On the last night of the expo, I’m headed for another happy hour when I meet Henry, the CEO of a Memphis-based awning company called Moonshade. He’s out here with a crew of guys interviewing campers they find using their product. Really, though, they’re shooting a documentary about the overlanding community.

I point out that folks here seem like they’re halfway between hippies and doomsday preppers. Henry agrees, but points out that those are two sides of the same coin: The more prepared you are, the more freedom you have. The flip side of that is also true: Without some spontaneity, no amount of preparation, and no amount of gear, can deliver a meaningful journey.

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