From Gold Rush to Groundwork: The Glamping Show Grows Up
Words by Whitney Scott
Over the course of a decade, it’s been remarkable to watch the Glamping Show not just grow, but take shape. Each year, I leave with thoughts and conversations buzzing in my head, but this year something stood out:Over the course of a decade, it’s been remarkable to watch the Glamping Show not just grow, but take shape. Each year, I leave with thoughts and conversations buzzing in my head, but this year something stood out: the heartbeat of the show was different.
Not bad different. Business different.
In years past, even as recently as last year, there was this palpable, almost childlike enthusiasm. A “pitch a tent and get rich” energy, fueled by the gold rush of glamping. It was fun, vibrant, and inspiring, though sometimes more dreamlike than grounded in reality.
This year felt real. Operators showed up prepared. They asked sharper questions. Instead of eyes-wide-shut optimism, it was thoughtful curiosity: “Is this the right idea for me? What does the bottom line look like?” That shift from dreamy excitement to business focus is, in my mind, a sign of industry maturity.
That maturity also showed up in the conversations around rates. More than once, I heard operators debating ADRs, whether they should really be pushing toward the $300s. For the first time, I saw new and seasoned operators alike questioning where the market truly lies. And while this isn’t a consulting piece, Walden’s research shows the MADR (marketed average daily rate) for the industry sits around $350, but the majority of actual demand lives below $250. That’s a soapbox I’ll always stand on: the real opportunity isn’t confined to the “uber-luxury” segment. It’s in the mid-market, $100-$250 per night. It's why traditional mixed-use campgrounds, mid-market glamping operators, and even private land hosts are all reporting accommodations growth this year.
Another first: exiters. Vendors and experts alike noted that for the first time, we saw stabilized, managed, and successful properties exploring their next steps, whether selling, repositioning, or simply asking what “ready for market” really means. It was a clear signal that glamping is moving through its lifecycle, and we’re watching businesses come to fruition.
On the vendor side, the shift was also visible, literally. Fewer vendors, empty patches on the grass, and chatter everywhere about who wasn’t there. Much of that traced back to overseas participants, with supply chain pressures and tariffs squeezing margins. This change is significant. In less than a year, our marketplace has shifted drastically, and there are long-term decisions to pull supply from North America, mainly the US. But, there’s the flip side: the units on display felt higher-quality, more aligned with North American needs, and less about undercutting on price with low-quality imports. Let me be clear, though, the international vendor that was there (looking at you Bushtec Safari and ÖÖD Mirror House ) were exceptional. They exemplified their commitment to a global elevation and intricacy.
And the mix? Overwhelmingly hard-sided. That in itself tells a story: operators are getting savvier and more serious, looking for structures that meet year-round demands of climate, safety, and security. The tented units that were there, though, were stunning and innovative, elevated, and without question the cream of the crop. From PlainsCraft Covered Wagons ADA unit (which honestly felt luxurious simply in its spaciousness) to Impi Luxury Tent's vaulted luxury tent (an international player whose canvas design felt almost cathedral-like), these weren’t entry-level experiments. They reflected a buyer who is maturing right along with the industry: discerning, practical, but unwilling to compromise on beauty and experience.
From a content perspective, I might be biased. I had the privilege of participating in two sessions, and the feedback was undeniable. One gentleman told me it was “an education you just can’t pay for”… though of course, he did. Or, Robert Hecker's post around the quality of operator insight rather than vendor sales. That comment speaks to the thoughtfulness of the programming, from AGA’s Newbie Day to the broader conference lineup, which truly elevated the conversation.
As for this conversation, I'll end with this: the Glamping Show 2025 wasn’t about the gold rush. It was about the groundwork. Operators are growing savvier, vendors are adapting, and conversations are getting sharper. And that foundation - practical, thoughtful, forward-looking - is what will carry this industry into its next decade. I'm excited to be on the trail alongside the momentum.
Whit’s Note: I couldn’t walk away from this piece without also sharing one personal highlight: receiving the American Glamping Association's “Innovator and Pioneer” award. This recognition isn’t just about me. It belongs to the Walden team and especially my co-founder, Josh Smibert. Together, we’ve focused on creating tools that this industry to didn’t yet have but desperately needed: from the Land Opportunity Tool to the Accommodation Buying Guides. To be recognized by peers, manufacturers, operators, buyers, and services alike for that work is truly humbling. To say we were honored would be an understatement. This industry, and the people in it, are magical. I remain committed to meeting their needs as they continue to grow, innovate, and define the future of outdoor hospitality.
