Raccoon Media Group has announced plans to overhaul and relaunch The National Outdoor Expo under a new identity, OutdoorXpo, with the first edition of the reimagined event scheduled for 2027. The move marks a significant shift in the format and positioning of the long-running consumer show, which has been serving the UK outdoor market for around five years.
OutdoorXpo is being developed as an interactive, zone-based experience focused on key outdoor pursuits, aiming to create deeper engagement for visitors while offering a more targeted platform for brands, retailers and destinations operating across the outdoor sector.
Background and industry context
The National Outdoor Expo has established itself as a staple in the UK outdoor calendar, connecting consumers with manufacturers, retailers, destinations and service providers across activities such as walking, camping and adventure travel. Over recent years, the outdoor market has seen structural changes, with participation levels fluctuating post-pandemic, retail undergoing rapid digitalisation, and brands seeking more measurable returns from live event investments.
Event organisers are responding with formats that go beyond traditional exhibition halls, introducing live testing, content stages and data-driven experiences. Against this backdrop, Raccoon Media Group is positioning OutdoorXpo as an evolution of its existing show rather than a wholly new launch, with the aim of better reflecting how audiences now discover, trial and buy outdoor products and services.
Key developments in the OutdoorXpo launch
The newly branded OutdoorXpo will debut in 2027 and is being shaped using feedback from attendees, exhibitors and wider industry stakeholders gathered over the past editions of The National Outdoor Expo. Organisers intend to move away from a generalist layout and instead structure the event around specialist, immersive zones dedicated to core outdoor disciplines.
These zones are expected to cover activities such as hiking and trail-based pursuits, with further disciplines to be confirmed as consultation continues. Each area will be designed to combine product showcases with experiential features, enabling visitors to interact with gear, receive expert guidance and participate in practical demonstrations or skills-based sessions.
For exhibitors, the revised format is being developed to support clearer audience segmentation and more intentional visitor journeys, giving brands the opportunity to present their offerings within context-specific environments rather than broad exhibition aisles. This includes potential for curated content, live talks and technology-supported interactions within each zone to keep visitors engaged for longer periods.
While detailed floorplans, digital tools and exact programming are still to be announced, Raccoon Media Group has stated that the redesign aims to deliver increased value to the UK outdoor industry by aligning the physical show more closely with how consumers research, experience and purchase outdoor products.
Industry impact and strategic implications
The transformation of The National Outdoor Expo into OutdoorXpo signals how consumer-facing exhibitions are adapting to changing expectations around interactivity, personalisation and measurable outcomes. For outdoor brands and retailers, the move towards specialist zones can potentially streamline lead generation by bringing together visitors with specific interests in one place.
From an event technology perspective, this type of reconfiguration typically opens up opportunities for data capture and audience insight. Zone-based models often incorporate digital registration pathways, interest tagging, and onsite engagement tools to understand which activities resonate most strongly with different segments. While specific technology partners or platforms have not been disclosed, the emphasis on an interactive format suggests that digital and experiential tools will play a greater role compared with earlier editions of the expo.
For the wider outdoor ecosystem, including tourism boards, training providers and experience operators, OutdoorXpo’s focus on disciplines rather than a generic outdoor category could support more precise positioning. Destinations aligned to hiking, trail running, climbing or water sports, for example, may find it easier to integrate storytelling and activation into the relevant zones.
Why this matters for event professionals and technology providers
For event organisers working across consumer and enthusiast markets, OutdoorXpo provides a current example of how long-running shows are being reshaped to maintain relevance and commercial performance. The decision to use extensive audience and industry feedback to guide the 2027 redesign underlines the growing importance of continuous insight gathering, from post-show surveys to behavioural analytics.
Event professionals will be watching how the zone-based approach at OutdoorXpo is implemented in practice – especially in terms of visitor flow, dwell time and exhibitor ROI. Successfully orchestrating multiple specialist areas often relies on integrated digital infrastructure, including:
- Smart registration and interest profiling to route visitors towards relevant zones.
- Onsite wayfinding and scheduling tools to help attendees navigate content and experiences.
- Lead capture solutions that allow exhibitors to identify and follow up with targeted prospects.
- Content distribution platforms to extend talks, demonstrations and workshops beyond the show floor.
For technology providers, the 2027 launch timeline offers a runway to collaborate on tools that support immersive experiences – from digital product trial interfaces and AR-enhanced demonstrations to data dashboards for exhibitors evaluating performance across different zones. As physical shows become more experiential, back-end systems that connect registration, onsite engagement and post-event communication will be central to proving value.
The outdoor sector’s broad demographic appeal and equipment-heavy nature also make it a strong testbed for hybrid experiences. While the current announcement focuses on the live event, there is potential for future editions to integrate virtual components, such as remote product launches, training sessions or community-led content, leveraging the discipline-specific structure as a framework for year-round engagement.
Conclusion
Raccoon Media Group’s decision to rebrand and reconfigure The National Outdoor Expo as OutdoorXpo represents a strategic response to evolving audience expectations and industry requirements within the UK outdoor market. By shifting towards specialist, immersive zones and planning a 2027 relaunch, the organiser is aiming to create a more focused, experience-led platform for brands and participants alike.
As development continues, event professionals and technology vendors will be monitoring how the new format is translated into operational design, digital infrastructure and measurable outcomes. OutdoorXpo’s progress is likely to serve as a reference point for other consumer and lifestyle exhibitions looking to refresh established shows through more interactive, data-informed models.