Trender i campingvärlden 2026 – direkt från Elmia Husvagn Husbil

Writer: Helena Bergström

The fair Scandinavian Caravan Show, the Nordic region's largest trade fair for mobile living, has opened its doors in Jönköping. Five days filled with motorhomes, caravans, accessories, travel destinations, lectures and camping life await. We are here and already on the first day of the fair there were plenty of people in the halls, a good atmosphere and lively conversations in the stands.

But what is really happening in the camping world right now? What trends are visible and what are today's campers demanding? This year's fair traditionally began with a press conference, where the industry discussed the current situation and the future. We also had time to take a first look around the halls.

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Press meeting at Elmia Husvagn Motorhome 2026

This year's panel included Eva-Klara Blomberg Högväg, board member of the Swedish Caravan and Motorhome Industry Association and CEO of Husbilslandet, Mikael Blomqvist, board member of the Swedish Caravan and Motorhome Industry Association, board member of ECF and CEO of Kabe, and Klas Brandt, trade fair manager for Elmia Husvagn Husbil.

During the press conference, the topics discussed included interest in camping, new target groups, digitalization, safety, camping sites and what today's campers really mean by freedom.

Klas Brandt, Mikael Blomqvist and Eva-Klara Blomberg Högväg discuss the world of camping.

Camping interest remains high

There is hardly any lack of interest in camping. Figures were presented at the press conference showing that 59 percent have experience with a caravan or motorhome. A full 60 percent could imagine a motorhome holiday, while 33 percent could imagine going on holiday with a caravan.

At the same time, consumers are more cautious about making a large investment. The interest is there, but the decision to actually buy a camper is a big step.

Our own feeling after the first day at Elmia is also positive. Even though it was only Wednesday and the first day of the fair, there were a lot of people in the halls and plenty of activity in the stands.

New and younger campers find their way to the fair

Many of the visitors to Elmia Husvagn Husbil are loyal and return year after year. At the same time, it was reported during the press conference that approximately one in four visitors is at the fair for the first time.

This was highlighted as a positive for the future. New people are discovering camping life and a younger target group is also coming in. The image of who is a ”typical camper” is thus becoming less and less clear. Elmia also describes today's visitors as a broad group where families with children, active adventurers and seniors, among others, come together.

Freedom is attractive – but freedom means different things

Freedom is a word that comes up all the time when talking about camping. An interesting discussion during the press conference was that freedom can actually mean completely different things depending on who you ask.

For a family with children, freedom can mean setting up the caravan at a campsite and staying there for a longer period of time. The children can find friends and move around more freely in the area, while the family has the car available for excursions.

For a couple who want to travel and wake up in new places, freedom may instead lie in being able to easily move from place to place with a camper. Perhaps this is precisely the strength of camping life? There is no single way to camp, nor is there a single definition of freedom.

Comfort is more important than you might think

When people were asked what was important when choosing a camping holiday, convenience came out on top. A full 67 percent said convenience, followed by price at 48 percent and freedom at 47 percent. Simplicity was mentioned by 32 percent.

Freedom arouses longing, but when decisions are made, comfort and economy also become important factors.

That may not be so surprising. Motorhomes and caravans have long evolved into increasingly comfortable holiday homes, with kitchens, bathrooms, smart storage and technical solutions that make it possible to live comfortably even far from home.

The sheet metal continues to attract – but the width is large

Sheet metal has been a clear trend for several years and they are also given a lot of space at this year's Elmia Husvagn Husbil. There is a lot of talk about the smaller and more agile motorhomes and the range is large.

At the same time, the picture on the trade fair floor is much broader than that. Here you can find regular motorhomes in all possible sizes and models, caravans and camping vehicles with a more or less pronounced sense of adventure.

After just one day at the fair, it is too early for us to single out any particular vehicle type as the big trend for 2026. However, something we are reacting to is the wide range of brands. Our feeling is that there is a belief in the future in the industry and a willingness to invest.

More digitalization in motorhomes and caravans

One development that is expected to continue is digitalization. More and more functions in camping vehicles are being connected and can be controlled or monitored via apps and digital panels.

The technology can range from controlling various functions in the vehicle to gathering information in one place. In other words, the smart camper is about to get even smarter.

At the same time, technology is supposed to make life easier, not more complicated. Simplicity was also one of the factors highlighted in the survey about what influences people's choices.

Safety becomes important throughout motorhome ownership

Another issue that received a lot of attention during the press conference was security. For most people, a motorhome or caravan is a major investment and the customer wants to feel secure, not just during the purchase itself.

The aftermarket is therefore important. Service, workshop, support and the relationship with the dealer play a role throughout the entire time you own the vehicle, right up until the day it's time to sell or trade it in.

More parking spaces are needed

A question from last year's press conference came up again this year: Sweden needs more parking spaces. For motorhome drivers, the ability to find somewhere to stay overnight is an important part of the infrastructure, and as interest in motorhomes increases, more options are needed.

The Swedish Caravan and Motorhome Industry Association is therefore working on the issue on several levels. Among other things, it is about getting more landowners interested in building camping sites and getting municipalities to see the opportunities and benefits of camper tourism. The issue of more camping sites was described as one of the most important industry issues right now.

Elmia becomes its own camping town

Elmia Husvagn Husbil is not just a trade fair. During the five days of the trade fair, the area is also transformed into something of a camping city of its own. This year's trade fair has 30,000 square meters of fully sold-out halls and 135 exhibiting companies. In addition, there are around 2,700 camping vehicles in the area.

This is perhaps also part of the explanation for the special atmosphere at Elmia. Visitors don't just come here to look at new vehicles and accessories. Many stay in the area for several days and the fair becomes just as much a meeting place for people who share an interest in camping and travel.

Camping trends in 2026 – freedom is still at the center

After the first day at Elmia Husvagn Husbil, it is difficult, and perhaps a little too early, to point out a single big trend.

Tin-panel campers continue to be popular and digitalization is advancing. At the same time, we see a wide range of motorhomes, caravans, makes and models. New and younger people are finding their way into camping, while experienced campers continue to return.

Perhaps the clearest trend is that camping life is becoming broader. We want to travel in different ways and we put different meanings into words like freedom, comfort and simplicity.

But the interest in mobile life seems to persist. After a first day with well-attended halls, lively conversations and an industry that feels prepared to invest, the feeling at Elmia Husvagn Husbil 2026 is above all positive.