From factory floors to industry leadership, Daniel Sahlberg – CEO of Caravan Industry Victoria – brings a wealth of experience to Australia’s caravan industry. In this interview, Daniel reveals how his team is setting new standards in compliance, training and consumer engagement, ensuring Victoria keeps leading by example

Words Irene Viergever

Victoria isn’t just Australia’s caravan manufacturing hub, it’s the beating heart of a $3.5 billion industry. With over 20 years of experience, Daniel Sahlberg reflects on the sector’s evolution, current challenges, and the initiatives that are driving growth, innovation, and higher standards across the state.

Aboutcamp BtoB − Could you tell us a bit about your journey and background? How did you become involved in the caravan and RV industry, and what led you to your current role as CEO of Caravan Industry Victoria?
Daniel Sahlberg − My journey in the caravan industry began back in 2004, when I started at Windsor Caravans in the planning and drafting department. It was a hands-on introduction to manufacturing, and I was quickly thrown into the deep end when several colleagues left to start a new venture. It was very much a sink-or-swim moment, one that ultimately shaped the way I approach challenges throughout my career. I stayed at Windsor for nearly eight years. It was a corporate environment, but with a strong manufacturing base. The company had a plant in Western Australia, and when Fleetwood, the parent company, decided to shift operations there, I was one of only two people offered a role in the new location, but I chose to stay in Victoria. Remarkably, within two hours of the Windsor shutdown being announced, I received a job offer from the Recreational Vehicle Manufacturers Association of Australia (RVM Australia), which focused on industry compliance. The opportunity came about after a meeting six months earlier where I’d voiced some strong opinions, something that evidently stayed with the CEO. He told me, “You had a lot to say. Now come and fix it.”
I eventually accepted the role and went on to create the Recreational Vehicle Manufacturers Accreditation Program (RVMAP). It quickly became clear that many in the industry lacked awareness around compliance and standards. That spurred me to focus heavily on training and education, reshaping how the industry approached regulation. From there, I transitioned to the Caravan Industry Victoria (CIV), where I led industry development. I was responsible for establishing a training college and launching the Service Safe accreditation program for service and repair professionals. I also contributed to technical compliance, membership services, and conducted audits at major industry shows across Victoria. In 2018, I moved into event management at CIV, eventually becoming General Manager of Operations, and later stepping into my current role as CEO. It’s been a journey marked by adaptability and continuous learning.

Aboutcamp BtoB − The caravan and RV industry in Victoria is known for its strong presence, with 90% of Australia’s manufacturing based here. Could you provide an overview of the current state of the market and its economic impact on the region?
Daniel Sahlberg − Victoria stands as the powerhouse of Australia’s caravan and RV industry, with a staggering 93% of all caravans and recreational vehicles in the country being manufactured right here in the state. The most recent economic impact assessment highlights just how significant this sector is to Victoria’s economy. The caravan trade sector alone contributes $3.5 billion annually and supports approximately 12,500 jobs. That figure represents around 20% of all caravan-related employment across the entire country, an impressive statistic that underscores the state’s vital role not just in manufacturing, but in driving innovation, employment, and economic growth for the industry nationwide.

Aboutcamp BtoB − As the industry evolves, what key trends do you see shaping the future of the caravan and RV market in Victoria and across Australia?
Daniel Sahlberg − Australia has long been recognised for its innovation within the caravan and RV sector. What sets it apart is the country’s vast diversity in climate, terrain, and travel culture, which differs greatly from the rest of the world. Australia, and particularly Victoria, has earned a reputation for pioneering off-road technologies. The rugged terrain and varying conditions across the country have demanded unique, durable solutions. Reflecting on the past two decades, the transformation is clear: where once small 14–15-foot pop-top caravans with minimal equipment dominated the market, today we see larger, feature-rich caravans designed for off-grid travel and adventure. The rise in free camping and the desire for self-sufficiency have pushed manufacturers to embrace self-contained living. In many ways, the caravan and RV sector has been ahead of the curve in adapting to electrification and energy-efficient technologies. The very nature of Australian caravanning demands innovation in areas like solar integration, battery storage, and lightweight construction and Australian manufacturers continue to lead in this space. Another significant change shaping the future of the industry is the shift in the path to market. The digital age is redefining how consumers engage with brands, how products are sold, and how service is delivered. This transformation is prompting manufacturers and dealers to rethink their roles and embrace new technology and digital platforms to stay competitive.

Aboutcamp BtoB − CIV operates several consumer events, including the Victorian Caravan, Camping Supershow. How do these events contribute to the growth of the industry, and what new initiatives are you planning to further enhance their impact?
Daniel Sahlberg − In Victoria, consumer events play a vital role in the growth and evolution of the caravan and camping industry. We currently run four major shows across the state, with the flagship event being the Victorian Caravan & Camping Supershow, now officially rebranded to drop the word “touring” and focus purely on caravanning and camping. This event is the largest of its kind in Victoria, boasting the most extensive exhibition footprint in the sector. It brings together everything the industry has to offer in one place, giving consumers the opportunity to explore, compare, and dream. Whether it’s the latest RV models, aftermarket accessories, tourism destinations, or emerging technologies, the show offers a comprehensive look at the lifestyle. These shows are more than just product showcases; they’re about inspiring people to embrace the freedom and adventure that caravanning and camping offer. It’s about making dreams reality. One of our key features is the RV Master Stage, launched several years ago. It supports our industry accreditation program, which focuses on five key pillars of manufacturing standards. The stage itself is designed to help consumers become masters of the RV lifestyle through expert talks and practical advice. We’ve also developed immersive, experience-based areas such as the Adventure Zone, an off-road track where visitors can see how caravans and vehicles handle different terrains. It’s a practical demonstration of off-grid capability and towing performance, giving people the confidence to explore beyond sealed roads. In 2023, we introduced the Off-Grid Campground, a space dedicated to educating consumers about free camping and self-contained living. That concept evolved further this year into the Let’s Start Caravan & Camping Area, inspired by what we saw at the Caravan Salon in Düsseldorf. This feature is all about breaking down barriers for newcomers. It demystifies the terminology, showcases entry-level products, and guides people on how to get started with the lifestyle. With a passionate new team on board, we’re continuously developing fresh ideas to expand the show’s appeal and relevance. Ultimately, these consumer events are about more than sales. They are about building connections, educating future travellers, and fuelling a love for the open road. The lifestyle attraction will remain a key focus for Caravan Industry Victoria as we continue to shape the next chapter of caravanning in our beautiful state.

Aboutcamp BtoB − The RV Master Manufacturer Accreditation Program is a significant leap forward for the industry. Could you explain how this program is setting new standards for RV manufacturers and what it means for both the industry and consumers?
Daniel Sahlberg − Initiated in 2017-2018, the RV Master Manufacturers Accreditation Program represents one of the most significant steps the Victorian caravan manufacturing industry has taken to date. It was developed in direct response to manufacturers’ desire for a consistent, high benchmark. Not just in regulatory areas, but across all aspects of business operations. What sets this program apart is that it’s not just imposed, it was designed with and for the manufacturers themselves. Empowered by industry leaders, the program is comprehensive, going beyond product compliance to assess a manufacturer’s entire operation. The accreditation evaluates five key pillars of a business: Business systems, Human resources, Quality Management, Customer Service, and Compliance. Financial transparency is now a formal part of the process. Manufacturers must demonstrate they are viable, responsible businesses. But the program also digs deeper, assessing adherence to consumer law, fair work obligations, tax compliance, and other areas that directly impact not only safety and quality, but also customer confidence. A major focus of the accreditation is customer service and warranty support. The program doesn’t just check boxes, it aims to foster genuine improvement across the sector. Each business is independently audited by professionals in their respective fields and receives a star rating from one to five, reflecting their performance across all five pillars. This rating is then made public, helping consumers make more informed decisions and encouraging transparency across the industry. Importantly, the system also shines a light on businesses not participating in the program, prompting consumers to ask, “Why not?” This kind of visibility is helping reshape the competitive landscape, not by regulation alone, but through trust, quality, and accountability. For businesses, the rating is a journey. Those starting at three or three-and-a-half stars are supported in striving for four and five stars in the future. In an industry that has long called for stronger oversight and clearer standards, Victoria is taking the lead. Rather than wait for government regulation, the state’s manufacturers have chosen to set the bar themselves. And in doing so, they are setting a national benchmark for quality, transparency, and consumer confidence.

Aboutcamp BtoB − How do you envision the growth of CIV’s Trade Expo, and what role do international partnerships and suppliers play in your plans for expanding this event?
Daniel Sahlberg − The Trade Expo is something of a passion project for me, born from my early days working at Windsor Caravans. Back then, suppliers would occasionally visit to showcase new products, but access to innovation was inconsistent. Sometimes those updates would make it through purchasing; other times, they’d be missed entirely. It wasn’t always a priority in a corporate environment like Windsor’s, where supplier engagement was largely handled at a group level. But I vividly remember attending public caravan shows as someone working in drafting and design and thinking, “Where did they get that from?” or “How come we didn’t know about this?” It was clear there was a disconnect between manufacturers and the evolving supply chain, and that disconnect was holding back innovation. With Victoria being the manufacturing heartland of Australia’s RV industry, I saw an opportunity. Why not create a dedicated platform to bring the supply chain, and potential new suppliers, directly to manufacturers? That idea became the Trade Expo: a central, industry-only event designed to foster innovation and accelerate product development. Much like our consumer shows, the expo provides a one-stop space for manufacturers, dealers, and service and repair professionals to explore the latest products and technologies. It’s a chance to see what’s new, what’s coming, and what’s possible. All in one place. But the vision doesn’t stop at Victoria. We invited industry colleagues from around the country to bring their dealers and teams to the event, so they too can access this wealth of insight and product potential. Long-term, the goal is to grow the expo nationally and even internationally. There’s significant opportunity for global manufacturers to participate, bringing their components, materials, and ideas to Australia’s shores. It’s not just about exporting finished products; it’s about importing innovation and adapting it to our standards, our conditions, and our needs. At its core, the Trade Expo is another industry improvement initiative. One that fuels progress, fosters collaboration, and ultimately benefits the end consumer.

Aboutcamp BtoB − In terms of product development, what are the main differences between the Australian caravan and RV market compared to the European and American markets?
Daniel Sahlberg − When it comes to product development, there are clear differences between the Australian, European, and American RV markets. Having travelled to both regions recently, those distinctions have become even more apparent. In Australia, innovation, technology, and advanced construction methods are at the forefront, largely driven by the unique and often extreme conditions of the country. From searing heat to freezing cold, RVs here need to be built to endure. Traditionally, Australians have followed the sun, but more recently, there’s been a shift toward free camping and off-grid travel. Our vast and varied terrain, combined with rougher roads and wide open spaces, demands a different kind of product. A product designed for resilience and true self-sufficiency. Another key factor is scale. Australia’s population, while growing, remains relatively small compared to Europe or the U.S. That means our RV production isn’t focused on mass output, but rather on building for purpose, tailored to where and how Australians travel. With over 900,000 caravan and RV registrations in a country of 26–27 million people, it’s clear that this lifestyle is deeply embedded in our culture. In contrast, European RVs are typically sleek, clean, and efficient. Ideal for the well-maintained roads and more temperate climates found across the continent. European travellers also tend to spend more time inside the van than Australians, which influences both layout and design priorities. The American market, how I see it, is all about scale: bigger and bolder. The U.S. is the largest producer of RVs globally, and that size is reflected in the vehicles themselves. However, there are noticeable differences in construction methods and material expectations. Without speaking critically, it’s fair to say that Australian consumers demand a higher level of durability: thicker panels, stronger builds, and an overall higher expectation of quality, shaped by both our conditions and our culture.

Aboutcamp BtoB − Your proximity to China certainly facilitates the importation of low-cost products, such as tent trailers and off-road trailers. Are there mechanisms in place to protect ‘Made in Australia’ products from being overshadowed by these imports?
Daniel Sahlberg − One of the most complex challenges facing Australia’s RV industry today is the proximity of China and the impact of low-cost imported products. It’s a delicate topic, and one that demands a nuanced understanding of trade, regulation, and consumer behaviour. Australia has had a free trade agreement with China since 2015, which presents both opportunities and challenges. While tariffs might seem like a natural mechanism to manage imports, the broader relationship between the two countries, and our reliance on China for many other goods and services, makes implementing such measures difficult. That said, Australia has unique conditions, a unique environment, and a unique consumer. Our roads, climate, and expectations differ greatly from other markets. Australian consumers are also less inclined to wait. Once they decide to buy, they want the product now. This makes customization, innovation, and speed to market essential. Where we face a real issue is in regulation. Australia has existing standards for gas, electrical, and safety compliance, but imported products often enter the market without inspection. That gap is significant. These standards exist for good reason: to protect consumers in a country with uniquely demanding conditions. The solution isn’t simple, but part of it lies in education. We need to help consumers understand the value of Australian-made products. In my view, we produce the best, most innovative caravans and RVs in the world. They are designed for our lifestyle, our climate, and our expectations. And that innovation comes from here.

Aboutcamp BtoB − What are the synergies and differences between Caravan Industry Victoria (CIV) and the Caravan Industry Association of Australia (CIAA), and how do these two bodies collaborate to support the industry?
Daniel Sahlberg − Our industry relies on collaboration across the country. These collaborations include all states and the national body and we all work together. Australia is a large country and while our population may not be as big as other nations, it is spread out over great distances, with different needs, climates, times, and people. Despite these differences, there has been strong collaboration in our approach. We are constantly exploring new ways to work together. There is a shared passion for compliance, for the lifestyle, for promoting caravan shows, and for showcasing products across the country. This shared passion is what creates synergy within the industry. Of course, each state has its own challenges and strengths. Victoria is home to manufacturing and the supply chain, while other states are more focused on tourism, retail, or lifestyle. It is a combination of both, and we aim to work together by recognising each others strengths and finding ways to collaborate more effectively. People often say we should centralise everything under one model, but the reality is that each state operates under its own regulatory framework. Australia is a federated system, and each state has different processes and requirements. This is why it is essential to have the right people in each state who can understand the local situation and support businesses accordingly. For example, it is much colder in Victoria right now compared to Queensland, Western Australia, or New South Wales. The climate, the conditions, and the people vary, and you need to be present in each region to truly understand those differences and deliver the services that are needed. This applies not only to consumers, which is what the industry is ultimately about, but also to our members and businesses. You have to be there for them, and you need to be present.

Aboutcamp BtoB − Looking ahead, what are your key priorities for CIV over the next 3-5 years, and how do you plan to continue fostering innovation and growth within the Victorian caravan and RV industry?
Daniel Sahlberg − Over the next three to five years, we are focusing on four key areas of our organisation: events, membership, training, and lifestyle promotion. The first area is events. This includes both consumer events and industry events. We want to continue expanding our portfolio of shows and reach more people in more locations. In Victoria, especially after the COVID lockdowns, people tend to stay local. Many no longer want to travel across the city, especially with tolls, and prefer going outwards rather than in. We are adjusting our approach to reflect this shift and meet people where they are. We also want to expand our industry offerings, including the Trade Expo mentioned earlier. Additionally, we aim to continue promoting excellence through our Hall of Fame and Industry Awards. This year we’ve had a record number of entries, with 11 manufacturers nominating for Manufacturer of the Year, which shows strong industry engagement. The second focus is our membership area, which we are now actively developing. This includes accreditation, industry development, membership services, and membership support. With a new team in place, we are working to engage more closely with businesses, help them grow, and integrate them into programs that drive the industry forward. Our third pillar is training. We operate the National Caravan Industry Training College (NCITC), a registered training organisation (RTO). NCITC is about upskilling the workforce, creating career pathways, and bringing more people into the sector. We also want to invest in consumer education, helping people learn how to use products properly, as well as expanding product training opportunities across the board. The fourth focus is lifestyle and industry promotion. This involves communicating with consumers about what our products offer and where the lifestyle can take them. It is about building that emotional connection and raising awareness of the value caravanning and camping brings. In summary, our four pillars are events and shows, membership services and accreditation, training and workforce development, and lifestyle and industry promotion. We will continue to grow each of these areas to support and strengthen the caravan industry in the years ahead.

Below: Daniel Sahlberg (right) in conversation with our editor-in-chief Antonio Mazzucchelli at the latest Caravan Salon in Düsseldorf