Surf Tourism forecast through to 2030 – hold onto your hat!

Once a lovely little niche, surfing has now become a global cultural and economic phenomenon – and no way that growth is slowing down any time soon.

This rather dry report from Grand View Research projects where they think it’s all headed between here and 2030. (Headquartered in San Francisco, the Grand View Research database is used by the world's academic institutions and Fortune 500 companies to understand the global and regional business environment.) 

Hopefully this isn’t all too depressing, and hopefully you’ll still have a little nook somewhere where you can find a park and can paddle out and catch a couple and ride them to the beach unobstructed :)

Over to Grand View Research:

Surfing Tourism Market Size & Trends 

The global surfing tourism market size was estimated at USD 65.30 billion in 2023 and is expected to grow at a CAGR of 5.8% from 2024 to 2030. The market has seen a significant rise in popularity, driven by the increasing global interest in surfing as both a sport and a lifestyle. This trend is fueled by various factors, including the growth of surf culture, advancements in travel accessibility, and the promotion of sustainable tourism practices. As a result, surfing destinations around the world are attracting more tourists, leading to the expansion of the market.

One of the primary reasons for the growing popularity of surfing tourism is the sport’s unique combination of adventure, relaxation, and connection with nature. Surfing offers an escape from the routine, allowing individuals to experience the thrill of riding waves while enjoying the beauty of coastal environments. This appeal has led to an increase in the number of people taking up surfing, with a corresponding rise in demand for surfing-related travel experiences.

In terms of demographics, the surfing tourism market is primarily dominated by younger travelers, particularly millennials and Gen Z, who are drawn to the sport’s adventurous and eco-friendly image. These travelers are not only interested in surfing but also in the broader lifestyle associated with it, including beach culture, conservation healthy living, and the environmental. This has led to the emergence of niche travel segments within the market, such as eco-surf tourism, which emphasizes sustainability and responsible travel practices.

The popularity of surfing tourism is also reflected in the growing number of destinations that are positioning themselves as premier surfing spots. Traditional surfing destinations like Hawaii, California, and Australia continue to attract large numbers of tourists, but emerging destinations are also gaining traction. Countries like Indonesia, Portugal, and Costa Rica have become popular for their world-class waves, affordable travel options, and vibrant local cultures. These destinations are actively promoting surfing tourism through targeted marketing campaigns and the development of surf-friendly infrastructure.

Another notable trend in the surfing tourism market is the increasing emphasis on sustainability. With the growing awareness of environmental issues, many surfing destinations and tour operators are adopting eco-friendly practices to minimize their impact on the environment. This includes initiatives like beach clean-ups, the use of renewable energy in surf camps, and the promotion of sustainable travel habits among tourists. For example, the World Surf League (WSL), a leading organization in professional surfing, has launched several initiatives to promote ocean conservation, including partnerships with environmental organizations and the implementation of sustainable practices at their events.

Technological advancements have also played a significant role in the growth of the surfing tourism market. The rise of digital platforms and social media has made it easier for surfers to discover new destinations, connect with local surf communities, and share their experiences with a global audience. Online booking platforms and mobile apps have streamlined the process of planning and booking surf trips, making it more convenient for travelers to access a wide range of options for accommodations, surf schools, and guided tours.

In addition to these trends, there have been several recent initiatives aimed at further boosting the surfing tourism market. For instance, the inclusion of surfing in the Olympic Games has brought the sport to a wider audience, generating increased interest in surfing-related travel. The inaugural surfing competition at the Tokyo 2020 Olympics, held in 2021 due to the pandemic, was a landmark moment for the sport, showcasing it on a global stage and inspiring a new generation of surfers.

Moreover, governments in key surfing destinations are recognizing the economic potential of surfing tourism and are taking steps to support its growth. For example, the government of Costa Rica has launched initiatives to promote the country as a top surfing destination, including investments in infrastructure and marketing campaigns targeting international tourists. Similarly, Indonesia has been working to develop its surfing tourism industry by improving access to remote surf spots and promoting sustainable tourism practices.

Tour Type Insights

Domestic surfing tourism accounted for a revenue share of around 65% in 2023. Domestic surfing tourism involves travelers exploring surf spots within their own country, often driven by convenience, cost savings, and a desire to support local tourism. In countries with rich coastal landscapes, like Australia and the U.S., domestic surfing has surged, especially during the pandemic when international travel was restricted. For instance, the rise in popularity of the California coast, where local surfers flock to renowned spots like Malibu and Huntington Beach, supporting local businesses and surf schools.

International surfing tourism is projected to grow at a CAGR of 7.3% from 2024 to 2030. This is fueled by the quest for unique and exotic surf experiences, with travelers seeking world-class waves and diverse cultural experiences. Popular international destinations include Bali in Indonesia, Gold Coast in Australia, and Jeffrey's Bay in South Africa. The Maldives, known for its crystal-clear waters and consistent waves, has also become a top choice for international surfers. These destinations often offer surf resorts and guided tours that cater specifically to the needs of international visitors.

Tourist Type Insights

Surfing tourism among solo tourists accounted for a revenue share of around 71% in 2023. Solo surfing tourism appeals to individuals seeking personal challenges and the freedom to explore surf spots at their own pace. This segment is growing, especially among digital nomads and adventurous travelers who combine surfing with remote work or extended travel. Various destinations such as Australia is popular among solo surfers, offering surf hostels and community events that foster connections among like-minded travelers. Solo surfing allows for personalized itineraries and deeper immersion in local cultures.

The demand for surfing tourism among group traveler projected to grow at a CAGR of 7.1% from 2024 to 2030. Group surfing tourism involves friends, families, or organized groups traveling together for a shared surfing experience. This segment is driven by the social aspect of surfing, where groups can enjoy surf camps, lessons, and excursions together. Destinations like Costa Rica and the Canary Islands cater to group surfers with package deals that include accommodations, meals, and guided surf tours. Surf camps in these regions often offer tailored programs for groups, enhancing the overall experience.

Destination Insights

Surfing tourism in coastal regions accounted for a revenue share of around 42% in 2023. Coastal regions are the backbone of surfing tourism, offering a variety of wave conditions suitable for different skill levels. Areas like the Gold, and Coast in Australia, Hawaii California are iconic surfing destinations known for their consistent waves and vibrant surf culture. The development of coastal tourism infrastructure, including surf schools, rental shops, and beachfront accommodations, drives this segment. Coastal surfing tourism is further supported by events like the annual Vans U.S. Open of Surfing in Huntington Beach, California, which draws thousands of visitors each year.

The demand of surfing tourism in islands is projected to grow at a CAGR of 6.8% from 2024 to 2030. Island surfing tourism offers a unique appeal, with remote and often pristine environments that provide an escape from crowded mainland surf spots. The Maldives, Tahiti, and Fiji are prime examples, known for their idyllic settings and world-class waves. Island surfing destinations often focus on sustainability, offering eco-friendly accommodations and promoting conservation efforts. The exclusivity and natural beauty of island surf spots attract high-end tourists seeking luxurious and serene surfing experiences, often paired with other island activities like snorkeling and diving.

Regional Insights

The surfing tourism market in North America accounted for revenue share of around 39% of the global revenue in 2023. North America, particularly the U.S., remains a dominant force in the global surfing tourism market. The West Coast, with iconic destinations like California and Hawaii, attracts both domestic and international surfers year-round. These regions benefit from established surf cultures, well-developed tourism infrastructure, and frequent international surfing competitions. Canada, with spots like Tofino, is also emerging as a surfing destination, particularly among those seeking cooler climates and less crowded beaches.

U.S. Surfing Tourism Market Trends

The U.S. surfing tourism market accounted for a revenue share of around 84% in 2023. The U.S. is a central hub for surfing tourism, with its vast coastline offering diverse surf conditions for all levels. California, with its famous surf spots like Santa Cruz and Malibu, remains a top destination, while Hawaii's North Shore is legendary for its powerful waves and surfing heritage. The market is characterized by its robust surfing culture, numerous surf schools, and extensive media coverage of surfing events.

Asia Pacific Surfing Tourism Market Trends

The surfing tourism market in Asia Pacific accounted for a revenue share of around 34% of the global revenue in 2023. The Asia Pacific region is rapidly growing in the surfing tourism market, with destinations like Bali in Indonesia, the Philippines, and Sri Lanka gaining international acclaim. Bali, known as a surfer’s paradise, attracts a global audience with its consistent waves and vibrant surf scene. The region’s tropical climate, combined with affordable travel options and a rich cultural backdrop, makes it particularly appealing.

Europe Surfing Tourism Market Trends

Europe surfing tourism market is projected to grow at a CAGR of 6.0% from 2024 to 2030. Europe’s surfing tourism market is diverse, with key destinations including Portugal, France, and Spain. Portugal, with its long Atlantic coastline and spots like Nazaré, is particularly popular, known for hosting international surf competitions and drawing large crowds. France’s southwest coast, with locations like Biarritz, has been a historic surfing hub, while Spain’s Basque Country offers a mix of surf conditions and cultural experiences. The European market is characterized by a mix of seasoned surfers and beginners, supported by a well-developed network of surf schools and camps.

 - SOURCE: GRAND VIEW RESEARCH

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