Surf Tourism

Surf tourism is a commercially significant and growing niche within the wider adventure tourism sector. One of the main factors contributing to the increasing interest in surf tourism is the democratization of the sport as more people and diverse communities take to the waves globally. This chapter explores surf tourism from a consumer’s perspective and then switches to an industry lens, considering some of the issues that inevitably come with growth. First, the changing business models and scalability issues in commercial surf tourism are explored; then second, we unpack the rise and prevalence of “soft” surf tourism. Third, the different ways in which public sector actors are now interested in surf tourism is discussed; examples that demonstrate benefits accruing from reputation building, destination branding, soft power, and international diplomacy benefits are explored. We then segue into the fourth and final topic which discusses the continued tensions between growth and sustainability and, equally, recent criticisms raised in how we should go about researching and understanding these tensions. A pragmatic way forward that recognizes the socioeconomic benefits that surfing contributes to a community and the need for robust policy frameworks that protect the environment within which surfing takes place is proposed.