Invented in Hawaii, surfing gained popularity in the United States and Australia in the 1950s before becoming a global phenomenon. Now practiced in more than 150 countries, its spread has been driven by media and tourism. Surf tourism involves travelling to destinations to catch waves, either with a surfboard or through activities such as body surfing or bodyboarding. Tourists range from seasoned surfers to beginners eager to learn.
The allure of California
For many, surf tourism evokes exotic imagery shaped by California production companies. Columbia Pictures in 1959 and Paramount Pictures in 1961 introduced surfing to the middle class, showcasing the sport as a gateway to summer adventure and escape. However, it was the 1966 movie The Endless Summer, directed and produced by Bruce Brown, that became a box office success. The film follows two Californians travelling the globe in search of the perfect wave, which they ultimately find in South Africa. Beneath the seemingly lighthearted portrayal of a “surf safari”, it carries undertones of colonial ambition.
In the film, the Californians tell people in Africa that waves are untapped resources ready to be named and conquered. This sense of Western cultural dominance over populations in poorer countries has permeated surf tourism. Since the 1970s, French surfers have flocked to Morocco for its long-breaking waves, Australians have flocked to Indonesia and Californians to Mexico. The expansion of surfing to Africa, Asia and Latin America was enabled by easier international travel and economic disparities between visitors and hosts.
Surfing’s impact on local communities
Indonesia, for instance, became a surfing hotspot after Australian surfers started to explore the waves of Bali and the Mentawai Islands in the 1970s. Once remote regions with modest living standards, these areas saw tourism infrastructure mushroom to meet demand. Today, destinations such as Uluwatu in Bali and Padang Padang in Sumatra attract surfers of all skill levels.
Similarly, Morocco has experienced a surge in surf tourism, with spots such as Taghazout drawing European visitors in search of affordable waves and sunshine. While this has boosted local economies, it has also raised concerns about environmental degradation and the strain of tourism on previously untouched areas.
The challenges of overtourism in coastal areas
Although surfing is often seen as an activity in harmony with nature, mass tourism has created tensions between local surfers and visitors. Overtourism refers to the negative impact of excessive tourist numbers on natural environments and local communities.
One response to overtourism is localism – where local surfers assert ownership of waves, sometimes discouraging or even intimidating outsiders. This has been particularly pronounced in economically dependent surf destinations. For example, in Hawaii during the 1970s and 1980s, local surfers protested against the influx of professional Australian surfers and international competitions. Today, localism persists globally, from Maroubra in Sydney to Boucau-Tarnos in France’s Nouvelle-Aquitaine region. These places are not systematically off-limits to beginners, but major conflicts can arise during peak tourist seasons.
Surf schools, while crucial for teaching newcomers, also exacerbate crowding. During high seasons, beaches such as Côte des Basques in Biarritz become overcrowded, straining relations between experienced surfers, instructors and novices. Beginners, often unaware of surf etiquette and safety rules, contribute to frustrations among seasoned surfers.
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The role of public authorities
In response to these challenges, public initiatives have emerged to promote sustainable surf tourism. For instance, the Costa Rican government has established marine protected areas and regulated tourism activities to preserve a part of the coastal environment. Local authorities have also begun capping the number of surf schools and making access to the practice more difficult.
In southwestern France, municipalities use public service delegations (DSP), temporary occupation authorisations (AOT) and other tools to regulate surf schools operating on public beaches. Environmental awareness programmes have been launched to educate tourists on responsible behaviour toward beaches and oceans.
Gaps in regulation
Despite these measures, many coastal regions face insufficient action to address the environmental and social challenges posed by surf tourism. In Fiji, a 2010 decree deregulated the surf tourism industry, eliminating traditional indigenous rights to coastal and reef areas. This allowed unregulated development of tourism infrastructure, often ignoring long-term ecological impacts.
Similar issues are seen in Morocco, where lax regulations allow foreign investors to exploit coastal land for hotel development, often providing little benefit to local communities.
Yet, there are success stories. In Santa Cruz, California, the initiative Save Our Shores mobilises citizens and tourists to protect beaches through anti-pollution campaigns and regular cleanups.
Surf tourism has brought significant economic benefits to many coastal regions. However, it has also introduced social and environmental challenges, including localism, overcrowding and ecological strain. Managing these issues requires a collaborative approach, with governments, local stakeholders and tourists working together to preserve the sport’s connection to nature.
This article was published as part of the 2024 Fête de la Science, of which The Conversation France was a partner. The year’s theme, “Oceans of Knowledge,” explored the wonders of the marine world.
Jérémy Lemarié is a member of the Fulbright network, as the recipient of the “Chercheuses et Chercheurs” grant from the Franco-American Commission in 2022-2023.
This article was originally published on The Conversation. Read the original article.
