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.
