In an effort to drive tourism and blue‑economy growth, Cape Town is set to host Surf Expo Africa 2025, the continent’s first all-ocean sport and beach lifestyle trade show—endorsed by South African Tourism.
According to The Planned Guru, the event set to take place from 28 to 30 November 2025, is the first-of-its-kind and is poised to showcase the best of Africa’s surf industry, ocean-based lifestyle brands, travel destinations, and the vibrant culture that pulses through the continent’s coastal communities.
From local surfboards and apparel to expert-led talks and live demos, it’s going to be part trade show, part cultural celebration and 100% proudly African. Jason Cumming, co-founder of Surf Expo Africa, says the support from SA Tourism is a major turning point. “We’ve been dreaming about a platform like this for years,” he says. “There’s nothing like it on the continent. With SA Tourism behind us, we’re not just launching an event we are creating a movement.” Darryl Erasmus, Acting Chief Convention Bureau Officer at SANCB, a business unit of South African Tourism, says the partnership aligns perfectly with the organisation’s mission to spotlight unique and diverse travel experiences.
“Surf Expo Africa gives us a powerful new platform to tell South Africa’s ocean story. From our waves to our people, our surf culture is bold, beautiful, and bursting with global appeal. We’re proud to support an event that not only celebrates our coastal lifestyle but also drives real value for tourism and local businesses.” The event will bring together top surf and ocean lifestyle brands, industry buyers, media, tourism boards, and the general public under one roof right on the edge of one of the world’s most iconic coastlines.
From live gear demos by pros and panel discussions with global experts, to interactive consumer zones and curated product showcases, the expo aims to capture the energy of the surf world while driving real tourism and trade opportunities. Why now? Because the rest of the world is starting to catch on to what South Africans have always known: our surf is world-class, our culture is electric, and our coastline is pure gold. “South Africa has long been a bucket-list destination for surf travellers,” says Cumming. “But we’ve never had a central platform to showcase everything we have to offer until now.”
South African Tourism’s involvement goes beyond branding. It’s about building a new tourism economy that rides the momentum of the global surf boom attracting international visitors, boosting local businesses, and unlocking the full potential of our ocean-rich offering. With the surf lifestyle growing rapidly worldwide, Surf Expo Africa places South Africa front and centre on the map.
