Let’s Dive In:

1. Number of Surfers & Tourism Growth:

   • Costa Rica brings in around 300,000 surfers annually, which is about 10% of all tourists. Surf tourism in Costa Rica is growing at a steady 5% each year, and it’s well-known for eco-friendly tourism. Spots like Tamarindo and Santa Teresa are already surf magnets, making it a solid, established market.

   • Indonesia is on another level when it comes to surfers. An estimated 800,000 surfers visit annually, making up around 15% of all tourists. With a 12% annual growth in tourism and surf tourism growing at an even faster pace (8% per year), Indonesia is a booming market. Bali, Lombok, and nearby islands are top-tier surfing destinations, with world-class waves and frequent international competitions.

2. Cost of Buying Land:

   • In Costa Rica, the cost of beachfront land is higher, ranging from $100,000 to $500,000 per acre, especially near surf hotspots. While the initial investment is significant, Costa Rica’s stable real estate market and eco-tourism appeal can offer long-term returns.

   • Indonesia provides more affordable options, with beachfront land prices ranging from $30,000 to $200,000 per acre in lesser-known areas like Sumbawa or West Java. Bali is pricier, but Indonesia still offers vast opportunities for those looking to invest in up-and-coming surf spots.

3. Ease of Doing Business:

   • Costa Rica offers a smoother path for foreign investors, with entrepreneur and investor visas readily available. Its business environment is relatively straightforward, although some bureaucracy can slow things down. The country’s strong focus on eco-tourism might make it easier for you to find support for sustainable surf hotel projects.

   • Indonesia is a bit trickier. The process for setting up a business, especially for foreigners, is more complex, with strict regulations around land ownership and permits. Bali and Lombok are more accessible, but other parts of Indonesia require patience and local connections to navigate the red tape.

4. Social Media & Content Creation:

   • Costa Rica has a growing online presence, especially when it comes to eco-friendly and sustainable tourism. #SurfHotel mentions for Costa Rica reach over 50,000 on Instagram, and the country is becoming increasingly popular among niche travel influencers who love highlighting its green practices. If your brand is focused on sustainability, Costa Rica is a great place to create content that resonates with conscious travelers.

   • Indonesia is a social media powerhouse. With over 120,000 #SurfHotel mentions, Bali and other surf spots in Indonesia are all over platforms like Instagram, TikTok, and YouTube. Many top surf influencers frequently feature Indonesian breaks, creating a ton of free content and marketing opportunities. Plus, the affordability of content creation in Indonesia allows for easier collaboration with local influencers and creatives.

5. Tourism Infrastructure:

   • Costa Rica is well-developed in terms of tourism infrastructure. From reliable roads to medical services, your guests will be well taken care of, even in more remote areas. Costa Rica is also big on eco-tourism, so expect to find a lot of support if your hotel emphasizes sustainability.

   • Indonesia is a mixed bag. Bali has world-class infrastructure for tourists, but if you’re eyeing other islands, expect to invest more in building amenities. That said, these less-developed areas also offer the greatest opportunity for growth, especially if you’re catering to adventure-seeking surfers who want to get off the beaten path.

6. Labor Costs and Operational Expenses:

   • Costa Rica has higher labor costs compared to Indonesia. Monthly wages for staff range between $500 and $800. It’s not cheap, especially in popular surf towns, where living costs can be relatively high.

   • Indonesia is significantly cheaper when it comes to labor and day-to-day operations. Staff wages are around $200 to $400 per month, depending on the location. This can make a huge difference when you're budgeting for your surf hotel and looking to keep operational costs down.

So, Where Should You Start Your Surf Hotel?

It really depends on your goals. Here’s the rundown:

• Costa Rica: If you’re looking for stability, easy business operations, and a surf market that’s already established, Costa Rica is your place. It’s eco-friendly, has reliable infrastructure, and you can market to travelers looking for that laid-back, sustainable vibe.

• Indonesia: If you’re looking for growth potential, lower costs, and don’t mind navigating some regulatory challenges, Indonesia has massive upside. The surf scene is booming, and social media presence is much stronger, giving you access to a younger, content-driven audience.

If you’re willing to take on a bit more risk for higher rewards, Indonesia is the better choice. But if you value a more streamlined process with a focus on sustainability, Costa Rica will make your surf hotel dreams come true

Surf hotels play a vital role in coastal communities, not only as places for surfers to stay but also as stewards of the beach environments that attract travellers. Organizing regular beach cleanups is one of the most impactful ways surf hotels can give back to the local community, ensuring that the pristine beauty of the coastline is preserved while fostering positive relationships with residents and guests. By doing so, surf hotel owners not only protect the natural environment but also build goodwill with the local community, positioning themselves as responsible businesses that care about their surroundings.

1. Understand the Benefits of Beach Cleanups

Before organizing a beach cleanup, it’s crucial to understand why this initiative matters—not only for the environment but also for your business and the local community. Clean beaches are fundamental to attracting surfers and tourists, but they are also vital to the well-being of local ecosystems, wildlife, and residents. By actively taking part in preserving this natural resource, you position your surf business as a leader in sustainability and corporate responsibility.

Benefits include:

• Environmental Preservation: Removing harmful waste from the beach prevents pollution in the ocean, protects marine wildlife, and keeps the beach safe for residents and visitors.

• Community Engagement: By involving locals in the cleanup process, you build relationships and show that your business values the community's well-being.

• Positive Publicity: Beach cleanups generate positive publicity for your surf business, which can attract environmentally-conscious surfers and enhance your brand's reputation.

2. Plan and Prepare

Proper planning is essential to ensure that your beach cleanup is well-organized, effective, and safe. Start by determining the scope of the cleanup—whether you want to focus on a specific section of the beach or the entire coastline. Once you have a clear vision, it’s time to begin the logistical preparations.

Key considerations include:

• Permissions and Regulations: Check with local authorities to ensure you have the necessary permissions to conduct the cleanup. Some beaches may have specific regulations regarding waste disposal or environmental protection.

• Supplies and Equipment: Provide essential cleanup materials such as gloves, trash bags, recycling bins, and grabbers for collecting trash. 

• Safety Measures: Ensure that all participants are aware of potential safety hazards such as sharp objects, heavy debris, or unstable surfaces. Offering a quick safety briefing before the event can prevent accidents.

• Waste Disposal: Arrange for proper disposal of the collected waste. This may involve partnering with local waste management services or recycling facilities to ensure that the collected materials are handled responsibly.

3. Collaborate with the Local Community

Community involvement is key to the success of a beach cleanup initiative. Engaging local residents, businesses, and environmental groups creates a sense of shared purpose and responsibility. Collaborating with the community not only amplifies your efforts but also deepens relationships with local stakeholders, positioning your surf hotel as a community partner.

Strategies for community involvement:

• Partner with Local Organizations: Collaborate with local schools, environmental nonprofits, or surf clubs that are passionate about keeping the beach clean. This expands your reach and lends credibility to your efforts.

• Involve Local Businesses: Invite nearby restaurants, shops, and service providers to participate in the cleanup. By working together, you foster a cooperative community spirit.

• Offer Incentives: Consider offering small incentives such as discounts at your hotel, surf lessons, or complimentary meals for volunteers who participate in the cleanup. From conversations I’ve had with founders, free meals go down really well! 

4. Promote the Event

Promotion is a crucial aspect of organizing a successful beach cleanup. You’ll want to raise awareness not only among locals but also tourists and surfers who may want to participate. Effective promotion ensures high participation rates and maximizes the impact of your efforts.

Promotion tips:

• Social Media Outreach: Leverage platforms like Instagram, Facebook, and Twitter to promote the event. Use hashtags related to your location, surfing, and environmental activism to reach a broader audience.

• Local Media Coverage: Reach out to local newspapers, radio stations, and online news outlets to cover the event. This not only boosts participation but also showcases your hotel’s commitment to the community.

• Flyers and Posters: Distribute flyers in local shops, cafes, and surf rental outlets to catch the attention of both locals and tourists.

• Word of Mouth: Encourage your staff, guests, and community partners to spread the word. Personal invitations often have a powerful impact on participation rates.

5. Make It Fun and Rewarding

Beach cleanups can be hard work, but that doesn’t mean they can’t be enjoyable. Incorporating fun and social elements will ensure that participants leave the event feeling good about their contribution and motivated to attend future cleanups.

Ideas for making the event enjoyable:

• Host a Beach Picnic or BBQ: After the cleanup, organize a small gathering with food and drinks for participants. This fosters camaraderie and offers an opportunity to thank everyone for their hard work.

• Hold Competitions or Prizes: Add an element of fun by holding friendly competitions, such as awarding a prize for the most trash collected or the most unusual item found.

• Incorporate Educational Activities: Partner with marine biologists or environmental educators to offer talks or demonstrations about the importance of ocean conservation. This turns the cleanup into an educational event that adds value for participants.

6. Follow Up and Build Long-Term Impact

A one-time beach cleanup is a fantastic start, but long-term commitment yields the greatest benefits for both the community and your surf business. Establishing regular cleanup events helps create a lasting positive impact on the environment and strengthens your hotel’s role as a community leader.

How to maintain momentum:

• Organize Monthly or Quarterly Cleanups: Make beach cleanups a regular event that your hotel is known for. This builds continuity and keeps the community engaged.

• Share the Results: After each cleanup, share the results with the community. Post photos, share the weight of trash collected, and highlight the positive environmental impact of the event. This transparency encourages more people to join in the future.

• Encourage Responsible Tourism: Incorporate environmental education into your guest experience by encouraging visitors to respect the beach and avoid littering. Place recycling bins on your property, offer eco-friendly amenities, and share information about your cleanup efforts.

Conclusion

Organizing beach cleanups is a powerful way for surf hotels to build strong relationships with the local community while preserving the very environment that draws surfers and tourists. By carefully planning, collaborating with the community, promoting the event, and creating a fun atmosphere, surf hotel owners can position themselves as responsible leaders committed to sustainability. Over time, these efforts will enhance your hotel's reputation, attract eco-conscious guests, and help create a cleaner, more beautiful coastline for everyone to enjoy.

I’ve put together a comprehensive overview of the surf business environment in each location, considering factors like market size, number of surfers, and the general ease of setting up a business. These metrics should help surf hotel and surf camp managers make informed decisions about where to establish their businesses.

If you’re interested in other markets, please let me know and I’ll include them in future posts.

If you’re interested in learning more about his business or booking a trip, check out the Surf Berbere website here.

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What inspired you to start a surf camp in Morocco and how did you turn that vision into reality?

We have a surf camp on the seafront with some accommodation. It was more step by step rather than a big grand vision from the outset. I was based in London where its raining for 6 months of the year. I went on holiday to Agadir in February 2007 and a friend from our rugby club recommended checking out Taghazout because it was good for surfing. So we had a look. We ended up staying a couple of nights in Taghazout and really liked it. I went back a month later and had a chat with the guys we were staying with. One of their brothers was selling an apartment on Hashpoint in Taghazout. I think I agreed a 3000 Moroccan Dirhams deposit, which was like £300 at the time. We shook hands and I signed some random paperwork saying I had three months to decide whether to complete the purchase. We then managed to hook in other people to help us buy another couple of apartments and convert it all into a surf school.

Did you have a Moroccan partner as well?

No. As a foreigner in Morocco you could own property in your own name. Its worth understanding the local legislation on property. The tricky bit is they have different rules for planning depending on where you are. In a city, you’re alright. But Taghazout is known as a rural commune so as a foreigner you can’t get planning on some stuff so you need a local partner. Having a local partner comes with helpful stuff if you have a good partner but it also throws up its own challenges.

What is maybe uniquely different, either harder or easier, about setting up a business in Morocco compared to say Portugal or the UK?

When we did it, I did 30 trips into Agadir to actually get the company created and it was a really slow and painful process. Even the bank account took a very long time. Whereas in the UK, you’re used to registering a company within 20 minutes and paying a small fee.

But Morocco has improved a lot and now you can create a company within a day so its not a painful process anymore. But I was on a bus into Agadir for all of August 2007 just to get a company started. So that was challenging. I think the biggest challenge was getting a good team. When you’re in a surfing destination trying to find the right people who are serious about the work can be a challenge. You have moments in the local area where you might be popular or unpopular for different reasons. I remember surfing at Anchor Point once and I paddled past about 6 surf coaches who I had to fire. Thankfully, none of them were mad at us.

It seems some of the skills needed are being able to set up a good team and being persistent enough to travel there 30 times. Is there any other advice you would give to someone who is wanting to start a surf business in Morocco?

A lot of perseverance is required. I think the nice thing about Morocco is that you don’t necessarily need a huge upfront investment. In some places, you need a small fortune to rent a place near the seafront. Morocco is quite good because you don’t need a huge amount of money to get started. Its more than it used to be but its still not a huge amount.

In life, you’ve got to crack on and give it go and if it doesn’t work, try something else. I studied economics but didn’t really do the business management side before getting going with this. When I got going I realised there were 30 other surf schools operating in the winter months and I probably wouldn’t have done it if I’d known that. Now, there are probably 200 in the area and I definitely wouldn’t have done it if that was the case back then.

You touched on the local community aspect. At times the relationship with the local community was good, at times it was maybe not so good. Can you talk about how you can make sure the local community is on your side?

There are two main parts to this. Firstly, we weren’t the first surf school to setup in Taghazout. One of the first schools to setup had hired local staff but had issues and ended up firing a few people. That had left a sour taste in the local area within the families that they had worked with. We’re very conscious of giving people two or three chances before we decide to part ways. We had one guy who was really good guy but didn’t have a good work ethic. I wrote down an A4 sheet of all the things that had gone wrong and worked with him to improve. A lot of patience is recommended with the local guys.

Secondly, we did a lot of work with the local community. We did huge beach clean ups where we spent day after day clearing rubbish from the streets and the beaches. We got four lorries full of rubbish away the first time we did it. About 60 of the local kids volunteered and we got everyone food and drink. We spent many days cleaning rubbish up and everyone acknowledged that we put in the hard graft to improve the local area.

The other thing we did was helping the local surf association that had been given a building by the King but they did not have any wetsuits or boards. So they were sat in an empty building unable to take the kids out to surf. So we actually made a pretty sizeable contribution to getting them all the boards and wetsuits that they needed to get going. It was a financial hit at the start but then we had a bunch more people going surfing. People knew we were genuinely trying to develop surfing in the area. It takes hard work to show that you’re serious about doing the right thing.

You’re in their country, You’re the guest. You have to try to do your piece

You’ve been doing this for many years now. How have trends changed over that time? How have habits of people changed?

Taghazout has definitely gone more upmarket. When we got started it was just pure surfing. Now, yoga has become a big thing and has been for the last 10 years. Whereas before, it was people in hostel style accommodation looking for a relatively cheap place to surf. Now there are more professionals coming for their one week of holiday a year where they want to learn to surf. Lots of families are coming now. The whole area has developed. Things like paddle boarding have become bigger in the last few years. There is always movements and changes. The question is can you move with the change.

Any predictions for the future? Is it going to be more families, more yoga and more high end? Are there other things we can expect from the future?

The biggest trend is around the healthy lifestyle side of it. We used to get one enquiry a week about dietary requirements ten years ago but now lots of people are really conscious about what they are eating. That side is becoming more important. Obviously, you have to fly to get to Morocco from most of Europe. It will be interesting to see how the aviation side develops. But as long as its raining in Europe and sunny in Morocco with good waves then its always worth a visit.

There used to always be the Royal Air Morocco internal flights but now the RyanAirs, EasyJets and Wizz Airs have started direct flights into Agadir. After covid, the flights have really kicked up a gear. There are also a lot more surf schools around now so it makes sense.

In terms of marketing, what strategies have proven effective for attracting guests to your place? How do you market to people?

Lots of trends have played out over the years. When we first launched you had the start of the Google search trend. The first website we did was in flash so it looked pretty good but it wasn’t indexed properly on Google. So then we had to get good at Google SEO. At the time, there were lots of travel agents who already had existing partners and they didn’t want to work with someone new. Unless you have existing relationships with travel agents, you have to go through all the hard yards to convince people to come to your place instead of the other 20 places nearby.

Then Facebook and Instagram came along. Surfing and the beautiful Moroccan countryside is very visually pleasing so marketing on these platforms works very well. Then covid hit and we basically turned the marketing off. After covid, suddenly everyone wanted to get straight back out so we had lot of people coming. We didn’t need to turn the marketing back on after covid, it was all word of mouth. Now, we don’t really spend much at all. Now its mostly returning guests and people telling their friends. So its a very nice place to be as we don’t have to spend any of our budget on marketing. But thats 17 odd years of graft and now word of mouth is working very well.

When you were doing social media, was it written content, images or videos?

It was images and videos. If you’re doing a video you have 10 to 20 seconds to make it stand out. It has to be visually impressive or include some comedy. Someone might spend 6 months looking at your instagram feed before they decide to book so you have to be pretty consistent at it.

If we were trying to grow bigger and bigger than we would focus more on marketing but we’re not trying to grow at the moment, we’re trying to keep it at a very nice level so word of mouth is working about right.

If you were trying to grow, where would you put those marketing dollars?

TikTok and Instagram Reels. But the challenge is you have to find the right content. There is no point in putting money behind content that is not quite right.

Can you share any anecdotes of any memorable experiences that guests have had at your place?

One group came from America for filming and they were big skiers and snowboarders and they had managed to do a little bit of that in the Atlas mountains. They had sort of over-egged how good their surfing ability was. We had assumed that since they were extreme snow boarders we could take them out for some big waves but they kind of struggled there. In the end though, they were thrilled to do the combination of snowboarding and surfing.

Early on we had some of the rugby boys from Wasps come. Part of their insurance is that they agree not to do anything silly. They were loving the surfing but the only problem was they would eat 6 meals a day and each meal was a about double what a normal person might eat. So you had these absolutely huge guys working up an appetite and then coming back for more food.

There have been lots of good parties. Our roof terrace comfortably fits 30 people but some of the early roof parties we had, particularly around new years, we had about hundred or more people come in. We had the local gendarmerie decide that they wanted to join. It was quite handy as two of them were stationed as bouncers on the door. We also had a few of them getting absolutely hammered on the roof. This was about 15 years ago now by the way. So you see all these guests looking around and there are these big Moroccan police officers dancing in the background. It was a good image doing shots with Moroccan police. Lots of funny things have happened over the years.

Are you a surfer? How do you balance wanting to surf the whole time with managing a business?

It was all manageable until you have a wife and kids then the balance goes out the window. Just don’t let my wife read this article. When you’re based by the ocean you’re still going to get in the water a fair bit but you just have to keep a balance between the work and the fun. Once you have a good team, you should be able to carve out the time that you need

Any tips or tricks around hiring? This comes up again and again as a big challenge in any tourism business. It can be hard to get great and reliable people on your team.

You’ve got to have pretty good processes and you need to set expectations of what people are doing in their roles. You have to follow up with people on those expectations. The important thing is you need a core of people who really care about their job. That way if you get someone new who isn’t pulling their weight then the existing team will give them a push.

When I was first hiring I was in my 20s and the people we were hiring were also in their 20s. Now we’re in our 30s and 40s and so now the new young guys who come in are surrounded by older people. So culturally its not as hard as it was when were getting started.

The challenge is setting up a culture where everyone is keen to do the work, they are motivated to get up at 7am to make sure that guests have a great breakfast.

To end I’d like to look into the future. You have experience in Taghazout and it seems you came there when it was first developing as a surf destination. Now its a high end place and its very well known. Do you have your eyes on any other places around Morocco or abroad? Are there any other destinations that you think are up and coming?

Taghazout is unique because of the weather and the waves. Most of Europe is accessible easily. It has lovely weather from September through to April. That combined with the fact that Morocco has developed on leaps and bounds over that period. We got fibre internet at our surf camp. I still don’t have fibre internet in my house in London. We got fibre in Morocco ten years ago and we got it within two hours of paying Maroc Telecom. Morocco has had a cracking run of it and will hopefully keep going. When you’re looking at places, it not just about whether there is a great surf beach in your area, thats important but you might be there for the next ten, twenty or thirty years. You’ve got to have a long horizon on your outlook. When you’re in your 20s you might not be viewing it that way. We run surf instructor courses and some of the guys have gone to Chile, Nicaragua and other places. They have been successful and doing great. There are many places out there but it may not be within a four hour flight fro most of Europe. When you go travelling you might find these magical places and you have to decide whether you want to be there for the next twenty years. If you do then have a go!

Wellness tourism is no longer just about visiting spas or luxury retreats. It’s about immersing oneself in experiences that nourish the mind, body, and spirit. Surf hotels, traditionally known for their laid-back vibe and connection to nature, are perfect environments to foster wellness. But how exactly can they do that? Let’s explore the possibilities.

On the surface, surfing and wellness might seem like separate experiences. But in reality, they complement each other beautifully. Both focus on personal growth, mental clarity, and physical health. Incorporating wellness into surf hotels enhances the guest experience, offering not just an active vacation but a deeply restorative one.

The wellness tourism sector has seen significant growth in recent years. More travellers are seeking vacations that leave them feeling rejuvenated rather than exhausted. Surf hotels are uniquely positioned to capitalize on this trend by offering a combination of thrilling surf adventures and calming wellness practices, creating a balanced and fulfilling stay for guests.

Surfing, at its core, is a meditative practice. The rhythmic motion of the waves, the focus required to stay balanced, and the sense of accomplishment after riding a wave all contribute to mental and physical well-being. Guests who surf regularly often report feeling more connected to themselves and their environment. It’s exercise, mindfulness, and fun all rolled into one.

Physical spaces can significantly influence the guest experience, especially when it comes to wellness. A surf hotel that carefully designs its surroundings to promote relaxation and tranquility will be a haven for wellness seekers. This can start with subtle yet impactful changes to ambiance and architecture. The atmosphere of a surf hotel should exude peace and serenity. Soft, neutral tones, the sound of crashing waves in the distance, and comfortable communal spaces all contribute to a soothing environment where guests can unwind after a day of surfing.

Beyond aesthetics, sustainability is a critical component of wellness. Incorporating eco-friendly design into surf hotels not only benefits the environment but also enhances the well-being of guests. Biophilic designs, such as incorporating natural light, greenery, and open spaces, can evoke feelings of calm and reduce stress.

Guests today are more eco-conscious than ever. Using sustainable materials in furnishings and decor—like bamboo, reclaimed wood, and organic fabrics—can create a relaxing, earth-friendly ambiance that resonates with wellness-conscious travellers.

Surf hotels that prioritise natural light and open spaces create an immediate connection to the outdoors. Large windows, skylights, and open layouts can make guests feel more at ease and in tune with nature, enhancing their overall wellness experience.

Surf hotels can go beyond the waves by offering a variety of holistic wellness programs. These programs, tailored to meet guests’ needs, will attract a wider audience—from the seasoned surfer looking to enhance their wellness routine to the beginner looking for balance.

A natural pairing with surfing, yoga and meditation offer guests a way to stretch, center themselves, and prepare for or unwind after a day in the water. Morning yoga sessions on the beach, followed by meditation, can set the tone for a balanced day.

Wellness isn’t just about movement—it’s also about nourishment. Surf hotels can elevate their guest experience by offering healthy, delicious meals that are in line with wellness goals. Think fresh fruits, whole grains, lean proteins, and plant-based options. Sourcing ingredients locally not only supports the community but also ensures that meals are fresh and sustainable. Surf hotels can form partnerships with nearby organic farms to provide guests with nutrient-rich meals that support their wellness journeys.

Surfing isn’t just a sport—it’s a form of therapy. The mental and physical benefits of surfing are immense, making it a core component of any wellness experience at a surf hotel.

Riding the waves is an exercise in mindfulness. Surfing forces you to stay present, focus on your breathing, and let go of daily stressors. It’s an excellent way to practice mindfulness, reduce anxiety, and improve mood. Surfing builds strength, endurance, and flexibility, while also promoting cardiovascular health. The physical demands of paddling, balancing, and riding waves offer a full-body workout that leaves guests feeling strong and revitalized. Wellness doesn’t stop at exercise and nutrition—recovery is just as important. Surf hotels can take their wellness offerings to the next level by providing on-site spa and recovery services.

After a long day in the ocean, guests will appreciate the opportunity to unwind with a massage or other therapeutic treatments. Surf hotels can offer everything from deep-tissue massages to aromatherapy, aiding in muscle recovery and overall relaxation.

Providing access to hot tubs, saunas, and cold plunge pools helps guests relax and recover. These treatments can soothe sore muscles, improve circulation, and support physical recovery, making them an ideal complement to a day of surfing.

Wellness is often a communal experience. Surf hotels can foster a sense of community by creating opportunities for guests to connect through wellness activities. Group yoga sessions, cooking classes, or guided meditation workshops can create strong bonds among guests. These activities foster connection, helping guests build relationships that support their wellness goals. Organizing wellness retreats focused on surfing, yoga, and mindfulness can bring like-minded people together. These retreats can focus on building community, offering a transformative experience that goes beyond individual wellness.

In today’s hyper-connected world, digital detoxes are becoming a popular aspect of wellness tourism. Surf hotels can incorporate this trend by encouraging guests to unplug and reconnect with themselves and nature. By offering screen-free zones, such as quiet lounges or outdoor areas without Wi-Fi, surf hotels allow guests to take a break from the digital world. This gives them a chance to be fully present and enjoy the natural beauty around them.

Once these wellness practices are in place, the next step is to market them effectively. Surf hotels can draw in wellness-focused travelers by highlighting their unique offerings. Surf hotels should emphasize the specific wellness experiences they offer, such as beachside yoga, organic meals, or eco-friendly design. This will attract travelers looking for a one-of-a-kind wellness escape. Social media is a powerful tool for showcasing wellness experiences. Partnering with influencers in the wellness and travel space can amplify a surf hotel’s reach, showcasing its unique offerings to a broader audience.

Surf hotels are in a prime position to embrace wellness tourism. By thoughtfully incorporating wellness practices, from yoga to healthy eating to spa services, they can offer guests more than just a vacation—they can offer a transformative experience. Building a culture of wellness in surf hotels can create lasting impressions and encourage repeat visits, as guests leave feeling rejuvenated, balanced, and connected to both the ocean and themselves.

A few months ago, while in Imsouane at one of the longest waves in the world, I met a California tech bro named Ishaan who had first visited Morocco on a surf trip 20 years prior. At that time, some of the best surf spots in Morocco did not have roads leading to them. In some cases, hippie surfers would get camel rides to the best beaches. Some of those journeys that took upwards of 12 hours by camel 20 years ago can now be done in under an hour by car. Decades after his first visit, Ishaan had brought his young children and wife to show them the pristine surf spots of Morocco. As we looked out at the fishing village filled with foreign tourists he remarked at how the place had completely changed in the past 2 decades and he expects it to change even more in the next decade. As we spoke, a local woman who worked in a surf hotel commented that half of the buildings in the town had been constructed within the last 2 years. It was boom time and there are many more booming surf towns in Morocco. It’s a good time to be an entrepreneur in the Moroccan surf industry. 

The cost of land, compared to coastal towns in Italy or Spain, is cheaper but not as cheap as you might think. Some of the potential seems to be priced in. Here are some estimates of the price of land within a few minutes walk from the beach in selected towns. Note that this isn’t beachfront land, for beachfront land you should multiply these numbers by at least 3. Here are land prices in selected Moroccan surfing towns:

The surfing scene has seen steady growth since the 1960’s which has picked up in recent years following government investment in infrastructure. There are now over 200 surf camps dotted along the coastline. Taghazout was on the frontline of the development efforts and was part of the government’s 2020 vision plan. The government invested $1 billion in developing Taghazout and the surrounding areas from a sleepy fishing village into a world famous surf destination. The beaches are now lined with high-end hotels, over 2000 luxury apartments and the town features a skate park, restaurants, cafes and spas. It has been transformed through surf tourism. It is a more open and tolerant place that welcomes tourists, mostly surfers, from across the globe. 

Morocco has gone through a rebrand while retaining the culture, architecture and authenticity that makes it a world unto itself. In recent years, it has a more open, tolerant and welcoming image which is crucial to attracting tourists from around the world. It is turning into a manufacturing powerhouse having already become the largest exporter of cars in Africa. With access to key natural resources for batteries such as lithium, cobalt, and phosphates, along with a strategic location close to European markets, Morocco also aims to become a major player in the electric vehicle market. In 2022, the kingdom finished 4th in the world cup and is due to jointly host the FIFA World Cup in 2030 with Spain and Portugal, another boon for the tourism industry and for Morocco’s image. It boasts friendly relations with America, Israel, France and Britain. Last year over 14 million people visited the country, breaking an all time record for visitors. This number is expected to grow by an additional 4.2 million visitors by 2029. The airline, Ryan Air, recently announced a $1.4 billion investment in Morocco which will expand the number of flights from Northern Europe to Morocco and also begin domestic flights within the country. All this progress makes the country more alluring for tourists and entrepreneurs alike. 

So those are some good reasons to invest in the Moroccan surf industry. What are the challenges? Firstly, while the slow pace of life in the Mediterranean can be ideal for tourists it is a challenge for entrepreneurs who want to move fast and build things. It’s important that any company invests in a pragmatic and action-oriented culture of getting stuff done. Secondly, while it's possible to get an alcohol licence, and it’s especially easier for foreigners, it can be a long and cumbersome process. Make sure you factor this into any experiences where alcohol is sold. 

Furthermore, when buying land or properties in Morocco, there is no reliable property portal like the USA’s equivalent of Zillow. Buyers need to find local contacts who can show them land. If you’re not Moroccan yourself, then it's highly recommended to find a local who can help you find land and negotiate on your behalf. In many of the southern Surf areas around Taghazout, most communication will be done in Arabic rather than French or English. If you need a helping hand, then contact us and let us know what you’re looking to do, we’ll try to connect you with people on the ground. 

Finding your suppliers, like in any tourism business, can also be a challenge. The good news is that products can be much cheaper, and often of higher quality, than those you might find on the other side of the Mediterranean. Many regions of Morocco including the surf areas, have many co-operatives, often run by local women, that produce consistently high quality goods and at fair prices. We highly recommend reaching out to local co-operatives, particularly for stocking your restaurant and cafes. It’s a win-win for the local communities and for the entrepreneurs.

Morocco's surf industry presents promising opportunities amidst its evolving landscape and favourable economic climate. For those interested in investing, understanding and addressing the associated challenges will be key to success. The country is attracting more tourists than ever and investing heavily in surfing as a driver of that growth. If you found this interesting and would like more specific advice on how to invest in the surfing industry in Morocco then please let us know at hello@surfbiz.com

To build a local surf economy, there are a few non-negotiable factors you need to have or you’re dead on arrival, this includes: 

• Decent weather 

• 1-3 metre waves 

• Not too crowded beaches 

• A clean environment 

If you have these factors, you’re off to a good start. If you can pair it with an authentic and unique culture, then you might have a winner on your hands. 

The stereotype of the surfer is a tight-pursed hippie who stays in run-down hostels and can’t afford shampoo, or at least, doesn’t like shampoo. This is not true. Surfers typically spend between $1,000 to $3,000 on international surf trips, with an average of $2,000 (source). The average number of international trips per surfer is roughly 1.5 per year. Not only that, the number of surfers is big and getting bigger. There are an estimated 26 million surfers across the globe (source) and this number is increasing across the developing world in particular. Annual surf tourism expenditure is estimated to be $31.5 to $64.9 billion (source), with the surf equipment market alone worth around $5.5 billion per year (source). Overall, the market it growing at 4-6% per year.

So now that I’ve convinced you that this is a large and growing market, let’s see where exactly the future growth areas might be. Have a look at this table showing surfers by world region:

It is stark seeing how skewed participation in surfing is towards the richer Western countries, particularly those, like Australia and USA that are blessed with ideal geography for fat waves. The good news is that the rest of the world is getting richer and more culturally Westernised. As the noted investor Marc Andreessen has noted “The internet is like a giant assimilation machine into Western culture”. As countries in Asia, Africa and South America get connected to the internet they also become more culturally Westernised and more likely to take up surfing. We’re already seeing this happening in places like Morocco. This is the hope that is supported by the data and the experiences of anyone who has visited developing surf spots over the last decade. The lesson here for the surf industry is to start targeting consumers in the ascendant parts of the world. After all, it’s relatively easy to use social media platforms to target customers on the other side of the globe.

Now we know which places to find customers, lets find out what appeals to them most. What do surfers prioritise when they go on a surf trip? The table below (source) shows how 2000 surfers ranked different attributes that are important to them in a surf holiday. No surprises that wave quality comes out at a comfortable number one spot. In surfing, geography is everything and no mortal can change geography. The top attributes that entrepreneurs have some control over are the trip cost and the destination culture. These are the two most important factors for entrepreneurs to focus on. Other factors include the sustainability of providers, safety, travel distance, accommodation quality and guiding services. The latter being more important to beginners and junior surfers. 

The lesson for entrepreneurs is to focus on providing a unique cultural experience. In this regard, countries outside of Europe and North America are at an advantage since they can offer a cultural experience that is unfamiliar to most travellers. Recall that Anglo-American culture is familiar to anyone who can afford a Netflix subscription, most travellers want something different. We're already surrounded by Anglo culture and most travellers seek something new and unique. Focussing on unique local cultural experiences can be a huge advantage to entrepreneurs in the surf space. The lesson for service providers is to think about the food, architecture, art and experiences that can provide surfers with an immersive cultural experience.

The second key lesson from this research is to provide experiences and accommodation at a number of different price points. A double room with a balcony is ideal for the seasoned older surfers who tend to have higher incomes. The 8-person dormitory rooms are ideal for the Gen-Z student surfers who have lower incomes. 

Another important trend that surf leaders can take advantage of is the rise in female participation in surfing. The percentage of surfers who were women rose from roughly 5% in the early 1990s to around 30% today. While the  sport is still skewed heavily in favour of males, there is a clear trend line. Entrepreneurs in the surf industry should be capitalising on this by marketing to women and offering experiences that cater to their tastes. It is common to find yoga hotels that offer experiences for groups of women, the same could become a norm in the surfing space. 

The health and wellness aspect of surfing has also been growing in popularity and has become the reason many choose to go on surfing trips. For some, the surf trip is a break from the weekend drinks and 8 hours a day spent staring at a laptop. More and more surf providers are pairing their offerings with health and wellness.

All in all, it’s a good time be part of the growing surf industry. With its recent addition as an Olympic sport and growing participation from people of all places and backgrounds, now is the time for entrepreneurs to step up and provide the products and services that surfers want. Smart surf leaders will pick locations with the ideal geography. They will prioritise the cultural experience and provide services at a variety of different price points. They will cater the experience and marketing efforts towards the large numbers of newcomers to the sport and find them through new social media channels. As I’ve said at the outset, surfing has the potential to transform coastal towns. It can create more tolerant, more prosperous and better skilled communities. It’s up to entrepreneurs in the surf industry to create this better future.

What’s wrong with developing one of the greatest surfing coastlines in the world? Don’t Moroccans deserve the fruits of economic development? Don’t get me wrong, I want to visit authentic places as much as the next guy. I hope that the local government in Souss-Masa will respect the local environment and culture. Tolerance for poverty, however, is something we must not abide. Economic hardship must be eradicated wherever it is encountered, whether in Morocco or in Portugal. Surfing is a way for many towns on the Moroccan coastline to enjoy the fruits of development. It is a chance to send their kids to a better school or to learn a new language. To deny the fruits of development to some communities is abhorrent.

Morocco has huge potential in attracting more tourists, particularly surfers and digital nomads. It is blessed with great geography, being within a similar timezone to major European cities while offering a cultural experience that is as far from Europe as you can possibly get on a 1-3 hour flight. Many places on the Moroccan coast have perfect year round weather. The country has a unique architectural and cultural heritage. Imsouane, just north of better known Taghazout, is already getting 100,000 visitors annually and the infrastructure has reached its limit. There isn’t even a cash machine for tourists to withdraw money and there is no place to do laundry. For these simple services, tourists are forced to take a 25 minute taxi journey. It’s a good thing that entrepreneurs will have now have a more conducive environment in which to provide more goods and services. It’s a win-win for the visitors and for the locals. 

The surf tourism market is huge and Morocco is ideally placed to take a bigger piece of the pie, with small towns like Imsouane leading the way. Annual surf tourism expenditure is estimated between $31.5 to $64.9 billion across the globe. The large range of the estimate is a reflection on how poorly tracked the industry is, particularly outside of North America. The industry is expected to grow at 6% per year and as countries in the Global South get richer, you can expect to see these countries contributing more towards surfing culture and the surf economy. Currently, the Aussies and North Americans dominate the sport with 75% of world titles but with the development of the sport in Morocco and other rising countries, we could see that change very soon. 

It’s not just about surfing. By building the infrastructure to allow more tourists to visit surfing destinations, it opens up other opportunities and promotes tolerance. Surfers need places to eat and sleep. They will buy local good and services and they’ll contribute to the local culture. Surfing, like most sports, is open and welcoming by nature. Surfing, will undoubtedly promote tolerance of different ways of life. To a young local kid in a small town cut off from most of the world, the visiting surfers can we a window into the wider world, an introduction to a new language and new culture. 

In a recent Instagram post, Moroccan surfer Ramzi Boukhiam said “I’m not against big projects, but I really feel like we gotta save and keep a few special places that we have along the coast  authentic, cultural, charm(ing) villages,”. I’d agree with this sentiment. The threat to the authenticity of small towns is the biggest risk in developing surf spots. Surfers, entrepreneurs and the whole local community should push the the Moroccan ministry of culture to respect the local heritage and preserve the “vibe”. Imsouane is not the first surf town to receive government attention and investment. Over the past decade Taghazout has benefitted from $1 billion in investments resulting in the development of high-end hotels, restaurants and over 2000 apartments. It has transformed from a sleepy fishing town into a world-renowned surf spot. The development has come as a huge boon to the local people but there have been some growing pains. Investors, entrepreneurs and government officials should take lessons from these previous developments and ensure that future investments are sustainable and preserve the authenticity of the local towns.

One day, surfing could be a huge competitive advantage for Imsouane and Morocco as a whole. It could lead to world titles, rich entrepreneurs, more tolerant and open-minded communities and wealthier towns. That is a good thing and we should want more of it. Surfing is a route to more freedom. Surfing is a path to wealthier communities. Surfing is development.

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