Why surfing is getting more and more popular in China

Surfing in China (冲浪) has gone from a niche hobby to a genuine lifestyle movement. In 2024, Hainan Island alone had over 200 surf schools. Major brands are investing in Chinese surfing sponsorships. And Douyin surf content is pulling hundreds of millions of views. This is not a trend to watch. It is already happening.

If you operate in surf tourism, surf schools, beach resorts, or surf gear, this is the market breakdown you need for 2025-2026.

Why Surfing Is Growing Fast in China

• Hainan is China’s surf capital. Hainan Island, particularly Riyue Bay and Sanya, has developed into Asia’s fastest-growing surf destination. The Chinese government has actively promoted Hainan as a free trade port and tourism hub, and surfing is part of that identity.
• The 2021 Tokyo Olympics put surfing on the map. China’s athletes competing in surfing at the Olympics gave the sport mainstream visibility. Government investment in surf talent development followed, and public interest went with it.
• Social media drives the lifestyle. Xiaohongshu and Douyin are full of surf content. Chinese influencers posting from Riyue Bay, Bali, and Hawaii have made surfing aspirational for young urban Chinese consumers. The look is cool, the content performs, and the community is growing.
• Eco-surf culture is emerging. A younger, environmentally aware generation of Chinese surfers is interested in sustainable boards, reef protection, and beach clean-up initiatives. Brands that align with this values set are building strong loyalty.
• Technology is lowering the entry barrier. VR surf training tools, wave-prediction apps, and online coaching platforms are making it easier for beginners to get started. Chinese tech companies are investing in surf-adjacent tools.

2024-2025 Data: China’s Surf Market

• Hainan Island had over 200 registered surf schools by the end of 2024, up from fewer than 50 in 2018, reflecting explosive growth in the local surf industry, per data from Hainan Tourism Bureau.
• Douyin surf-related content generated over 15 billion views in 2024, making it one of the fastest-growing sports content categories on the platform, according to Douyin’s annual sports content report.
• Chinese outbound surf tourism is growing, with Bali, Hawaii, and the Maldives seeing increased Chinese surfer bookings in 2024-2025. Ctrip reports surfing experiences as one of the top 10 fastest-growing activity bookings for Chinese outbound travelers.

Sources: Mafengwo tracks Chinese surf tourism trends and destination reviews, with Riyue Bay and Sanya consistently appearing in its water sports destination rankings. Xinhua has covered China’s surf industry development and government investment in coastal sports tourism as part of the Hainan free trade port strategy.

Marketing Surf Experiences to Chinese Travelers

Chinese surf enthusiasts plan their trips through the same channels as any other Chinese traveler, but with a few specific nuances. Here is what works:

• Xiaohongshu is the surf community hub. If your surf school, resort, or destination is not on Xiaohongshu with genuine content, you are missing the primary research channel for Chinese surfers. Real photos, honest reviews, and instructor profiles all perform well.
• Douyin video shows the experience. A 30-second video of someone catching their first wave at your school, with the right music and caption, can reach millions. Surf content performs exceptionally well in Douyin’s algorithm.
• WeChat for community building. Serious Chinese surfers join WeChat groups organized by location, skill level, and brand. Being active in these communities builds organic credibility.
• KOL partnerships drive bookings. Chinese surf influencers on Xiaohongshu with 50,000 to 500,000 followers have highly engaged audiences. A genuine partnership with the right KOL generates more booking inquiries than most paid campaigns.

See how we run Chinese social media campaigns for tourism businesses at our Xiaohongshu marketing page and our Douyin strategy guide.

Why Your Chinese Digital Presence Matters

Chinese surf tourists are a growing, high-value segment. They plan online, trust peer reviews, and make decisions on Chinese platforms. Here is the setup that captures them:

• Chinese website with ICP license, hosted on Alibaba Cloud or Tencent Cloud. Essential for fast loading and credibility within China.
• Douyin is where Chinese surfers discover destinations and schools. Video content here drives direct booking interest in ways that static content cannot match.
• Xiaohongshu (RED) is where trust gets built. Surf schools and resorts with active profiles and genuine reviews on this platform see consistently higher inquiry rates from Chinese travelers.
• Baidu SEO captures search-intent traffic from people typing “learn surfing Bali” or “surf camps Hainan” in Chinese.
• WeChat turns first-time visitors into repeat customers. Chinese surfers who have a good experience at your school and stay connected through WeChat are likely to return and to refer friends.

Explore our full services here.

FAQ: Surfing in China and Chinese Surf Tourism

Where do Chinese people surf?

Hainan Island is the main domestic surf destination. Riyue Bay (Sun and Moon Bay) is the most well-known spot, with consistent waves and a developed surf school scene. Sanya is popular for beginners. Beyond China, Bali is the number one outbound surf destination for Chinese travelers, followed by Hawaii and the Maldives. Australia’s Gold Coast is also gaining ground with experienced Chinese surfers who want world-class waves.

Is surfing popular with young Chinese consumers?

Very much so. The 20-35 age group is the core surf demographic in China right now. Urban young professionals in cities like Shanghai, Shenzhen, and Beijing use Douyin and Xiaohongshu to follow surf culture, and many travel to Hainan or Southeast Asia specifically to learn or improve their surfing. The lifestyle image associated with surfing, outdoors, health, freedom, resonates strongly with this generation.

How can a surf school or resort attract Chinese students?

The most effective approach starts with Xiaohongshu. Post real content about the learning experience, your instructors, the waves, and the lifestyle. Engage with comments. Then use Douyin for broader reach with short video content that shows the experience. List on Ctrip for booking accessibility. If you are in Bali, Hainan, or Hawaii, partner with a Chinese travel agency that specializes in Chinese surf tourism packages. The combination of organic social presence and OTA listing is hard to beat.

What gear and equipment do Chinese surfers prefer?

Beginners start with foam boards from schools and typically rent everything. As they progress, Chinese surfers are increasingly brand-conscious. International surf brands like Quicksilver, Rip Curl, and Billabong are popular, but local Chinese surf brands are emerging and gaining credibility. Eco-friendly gear is a growing interest among younger surfers who align their identity with environmental values. UV-protective rash guards sell exceptionally well given Chinese consumers’ preference for sun protection.

Ride the Wave Now

China’s surf market is real, growing, and producing travelers who are willing to go far and spend well to surf. Whether you are running a surf school in Bali, a beach resort in Hainan, or an equipment brand targeting Chinese consumers, the opportunity is right in front of you.

Build your Chinese digital presence and reach this audience before your competitors do. Visit our services page to get started.

Marcus Zhan is a digital strategist at CTA with over 10 years of experience helping international brands grow in China. He specializes in Douyin, Xiaohongshu, and Chinese SEO.