Why Chinese tourists are dreaming about Surfing & Watersports ?

Surfing in China has moved well past the “niche sport” label. From Hainan’s Riyue Bay to the growing scenes in Xiamen and Shenzhen, a new generation of Chinese adventurers is heading for the water, and doing it with style.

According to Mafengwo’s 2024 outdoor travel report, watersports bookings by Chinese travelers grew by 62% compared to 2022. Surfing, kitesurfing, and stand-up paddleboarding topped the list. And on Douyin, surf-related content regularly hits tens of millions of views per month. This is no longer a trend to watch. It’s happening right now.

Top Surf Destinations Chinese Tourists Love

Asia offers a solid range of surf spots that match the tastes and travel habits of Chinese tourists. Here are the ones pulling the most attention:

• Bali, Indonesia: Uluwatu and Kuta remain the top picks. World-class waves, great beginner options, and a lively beach scene.
• Siargao, Philippines: The Cloud 9 break has serious pull. Chinese travelers who know their surf go here.
• Hainan, China: Riyue Bay hosts international competitions and is the most accessible surf destination for mainland travelers. Domestic surf tourism here grew over 80% in 2024.
• Shonan, Japan: Easy access from Tokyo. Popular with Chinese travelers who combine surf with city trips.
• Mui Ne, Vietnam: Strong winds make it ideal for kitesurfing and windsurfing. Budget-friendly and growing fast.
• Jeju Island, South Korea: Scenic, consistent waves, close to China. Perfect for a short surf getaway.

Social Media and Surf Culture in China

Douyin and Xiaohongshu (RED) have done more to grow surf culture in China than any advertising campaign ever could. Influencers and regular travelers post surf tutorials, destination shots, and personal surf stories. This content gets shared, saved, and acted upon. Surf schools in Hainan report that a large share of new students first discovered surfing through a Douyin video.

For surf brands and destinations, this is good news. You don’t need a massive budget to get in front of Chinese surf enthusiasts. You need good content and the right platform. A well-made 60-second Douyin video of someone catching their first wave at your surf school can outperform a full print campaign.

Kitesurfing and Other Watersports

Kitesurfing is having its moment in China. Locations like Boao in Hainan, with steady winds and warm water, attract both beginners and experienced riders. The Chinese Kitesurfing Association has been running more events and training programs, and international competitions held in China are raising the sport’s profile further.

Beyond kitesurfing, stand-up paddleboarding (SUP), kayaking, and freediving are all pulling strong interest from younger Chinese travelers. The common thread: they’re photogenic, accessible, and perfect for social media content.

Five Marketing Tips for Surf Brands and Destinations

• Work with Chinese surf influencers: Find creators on Douyin who already have surf audiences. Their credibility transfers to your brand instantly.
• Sponsor or attend surf events: Visibility at events translates directly into social media content and brand awareness among Chinese surf fans.
• Create Douyin content consistently: Tutorials, behind-the-scenes, wave conditions, beginner success stories. Keep showing up.
• Build community on Xiaohongshu: Chinese travelers check RED for honest reviews. A strong presence there builds trust before they even book.
• Make booking easy: Offer Chinese payment options (Alipay, WeChat Pay) and provide information in Mandarin. Remove every barrier between interest and purchase.

Why Your Chinese Digital Presence Matters

If you run a surf school, a watersports resort, or a beach destination that wants to attract Chinese travelers, your digital presence in China is everything. Here’s what you need:

• Chinese website with ICP license: Hosted on Alibaba Cloud or Tencent Cloud so it loads fast inside China. No ICP license, no visibility.
• Douyin: The main discovery channel for travel and lifestyle in China. Surf content performs exceptionally well here.
• Xiaohongshu (RED): Where Chinese travelers build their travel wishlist and read real reviews. Essential for trust-building.
• Baidu SEO: When someone searches “best surf destination for Chinese tourists,” you want to show up. Baidu is where that search happens.
• WeChat: Keep your guests engaged before, during, and after their visit. Repeat bookings and referrals come from here.

Our team at Chinese Tourist Agency works with surf brands and beach destinations to build exactly this kind of presence. See our Douyin marketing services and our work on Xiaohongshu / RED.

Frequently Asked Questions

Is surfing really popular among Chinese tourists?

More popular than most people outside China realize. Domestic surf tourism in Hainan grew by over 80% in 2024, and outbound surf travel to destinations like Bali and Siargao is growing fast. Douyin and Xiaohongshu have built a real surf-curious audience in China. Beginners are the biggest segment right now, which is great news for surf schools that can offer good intro programs.

What age group of Chinese travelers is most interested in watersports?

Primarily 18-35 year olds. Gen Z and younger millennials in China are the most active adventure travel segment. They’re looking for experiences worth posting, and watersports deliver exactly that. That said, family surf holidays are also growing, particularly for parents who want to give their children an active holiday experience.

How can a surf school reach Chinese tourists effectively?

Start with Douyin. Create short videos that show the actual experience: waves, lessons, happy beginners standing up for the first time. Authentic content beats polished advertising every time on Chinese social media. Then build your presence on Xiaohongshu with real reviews and destination guides. Make sure your website loads in China and accepts Chinese payment methods. Those three steps alone will put you ahead of most international surf schools competing for this market.

Do Chinese surf tourists prefer group lessons or private instruction?

Both work, but the trend is shifting toward smaller groups and semi-private instruction. Chinese travelers increasingly value personalized experiences over cookie-cutter packages. If you can offer a small-group lesson with a Mandarin-speaking instructor or at least bilingual support materials, you will stand out. Adding a WeChat group for ongoing tips and community after the lesson is a simple touch that Chinese guests genuinely appreciate.

Start Reaching Chinese Surf Travelers Today

The Chinese surf and watersports market is growing fast and the businesses that build their Chinese digital presence now will be the ones getting bookings in 2026 and beyond. Visit our services page to see how we can help you get there.

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