Mexico is getting ready to officially select its first destination to bear the moniker of Surf City
Cowabunga amigo…
Mexico is getting ready to officially select its first destination to bear the moniker of Surf City, part of a broader plan to reach out to surfers within and beyond the country’s borders. Coastal Sayulita, found in the state of Nayarit, will officially become Mexico’s first Surf City on Nov. 2, receiving the designation during the destination’s longstanding Day of the Dead celebrations.
The designation recognizes Sayulita’s long role as one of Mexico’s most beloved surf towns and it’s being a gateway to the country’s vibrant surf culture. Sayulita has already built a following among both Mexican and foreign surfers, thanks to its consistent waves, relaxed atmosphere, surf schools, and international community.
Jesus Eduardo De los Santos Mendoza, director of tourism for Banderas Bay, the huge water body that straddles the border between the states of Nayarit and Jalisco, says Sayulita was a natural choice.
“Surfing is one of the foundations of Sayulita’s economy and identity,” he says. “It supports instructors, schools, board rentals, surf shops, photographers, competitions and surf camps, while also benefiting hotels, restaurants, transportation, artisans and small businesses. Bahía de Banderas has more than 16 surf zones and a community of 3,000-plus surfers and surf enthusiasts. We are still working to quantify the exact economic share, but surfing is clearly one of the main reasons Sayulita became internationally recognized. Based on local knowledge, Sayulita likely has 20 to 30 surf-related businesses when schools, rentals, repair services, guided trips and equipment stores are included. If counting only traditional retail surf shops, the estimate is closer to 10 to15. Across Bahía de Banderas the number is higher, with active communities in San Pancho, Punta de Mita and Lo de Marcos but surfing remains part of its DNA. Sayulita evolved from a small coastal community into a multicultural tourism destination, yet the beach, the waves and the surf community are still at the heart of its identity. The real challenge is responsible growth. We must protect the waves, public beach access, the environment, and the participation of local surfers and families. We do not want surfing to become only a marketing image; we want it to remain a living part of the community.
“Surfers like Sayulita because it offers much more than a wave. It has warm water, accessible surf conditions, a strong longboard tradition, and options for beginners, intermediate surfers and more experienced athletes. There are also multiple surf breaks throughout Bahía de Banderas. But the experience continues outside the water: Sayulita offers Mexican food, art, nightlife, nature, local culture and a social atmosphere where visitors can easily connect with other surfers. People may initially come for the waves, but many return because of the community and the lifestyle.”
Mexico’s Secretary of Tourism, Josefina Rodríguez Zamora, and Nayarit Secretary of Tourism, Juan Enrique Suárez del Real Tostado, recently met with representatives of the state’s surfing associations to discuss infrastructure improvements, destination promotion, and sustainable development initiatives aimed at supporting the continued growth of surfing across the region, including the creation of a new national surf tourism route that will connect some of Mexico’s most iconic surf destinations and promote the country as a premier international surfing destination.
Tourism authorities are applauding the recent appointment of Bahía de Banderas as vice president of the World Surf Cities Network, a distinction awarded unanimously by member destinations. The recognition places Nayarit in a leadership role within an international network of surfing destinations committed to sustainable tourism, coastal preservation, and surf culture. Through this new role, Bahía de Banderas will collaborate with renowned surf destinations, including Ericeira, Nazaré, and Viana do Castelo, Portugal; San Sebastián and Las Palmas de Gran Canaria, Spain; Garabito, Costa Rica; Arica, Chile; and Miraflores, Peru, further elevating Nayarit’s international profile.
“The initial core of the proposed Mexican Surf Cities Network and Pacific surf route includes Bahía de Banderas – with Sayulita as its most emblematic surf community — along with Ensenada, San José del Cabo and Puerto Escondido,” de los Santos Mendoza says. “The coordination process is already underway during 2026 with the support of Rodriguez Zamora, Juan Enrique Suarez del Real Tostado and participating destinations. The objective is to formally present the Mexican Surf Cities Network during the 2027 World Surf Cities Network General Assembly in Bahía de Banderas. Implementation will be progressive. The route should connect destinations through shared promotion, environmental protection, professional training, events, tourism information and cooperation between communities.”
De los Santos Mendoza says actually designating Sayulita Surf City during the Day of the Dead ceremonies – an annual ritual that has Mexicans paying tribute to dead family members – makes sense.
“The main initiative of this strategy to combine Day of the Dead with surfing was envisioned in 2024 by Hector Santana, our municipal president, who did not want to create just another surf competition,” he continues. “The idea was to create an experience that could only happen in Mexico. Day of the Dead is one of the country’s most powerful cultural expressions, and in Sayulita, it has been celebrated for almost 20 years. This time since 2024 by combining surfing with catrinas, altars, art, music, gastronomy and community traditions, we can offer something genuinely distinctive. The Festival and International Day of the Dead Surf Tournament will take place from Oct. 29 to Nov. 2. Its purpose is to unite culture, sport and nature while generating benefits for hotels, restaurants, tourism providers and local businesses.”
Meanwhile, De los Santos Mendoza promises his region won’t capitalize on a heightened profile among the international surfing set in a helter-skelter fashion.
“The international recognition of Bahía de Banderas within the World Surf Cities Network is not intended to invent a new identity,” he states.”It is intended to recognize an identity that the community has built over many decades. But recognition also brings responsibility. We must protect our waves, beaches, environment and coastal culture, and we must ensure that the opportunities generated by surfing reach local instructors, young people, entrepreneurs and families. Surfing is not only a sport for Bahía de Banderas; it is a tool for tourism, cultural identity, environmental awareness and social development. Our goal is for Bahía de Banderas – and its towns such as Sayulita, San Pancho, Punta de Mita and many more — to become an international example of how a surf destination can grow without losing its soul.
“Surfing in Bahía de Banderas is more than recreation – it’s the economy, identity, community and a pathway to sustainable development.”
