Surf Park Travel Times and Distance Decay Over the Past Decade

By Jess Ponting

This month, we shift our focus from surf park dwell times to surf park travel times and distance decay. Surf Park Central began collecting data on this topic in 2015 after it was identified as a key metric by early surf park developers and wave generation technology companies. These stakeholders were seeking to understand how far different groups of people would be willing to travel to visit surf parks.

In 2015 and 2016, given the relatively low number of surfers who had experienced a surf park at the time, we asked survey participants, “How far would you travel to surf at a park with guaranteed high-quality waves?” Respondents selected from various distance ranges. Starting in 2022, we refined this question to focus on travel time rather than distance, as travel time is a more accurate reflection of the consumer experience. Travel time often varies regardless of distance, and this approach aligns with the methodologies commonly used in feasibility studies for attractions. This shift also allowed us to analyze distance decay—the concept of demand declining as travel time or distance to a surf park increases. In 2022, although the question still asked how far respondents would be willing to travel, we were able to break out responses from the 33% of participants who had already visited a surf park, providing deeper insights into the behavior of actual users.

The following graphs illustrate the evolution of surf park travel times and distance decay from 2015, 2016, and 2022. Data from 2015 and 2016 are presented separately from 2022 due to differences in how the questions were phrased. 

Notably, there were significant reductions in distance decay between 2015 and 2016, with, for example, 66% more respondents willing to travel 51-100 miles to a surf park in 2016 compared to 2015. This shift in consumer behavior coincided with the December 2015 release of footage from the KSWaveCo test facility in California, which would later become the WSL Surf Ranch. This landmark event dramatically changed perceptions of surf park wave quality and, in turn, influenced consumer attitudes toward visitation and travel times.

Distance Decay Comparison 2015, 2016, 2022

Assuming two hours of travel time from the 2022 survey equates to 100 miles in the 2015 and 2016 surveys, 51% of 2022 respondents are willing to travel two hours or more—a 70% increase compared to 2015 and a 21% increase compared to 2016.

The graph below interrogates the 2022 data by the percentage of respondents choosing each travel time interval. Beginners and women show a lower willingness to travel long distances compared to advanced surfers and general surf park users. Both advanced surfers and surf park users are more likely than any other group to be willing to travel over three hours, surpassing all other time intervals and demographic categories.

2023/2024 Travel Times

In 2023 & 2024 the option of at least one flight being taken to visit a surf park was added, with the other travel time options now explicitly referring to drive times. 2023 data showed that 28% of 7211 respondents had visited a surf park. Of the 28% of surf park users, 31% took at least one flight to get there.  In 2024, 48% of 4197 respondents had visited a surf park yet only 17% had taken a flight in the process. Note that the time categories were adjusted between 2023 and 2024 to include more nuance.

Average across all surf park users

As the number of surf parks continues to grow globally, it is expected that average travel times will decrease over time. In fact, in 2024, 17% fewer surf park visitors reported traveling more than five hours by road or taking a flight compared to 2023.

Average travel times across all surf parks by skill level and gender

Skill Level Key Observations:

• Beginners: The largest proportion (26%) of beginners traveled 2-3 hours, followed by 18.5% who traveled 4-5 hours. Beginners are the least likely to take flights (7%) or travel more than 5 hours by road (1.1%).
• Intermediate surfers: Most intermediate surfers (27%) traveled less than an hour, while 22% traveled 2-3 hours. Flight travel is low among this group (10%), indicating a preference for closer surf parks.
• Experienced surfers: A higher percentage of experienced surfers (21%) opted for flights compared to beginners and intermediates. Shorter trips of less than an hour are also common (22%).
• Advanced surfers: Advanced surfers are more evenly distributed across travel times. They show a strong willingness to take flights (22%) and travel over 5 hours by road (5%), reflecting a greater commitment to accessing high-quality surf parks.

Summary: Advanced surfers and experienced users are more likely to invest significant time and resources into reaching surf parks, including taking flights. Beginners and intermediates tend to favor closer options.

Gender Key Observations:

• Males: Male respondents are relatively evenly distributed across all travel times, though they show a higher preference for flights (18%).
• Females: Females exhibit a preference for mid-range travel times (28% for 2-3 hours and 21% for 3-4 hours). Fewer females take flights (7%) or travel over 5 hours (2%), suggesting proximity is a more critical factor for this group.

Summary: Males are more inclined to undertake long-distance travel, including flights, while females favor mid-range travel times. This suggests surf park location and accessibility may be particularly important in attracting female visitors.

Overall Insights and Recommendations

1. Proximity Matters for Beginners and Females: Surf parks aiming to attract these segments should prioritize accessibility, focusing on urban or suburban locations with convenient travel times.
2. Advanced and Experienced Users Seek Premium Experiences: This group’s willingness to travel longer distances or fly indicates a demand for high-quality waves and premium facilities. Marketing efforts could emphasize exclusivity and unique experiences.
3. Segmentation by Travel Preferences: Offering tiered memberships or targeted promotions based on travel patterns (e.g., discounts for frequent flyers or perks for local visitors) could help optimize engagement.

Average Travel Times Across Select Surf Parks 2023 & 2024

While 2023 did not afford the ability to cross-tabulate demographic and psychographic data with surf park travel times, it was possible to break out groups of surf park users who last visited URBNSURF Melbourne, The Wave Bristol, Waco Surf, and the WSL Surf Ranch. Some striking differences are immediately apparent with 74% of URBNSURF Melbourne, 54% of Waco Surf visitors, and 25% of WSL Surf Ranch visitors taking at least one flight to arrive at their destination, while 0% of respondents visiting The Wave Bristol did the same. Enormous proportions of The Wave (96%) and Surf Ranch (63%) visitors driving 5 hours or less, and 48% of The Wave visitors and 31% of Waco Surf visitors driving 2 hours or less.

Our 2024 data shows notable variations in travel times to different surf parks, reflecting differences in accessibility and visitor demographics. Below are key observations by surf park:

1. Surf Ranch:
   • Visitors primarily travel 2-4 hours (60%), with fewer local visitors (<1 hour, 1.8%).
   • A small but notable proportion (15%) traveled by flight, reflecting its appeal as a destination for non-local surfers.
2. Waco Surf:
   • Significant reliance on flights (50%) underscores its position as a travel-focused destination.
   • Local and regional visitors (<1 hour or 1-2 hours) account for just 21%, suggesting limited accessibility for nearby residents.
3. The Wave (UK):
   • High local visitation (<1 hour: 38%) demonstrates strong accessibility and regional appeal.
   • Most visitors (63%) traveled <3 hours, indicating a well-established local and regional user base.
4. URBNSurf Melbourne & Sydney:
   • Both parks see predominantly local traffic, with 45% (Sydney) and 36% (Melbourne) of visitors traveling less than 1 hour.
   • Flights are more common at Sydney (24%) than in Melbourne (8%), suggesting Sydney’s broader appeal to non-local surfers.
5. Alaia Bay (Switzerland):
   • The majority of visitors travel under 3 hours (73%), with 37% traveling 1-2 hours, indicating strong regional accessibility.
   • Flights account for 9%, reflecting a mix of local and international appeal.
6. Palm Springs Surf Club (PSSC):
   • Travel is largely regional, with 34% traveling 1-2 hours and another 30% traveling 2-3 hours.
   • Flight travel is modest at 11%, showing a balance between local accessibility and destination-based appeal.

Key Insights:

• Parks like URBNSurf Sydney and The Wave attract significant local visitors, emphasizing the importance of accessibility for regional markets.
• Waco Surf and Surf Ranch demonstrate a destination-based model, reliant on travelers willing to fly or commute longer distances.
• A mix of accessibility and destination appeal is evident in parks like PSSC and Alaia Bay, balancing local and regional traffic.
• Location-specific travel patterns suggest opportunities for surf park operators to optimize pricing, marketing, and infrastructure based on visitor proximity.

Surf Ranch

Visitors to the WSL Surf Ranch display distinct travel patterns by skill level and gender. Most visitors travel 2-4 hours (60%), with advanced surfers (38%) and intermediate surfers (35%) dominating the 2-3 hour range. Female visitors are more likely to travel 2-4 hours (71%) compared to males (54%). Travel by flight is minimal overall, but experienced surfers (7.7%) and males (6.5%) account for the highest proportions. Local visits (<1 hour) are rare across all groups. These patterns suggest that the Surf Ranch primarily attracts dedicated surfers from regional markets.

Waco Surf

Travel times to Waco Surf vary significantly by skill level and gender. Most visitors travel by flight (51%), with this option particularly popular among advanced surfers (71%) and experienced surfers (57%). Beginners are more likely to travel locally, with 57% traveling under 3 hours, while advanced surfers show a more even distribution of travel times, except for their preference for flights. Gender-wise, males are more likely to fly (53%) compared to females (29%), who are overrepresented in the 2-3 hour range (29%). These insights indicate Waco Surf’s appeal as both a regional and a destination surf park.

The Wave, Bristol

At The Wave Bristol, most visitors travel under 3 hours, with beginners (46%) and intermediate surfers (39%) particularly likely to make short trips. Advanced surfers (27%) tend to travel further, with 24% traveling 1-2 hours and 27% traveling 2-3 hours. Gender differences show that females are more likely to travel shorter distances, with 49% traveling less than 1 hour, while males are more spread across the travel time ranges. Flights are more common among females (12%) compared to males (7%).

URBNSURF Melbourne

At URBNSURF Melbourne, most visitors travel under 1 hour, especially beginners (57%) and intermediate surfers (55.7%). Advanced surfers (33%) and experienced surfers (42%) are less likely to travel such short distances. Flights are more common among advanced surfers (43%) compared to other skill levels, with males (25%) more likely to fly than females (16%). Females are slightly more likely to travel under 1 hour (50%) compared to males (46%).

URBNSURF Sydney

At URBNSURF Sydney, beginners (40%) and intermediate surfers (36%) are most likely to travel under one hour. Advanced surfers (27%) are less likely to travel short distances. Experienced surfers (42%) tend to travel 1-2 hours more than others. Males are more likely to travel 1-2 hours (39%) than females (21%), while females (50%) are more likely to travel under 1 hour compared to males (35%). Flights are more common for advanced surfers (20%) and males (10.1%).

Alaia Bay

At Alaia Bay, beginners (40%) are most likely to travel under one hour. Intermediate and advanced surfers (20% each) tend to travel 1-2 hours or 2-3 hours, with advanced surfers (13%) more likely to travel over 5 hours. Males (19%) and females (20%) show similar patterns, both traveling mainly within 1-2 hours and 2-3 hours. Flights are common for beginners (40%) and advanced surfers (27%).

Palm Springs Surf Club

At Pam Springs Surf Club, beginners (57%) typically travel 1-2 hours, while intermediate and experienced surfers (33% and 38%, respectively) are more likely to travel 2-3 hours. Males (38%) primarily travel 2-3 hours, while females (33%) are more likely to fly. Flights are notably more common among females (33%) than males (7%). Advanced surfers (42%) also prefer traveling 2-3 hours.

Conclusion

The data presented here on surf park travel times highlights key trends that can help to inform the positioning of surf parks. Over the past decade, there has been a clear shift in the willingness of surfers to travel longer distances to reach surf parks, particularly with the rise of high-quality wave technology and the growing number of surf parks worldwide. Advanced surfers, in particular, demonstrate a willingness to travel long distances, including flying, to access premium facilities, suggesting that surf parks aiming to attract this demographic should emphasize unique experiences and exclusive offerings.

On the other hand, beginners and intermediate surfers tend to prioritize proximity, with most preferring surf parks located within a few hours’ drive. This trend underscores the importance of establishing surf parks in or near urban centers to cater to these segments. The differences in travel preferences between male and female surfers further suggest that accessibility is especially critical for female surfers, who tend to favor shorter travel times and are less likely to fly.

Developers and operators consider these travel patterns when making strategic decisions about park locations, marketing, and pricing and we hope this data supports this decision-making. For parks positioned as destinations, highlighting the quality of waves and the unique surfing experience can appeal to more dedicated, long-distance visitors. Conversely, parks that prioritize local accessibility may benefit from a focus on convenience and regional engagement to attract beginner and intermediate surfers.