The value of waves: the destination that embraced surfing and has an increasing number of tourists

At first light, dozens of surfers are already in the water every day off El Tunco beach , in the town of La Libertad ( El Salvador ), where the waves break with force and welcome young and mature bodies, locals and foreigners, who glide together in a passion that, more than a sport, has become a driving force of development, identity and social change .

In El Salvador, waves aren't just for surfing, they're also for living. Since implementing the Surf City strategy in 2019 , the Salvadoran government has placed sport at the heart of its tourism, economic, and social policy.

The initiative seeks to position the country as a world-class tourist destination for surfing , since, with a location on the Pacific coast , it integrates investment in infrastructure, international promotion and local development on beaches such as El Tunco, El Zonte and Punta Roca , known for their consistent waves and attractive landscapes.

In addition to attracting professional and amateur surfers, Surf City also promotes the economic revitalization of coastal communities through sustainable tourism and job creation, which has allowed El Salvador, once marked by insecurity and violence, to position itself as a global benchmark for competitive and community surfing.

With 3.9 million visitors in 2024 alone and more than $3.5 billion in foreign currency, according to official figures from the Ministry of Tourism, El Salvador has proven that surf culture not only fuels passions, but also reactivates communities .

For El Salvador's Minister of Tourism, Morena Valdez, surfing represents much more than a recreational activity. It's a powerful tool for national transformation.

"I started surfing when I was 35... it was because a friend told me: 'It can't be that you live in the best country in the world for surfing and you've never surfed a wave in your country.' When I saw how tourists came despite the danger that could exist, I realized the differentiating value this country had," he recalled in an interview.

That "differentiating value" was precisely what motivated Salvadoran President Nayib Bukele to support Surf City as a state policy.

"President Bukele asked me: 'Are you aware that we're going to develop the country through surfing? I don't surf, but I've been told we have the best waves .' No one had ever taken advantage of that differentiating value before," he said.

With that vision, the Surf City strategy started with the essentials.

"The first step was to fix the house : roads, electricity, drinking water, sanitation, and public tourism infrastructure. Then, we trained human resources and strengthened the productive social fabric in coastal communities," Valdez explained.

The results have been overwhelming . In La Libertad alone, Surf City's flagship area, there are currently 67,000 formal tourism-related jobs, generating some 300,000 indirect jobs.

Furthermore, the visitor profile has changed : 70 percent of tourists arriving at the Central American country's international airport now head directly to Surf City.

"We've opened four shopping centers in Surf City. They not only have hotels and restaurants, but also pharmacies, spas, hardware stores... everything the tourism industry needs," the minister explained.

Furthermore, El Salvador has managed to become a benchmark for professional surfing.

" We're the only stop on the World Surf Tour in Latin America . We're right next to Bali, California, and Australia. Professional surfers are already recognizing us and are coming back to surf our waves outside of tournaments," Valdez said.

The minister emphasized that surfing for El Salvador goes beyond hosting competitions.

"Surf City is the anchor project, but we connect it with volcanoes, towns, lakes, and gastronomy . New generations are looking to reconnect with nature and tradition, and that's what we're promoting," he said.

Amelia Hernández has witnessed this change from her restaurant, Erika , on El Tunco Beach. With 30 years of experience in the area, she said surfing has revolutionized the local economy .

"For the past two or three years, with the competitions and international surfers, we've always looked forward to those championships because a lot of people come. When they know professionals are coming, even tourists from the capital come to see them, and that increases tourism ," he said.

Beyond tourism, Amelia highlighted the increase in employment and improved security : "There have been more jobs; almost everyone here in El Tunco has hired more people. They no longer have to travel far to earn their daily bread; they can do it nearby. It's a huge benefit for the people in the area."

In his memory, El Tunco has grown from a small fishing village to a bustling commercial area . "When I started 30 years ago, there were only three restaurants. Now there are about 150. It doesn't seem the same anymore: before it was residential, now it's all businesses. The growth has been enormous," he noted.

Amelia also acknowledged the government's support: "The government hasn't left us alone. They're always attentive; if we need anything, they respond. We've worked together well, and that has helped our business grow."

For Armando Márquez, owner of Surf Café and promoter of local surfing , the transformation has been twofold: economic and emotional.

"Growth in the coastal area has been noticeable. The security issue has helped more tourists come here with peace of mind. Before, our beaches were unsafe, with gangs, but now people work in peace and there are opportunities for locals," he said.

His testimony reflects the power of surfing as a symbol of resilience . "Surf City has brought hope to coastal residents. The locals are the ones who have noticed the change the most: from living in poverty and violence to having jobs and being able to get ahead. It's a project that has transformed lives," he expressed with conviction.

The change is already transcending borders. "Surfers follow the professionals who compete here. When they share what our waves are like on social media , many say, 'Let's go to El Salvador!' Before, they would visit Costa Rica or Nicaragua, but now they choose us for the waves, the weather, and what they see in the competitions ," he emphasized.

Fátima Delgado, manager of El Salvador's first surfboard factory, Papaya Surfboards , has also seen the rise of this movement through her business.

"We are the first surfboard factory in the country, with internationally recognized brands. This growth was achieved thanks to Surf City. Before, from 2010 to 2015, it was a difficult time, but now we have new customers every day, especially from Brazil, who come to surf our waves," he explained.

In addition to tourism, your company has been part of a new value chain that ranges from manufacturing to international trade.

We're exporting boards , and that creates technical and specialized employment. Every board on the water is an opportunity: to undertake, to grow, to dream big, he stated.

"Before, many weren't proud of being Salvadoran because of the insecurity or gangs . Now they are, and that's transmitted. Communities develop tourism products and benefit from this destination," reflected Tourism Minister Morena Valdez.

On Salvadoran beaches, young people have traded guns for surfboards; locals, uncertainty for business plans; and the country, its international image. A phrase resonates throughout the tourist sites along the Central American country's coastline, summarizing this transformation: Where there are waves, there is life.

José Gabriel Martínez and Douglas Martínez / Xinhua