ORLANDO — Emerald’s Surf Expo is known for its positive, upbeat vibe and the September 2025 edition, which was held Sept. 4-6 at the Orange County Convention Center (OCCC), kept the momentum going. Retail buyers from 66 countries attended the show, a mix of iconic brands and emerging newcomers.
“This show truly reflected the energy of the market right now,” Roy Turner, Surf Expo Show Director and Senior Vice President at Emerald, said. “Retailers are seeing strong summer sales and came to Surf Expo to discover fresh products and new opportunities.”
The show floor was evidence of that, with a variety of boutique, swim and resort exhibitors that complement the surf market, such as Teva, Life is Good, Vineyard Vines and Tommy Bahama. The show also attracted outdoor retailers focused on the lake and river markets, such as REI and L.L. Bean.
The audience of buyers ranged from major companies to specialty retailers. Caribbean retailers comprised nearly 10% of the overall attendance. In addition to the exhibition, there were daily fashion shows, live demos, learning labs and happy hours. Show organizers claim that more than 80% of buyers write orders at Surf Expo.
Surf Expo will celebrate its 50th anniversary in 2026, and Turner says the surf industry is set for major growth, spurred on by technological advances, the expansion of surf parks and the 2028 Summer Olympics in Los Angeles.
“The next five years are filled with opportunity,” he said. “Surfing is no longer confined to the ocean — it’s a lifestyle that spans coastlines, lakes, rivers and parks.”
His sentiments were echoed by Vipe Desai, Executive Director of the Surf Industry Members Association. “2025 has brought waves of change, some challenging, others full of potential. Legacy brands have shifted, business models have evolved and the pace of disruption is at an all-time high. At the same time, new technologies, especially artificial intelligence, are reshaping how we live, work and connect with customers.
“And through it all, one thing is clear: Interest in surfing continues to grow.”
The next Surf Expo will return to the OCCC Jan. 7-9, 2026.
