How a Sleepy Mexican State is Buying Its Way Into the Surf Big Leagues

Forget Waikiki. Forget Malibu. This July, the real surf action is going down in Mexico’s sleepiest coastal gem—Colima—where the government is betting big on gnarly waves, international talent, and cold hard cash to put this Pacific paradise on the map.

The state’s tourism brass, led by Governor Indira Vizcaíno Silva, is pulling out all the stops to turn Colima into Mexico’s next surf mecca. Their playbook? A high-energy, two-tournament summer slate in the laid-back but wave-crushing town of Manzanillo, where pros and amateurs alike will battle it out for glory—and a hefty chunk of a 450,000-peso prize pool.

First up: the 10th Annual "Reyes del Verano" (Kings of Summer) from July 18–20, kicking off the 2025 Colima Surf Circuit. This isn’t just some local throwdown—it’s the official first leg of a three-part series backed by state cash, with $150,000 pesos per event up for grabs. And here’s the kicker: prizes are split dead-even between men and women, a nod to Gov. Vizcaíno’s push for equality in a sport often dominated by dude-bros.

But the real spectacle? The Manzanillo SUP Surf Classic (July 25–27), where paddleboarders from a dozen countries will tackle the infamous breaks at Playa Olas Altas (translation: "High Waves Beach"—no kidding). Picture athletes balancing on boards like Cirque du Soleil performers… if Cirque du Soleil involved saltwater wipeouts and sharks.

Why Colima?

Simple: the waves are killer, the crowds are thin, and the government’s hungry for a piece of the $1.3 billion global surf tourism pie. Colima’s coast has long been a whispered secret among hardcore surfers—consistent swells, warm water, and zero of the pretentious vibes of Tulum or Sayulita. Now, officials are finally capitalizing on it.

“We’re not just hosting tournaments; we’re building a surf economy,” says a Subsectur rep. Translation: more hotels, more jobs, and—if all goes well—a spot on the international surf circuit.

The state’s investment isn’t just about good PR. The surf circuit is a strategic play to pump cash into coastal towns, with local businesses—from taco stands to surf schools—reaping the benefits. Private sponsors are all in, too, with brands like Monster Energy and Quiksilver rumored to be eyeing future events.

And let’s talk about the athletes. These aren’t just weekend warriors. The SUP Classic alone is drawing pros from Brazil, Australia, and even Hawaii, all vying for bragging rights in a sport that’s exploding in popularity.

Gov. Vizcaíno, a savvy political operator, knows this isn’t just about sports—it’s about rebranding Colima. With cartel violence often dominating headlines, the surf push is a calculated effort to shift the narrative. “We have natural beauty, world-class waves, and a safe environment,” her office insists. “Why wouldn’t surfers come here?”

If you’re tired of overcrowded breaks and overpriced resorts, Colima’s summer surf series might be your ticket to the next big thing. Just don’t wait too long—because once the secret’s out, the lineups are gonna get packed. Catch a wave or catch FOMO. 🌊