About the Show

Produced in January and September at the Orange County Convention Center in Orlando, Florida, Surf Expo features thousands of apparel and hard good brands showcasing the latest innovations and must-have products in watersports and coastal lifestyle. Plus, a full lineup of special events, from fashion shows and learning labs to industry parties, networking events and more.

Why Attend?

Successful coastal and watersports retailers know that to keep customers coming back, they need to create a compelling merchandise mix to engage watersports and outdoor enthusiasts as well as resort and beach vacationers. Surf Expo has everything buyers need to cater to customers with a passion for waterborne thrills, outdoor adventure and exploration by the shoreline.

Why Exhibit?

Surf Expo is the largest and longest running watersports and coastal lifestyle tradeshow in the world. This business-focused marketplace attracts qualified buyers purchasing for thousands of storefronts from across the globe to offer more opportunities to grow your brand and your business. More than 80% of our buyers write orders at Surf Expo.

UPCOMING EVENTS

January 7-9, 2026

Each January, Surf Expo kicks off the year in Orlando, Florida featuring a broad mix of floor categories, connecting buyers with top brands in surf, shoreline, resort, swim, boutique, footwear, coastal gift & souvenir and outdoor lifestyle. It’s also home to the highly anticipated annual Florida Shape Off, honoring the craft and creativity of surfboard shaping. With a strong focus on seasonal buying and early trend discovery, the January show offers a vibrant marketplace where business gets done.

January Show Hours:

Wednesday & Thursday, 9am – 6pm, Friday 9am – 4pm

SEPTEMBER 16-18, 2026

Each September, Surf Expo returns to Orlando, Florida with a high-energy gathering of the Watersports, Coastal, and Outdoor Lifestyle brands and retailers. The show floor features leading and newly emerging brands across surf, shoreline, resort, swim, boutique, footwear, coastal gift & souvenir. Known for driving fourth-quarter buying and product discovery, the September show is a key destination for retailers looking to stay ahead of consumer demand and category trends.

September Show Hours:

Wednesday & Thursday, 9am – 6pm, Friday 9am – 4pm

SHOW NEWS

Surf Expo September Delivers Strong Attendance, Expanding Categories, and Industry Optimism

Surf Expo September Delivers Strong Attendance, Expanding Categories, and Industry Optimism Orlando, FL – September 12, 2025 – Surf Expo wrapped its September edition with strong momentum, delivering a high energy, business-first event and showcasing the continued strength and evolution of the surf, watersports, and coastal lifestyle markets. Retailers from 66 countries attended the show,…

Surf Expo Returns Sept. 4-6, Uniting Watersports, Resort, Boutique and Outdoor Markets

By Megan Smalley, Seaside Retailer. Registration is open for Surf Expo, a leading watersports and coastal lifestyle trade show, which takes place Sept. 4-6, 2025 at the Orange County Convention Center in Orlando, Florida. “We’re anticipating a strong turnout for Surf Expo September,” says Roy Turner, senior vice president and show director of Surf Expo.…

Surf Expo Showcases Innovation, Sustainability, and Vibrant Industry Momentum

Orlando, FL- January 20, 2025- Surf Expo’s first event of 2025 was held January 8–10 at the Orange County Convention Center in Orlando, Florida. Attracting over 750 exhibitors and thousands of retail buyers, the show provided an unparalleled platform for networking, business growth, and industry innovation. With strong engagement from both new and established brands,…

Surf Expo Set for Biggest Show Since 2020

By Tiffany Montgomery | Published Nov 18, 2024 Surf Expo January is just around the corner and the brand lineup is already impressive. Some notable names that are either returning to the show after an absence, increasing their booth space, or exhibiting for the first time include Olukai, melin, goodr, Outerknown, Salt Life, Sector 9, Reef, Grundens…

Registration is Open for Surf Expo January 2025: The Ultimate Watersports and Coastal Lifestyle Marketplace

Orlando, FL – October 23, 2024 – Surf Expo, the leading watersports and coastal lifestyle tradeshow, has opened registration for its January 8-10, 2025 event at the Orange County Convention Center in Orlando, Florida. Known as a key marketplace for discovering cutting-edge product lines, Surf Expo continues to be a crucial platform for retailers to…

Surf Expo September Signals Renewed Industry Optimism

Kristin Ely | Seaside Retailer | Published Set 26, 2024 The September 2024 edition of Surf Expo, held Sept. 5-7 at the Orange County Convention Center in Orlando, Florida, was filled with plenty of optimistic buyers and exhibitors ready to look ahead to 2025 and beyond. Roy Turner, senior vice president and show director of Surf…

"Surf Expo opened the door to new buyers, markets, and vendors who were not only professional but genuinely interested in collaborating. The connections I made and the exposure my business gained exceeded all expectations."

Shad Ayoub, Founder & CEO of Sand Caddie

“Consumers today are looking for unique and new products. Surf Expo allowed us to locate some interesting finds to bring some freshness into our store so we can give our shoppers a reason to keep coming back!”

Steve Green, Owner, High Mountain Sports

Oakland, MD

"Surf Expo was jam-packed with booth after booth of eye-candy. Our buyers probably could have spent two weeks there listening, learning, and discovering new products and brands.”

Tim Mckevlin, Buyer, Folly Beach, SC

“Surf Expo is more important than ever! It gives you the chance to touch & feel the product, and to have real HUMAN connection with REAL PEOPLE, nothing beats face to face!”

Frank Floyd, Owner, Wind and Wave Watersports

Corpus Christi, TX

“I’m in the Theme and Water Park business - certainly not a traditional beach or Surf Shop and I’ve been going to Surf Expo for more than 20 years. It’s evolved, as the retail environment has evolved. Our business is better because of Surf Expo."

Jason Weatherford, Buyer, Palace Entertainment, Homestead, PA

“We are huge fans of Surf Expo.  The way they bring the best retailers and the best brands together continues to foster incredible industry partnerships and connectivity.  The show has and will continue to be a key piece of the Salty Crew seasonal calendar.”

Jason Shelton, Salty Crew General Manager

"This was our first year exhibiting at Surf Expo and we had an awesome time connecting with new retailers, hanging out with our friends, and sharing how we can help brands grow with custom apparel."

Alex Nowlin, CEO at Uscape Apparel

“I have been to Surf Expo multiple times. I used the connect tool in the Surf Expo app and I highly suggest everyone to use it.”

Wendi Kaplan, KatyDID

FEATURED BRANDS

… and many more! See the current list of exhibitors here >

FEATURED BRANDS

FOLLOW US @surfexpo

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Surf Expo (@surfexpo) • Instagram photos and videos

UPCOMING EVENTS

January 7-9, 2026

SEPTEMBER 16-18, 2026

SHOW NEWS

"Surf Expo opened the door to new buyers, markets, and vendors who were not only professional but genuinely interested in collaborating. The connections I made and the exposure my business gained exceeded all expectations."

Shad Ayoub, Founder & CEO of Sand Caddie

“Consumers today are looking for unique and new products. Surf Expo allowed us to locate some interesting finds to bring some freshness into our store so we can give our shoppers a reason to keep coming back!”

Steve Green, Owner, High Mountain Sports

Oakland, MD

"Surf Expo was jam-packed with booth after booth of eye-candy. Our buyers probably could have spent two weeks there listening, learning, and discovering new products and brands.”

Tim Mckevlin, Buyer, Folly Beach, SC

“Surf Expo is more important than ever! It gives you the chance to touch & feel the product, and to have real HUMAN connection with REAL PEOPLE, nothing beats face to face!”

Frank Floyd, Owner, Wind and Wave Watersports

Corpus Christi, TX

“I’m in the Theme and Water Park business - certainly not a traditional beach or Surf Shop and I’ve been going to Surf Expo for more than 20 years. It’s evolved, as the retail environment has evolved. Our business is better because of Surf Expo."

Jason Weatherford, Buyer, Palace Entertainment, Homestead, PA

“We are huge fans of Surf Expo. The way they bring the best retailers and the best brands together continues to foster incredible industry partnerships and connectivity. The show has and will continue to be a key piece of the Salty Crew seasonal calendar.”

Jason Shelton, Salty Crew General Manager

"This was our first year exhibiting at Surf Expo and we had an awesome time connecting with new retailers, hanging out with our friends, and sharing how we can help brands grow with custom apparel."

Alex Nowlin, CEO at Uscape Apparel

“I have been to Surf Expo multiple times. I used the connect tool in the Surf Expo app and I highly suggest everyone to use it.”

Wendi Kaplan, KatyDID

FEATURED BRANDS

… and many more! See the current list of exhibitors here >

FEATURED BRANDS

FOLLOW US @surfexpo

“We are huge fans of Surf Expo.  The way they bring the best retailers and the best brands together continues to foster incredible industry partnerships and connectivity.  The show has and will continue to be a key piece of the Salty Crew seasonal calendar.”