Built on Connections.

Surf Expo is more than a trade show — it’s a meeting place for brands, retailers, and industry leaders who understand that relationships fuel growth.

The energy that has defined Surf Expo since 1976 is returning September 16-18, 2026. As we continue our 50‑year celebration, we are looking ahead — building what’s next, together.

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Shoreline Outdoor at Surf Expo

This expanding category showcases essentials and apparel for adventures along rivers, lakes, and coasts—offering a curated space for brands that naturally flow between coastal and outdoor lifestyles.

Shoreline Outdoor connects retailers with brands that serve water-inspired lifestyles—creating meaningful partnerships and fresh opportunities.

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Discover. Connect. Grow.

Beyond the energy and inspiration, Surf Expo is where real connections spark. Retailers get to meet the brands shaping tomorrow, and exhibitors grow their reach with the buyers who matter most.

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The Marketplace for Opportunity

Surf Expo is the must-attend event to discover opportunities across multiple categories including Surf, Swim, Resort, Boutique, Gift & Decor, Souvenir and Shoreline Outdoor.

This is where brands and retailers from coast to coast and around the globe gather to connect, discover and get business done.

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About the Show

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

Why Attend?

Successful retailers know that to keep customers coming back, they need to create a compelling merchandise mix to engage watersports and outdoor lifestyle consumers as well as resort and beach vacationers. Surf Expo has everything buyers need to cater to customers looking for the newest trends in lifestyle apparel and coastal or outdoor adventures.

Why Exhibit?

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

UPCOMING EVENTS

Name: Surf Expo January 2027
Start: 2027-01-06
End: 2027-01-08
Location: Orange County Convention Center

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, resort, swim, boutique, footwear, outdoor lifestyle and 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.

Show Days & Hours:

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

January 6-8, 2027

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, 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.

Show Days & Hours:

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

SHOW NEWS

Surf Expo Taps Matt Yates for New Sponsorship and Sales Role

The new role is designed to expand opportunities for show exhibitors and other companies across the coastal lifestyle, surf, gift, and active outdoor space.

Surf Expo Ignites 50th Year with Vibrant Energy and Record Industry Engagement

Orlando, FL — January 15, 2026 — Surf Expo kicked off its landmark 50th year with an electrifying January show, unequivocally reaffirming its dominance as the premier global marketplace for the watersports, coastal, and shoreline outdoor lifestyle industries. With a 15% increase in attending retail companies, the event pulsed with palpable energy as leading brands and retail buyers converged for three days of commerce, signaling a thriving market fueled by ongoing innovation and strong consumer demand. […]

Shop Eat Surf Outdoor Photos and Report from Surf Expo January

By Tiffany Montgomery Surf Expo wrapped a busy show on Friday with lots of brand and retailer meetings, busy aisles on the surf side of the show, an Industry Party at Topgolf sponsored by Shopify, and other brand activations, such as the Katin dinner for top specialty retailers on Wednesday night and the New Wave […]

Surf Expo Celebrates 50 Years of Innovation and Expands Shoreline Outdoor Category

Celebrating five decades of coastal culture while embracing water-driven outdoor lifestyles. ORLANDO, FL – November 4, 2025 – Surf Expo, the leading marketplace for watersports, coastal, and outdoor lifestyle brands, proudly celebrates its 50th anniversary in 2026. Since 1976, Surf Expo has served as the go-to destination for trend-setting product launches, industry connections, and business growth. This […]

Steko Gets Loud at Surf Expo

By Tiffany Montgomery, Shop Eat Surf Outdoor. A young brand at Surf Expo stood out on the show floor for a few reasons – the brash, long, and baggy boardshorts, shorts, and big boxy T’s it was showing; the loud rap music it blared; and the anti-authority aura that emanated from the booth. Steko, owned by […]

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, connecting with a powerful mix of heritage brands, emerging newcomers, and […]

"We absolutely felt the energy at Surf Expo January 2026—it reminded us why Surf Expo continues to be the heartbeat of our industry. Especially in its 50th year, it represents far more than a trade show. It’s where our community comes together to work, play, learn, and grow side by side—where relationships are strengthened and new ideas are born."

D. Nachnani, Owner, Coastal Edge, Virginia Beach, VA

“5 stars all round! Great vibe and energy mixed with serious and active buyers. Very successful show and can't wait for the next one!"

Jimmy Charman, Sales Director, Pinapple Island

"Cressi sincerely appreciates Surf Expo for their ongoing support and collaboration in growing the snorkel, freediving and scuba diving industry. As Surf Expo evolves, it allows brands like Cressi to connect with the watersports community, showcase our innovations and reunite with industry partners. We look forward to seeing everyone again."

Theo Knevel, National Scuba Divisions Manager

“As a first-time attendee, SURF EXPO delivered on showcasing amazing well-known brands and new upcoming brands in the market. I made so many amazing connections and discovered some of my new favorite products and gear to feature at my retail store. I highly recommend attending!”

Carlie Shaw, President/Founder, Pelican Watersports

"Surf Expo January 2026 was awesome! It had that old-school show energy—with the fashion shows, surf simulator, and artist painting the surfboard—all those fun touches that make this event stand out. It’s always one of my favorite shows to attend. We leave feeling inspired and truly enjoy discovering and meeting new vendors."

Dani Bihlear, Buyer, Palmetto Moon, Charleston, South Carolina

“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

“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 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

SEPTEMBER 16-18, 2026

January 6-8, 2027

SHOW NEWS

D. Nachnani, Owner, Coastal Edge, Virginia Beach, VA

“5 stars all round! Great vibe and energy mixed with serious and active buyers. Very successful show and can't wait for the next one!"

Jimmy Charman, Sales Director, Pinapple Island

Theo Knevel, National Scuba Divisions Manager

“As a first-time attendee, SURF EXPO delivered on showcasing amazing well-known brands and new upcoming brands in the market. I made so many amazing connections and discovered some of my new favorite products and gear to feature at my retail store. I highly recommend attending!”

Carlie Shaw, President/Founder, Pelican Watersports

Dani Bihlear, Buyer, Palmetto Moon, Charleston, South Carolina

“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

“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 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.”