Sayulita, the surf-mad beach town on Nayarit's Pacific coast, has been named Mexico's first official Surf City. The title was announced on November 2 by the Nayarit Tourism Board, capping off an international surfing tournament held during Bahía de Banderas' Day of the Dead festivities, which ran from October 29 to November 2 and paired competition with one of Mexico's biggest cultural celebrations.
The recognition formalises what travellers have known for years: this former fishing village has built an international reputation on surfing. The town sits in the municipality of Bahía de Banderas in Riviera Nayarit and draws visitors from the United States, Canada and beyond. What makes it approachable is the setup — surf schools, local instructors and board rentals mean you can arrive with no experience and no gear and still be in the water the same day. The main beach offers gentler conditions suited to beginners, while bigger waves farther offshore keep experienced surfers interested. Conditions shift, so the tourism board recommends local guidance when deciding where to paddle out.
Surfing is only half the appeal. Sayulita's colourful streets are lined with independent boutiques, galleries and restaurants, and the standard rhythm of a visit mixes beachfront lunches and wandering town with time between sessions. Even the tournament leaned into the fun: this year's International Day of the Dead Surf Tournament included a Dog Surf Exhibition, where dogs rode waves alongside their humans for a dedicated prize.
There's a bigger strategy behind the title, too. Bahía de Banderas joined the World Surf Cities Network — an international group of destinations where surfing drives tourism and local identity — as the first Mexican member in November 2025. It then took the network's vice presidency in June 2026 and assumed the presidency for the 2026–2027 term in October. The Surf City designation signals that the region intends to lean further into surf tourism.
Sayulita also works as a base for the wider coast. San Pancho, a short hop up the road, has a growing art scene, while La Cruz de Huanacaxtle offers restaurants and a marina. The core formula stays simple, though: learn to surf, spend time on the sand, and explore town between waves. For anyone who wants surfing woven into the daily routine of a Mexican beach holiday rather than treated as a one-off excursion, Sayulita now has the paperwork to prove it's the place to do it.
