Abstract
Surfing has undergone a shift from a 20th century fringe activity to a core mainstream pursuit in the new millennium. This is evident from the contrast between surfing's sociohistorical peripheral location with a) the now global scope of the practice of surfing itself, and b) its integration as a meaningful construct for nonsurfing society. The current societally integrated location, nature, and scope of surfing (the "new surfing") is examined through selected African policy and civil society examples. These examples expose an apparent emerging benefit of surfing's expansion into mainstream society being the propagation of an attractive ecosocial surf ethos. It is submitted that this inherited surf ethos can usefully inform policy and related challenges in sustainable surf tourism development.
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