Abu Dhabi is betting big on surfing
Abu Dhabi is betting big on surfing
The creation of the world’s largest artificial wave marks Abu Dhabi’s latest attempt to present itself at the nexus of sports, entertainment, and luxury tourism.
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Earlier this week, Chilean wingsuit flyer Sebastián Álvarez leaped from a helicopter at 12,000 feet with a modified surfboard strapped to his feet before landing on a six-foot wave in the world's largest artificial wave pool facility, Surf Abu Dhabi.
The former Air Force pilot successfully completed the stunt, which reportedly took two years to plan and train for, in partnership with Experience Abu Dhabi, an extension of the Emirate’s tourism department.
“I wanted to recreate the feeling of birds gliding over waves, and thanks to the perfect setting at Surf Abu Dhabi, I was able to make it a reality,” Álvarez said.
The viral stunt on social media highlights the clever promotional strategy Abu Dhabi is employing in anticipation of the inaugural Abu Dhabi Longboard Classic, the UAE's first professional surfing event. Set to take place on Hudayriyat Island from September 27-29, the event will feature 48 of the world's top longboarders from 11 countries. It will also mark Abu Dhabi’s entry into the global surfing community and the latest example of its use of sports as a form of soft power.
Scheduled to officially open in October 2024, Surf Abu Dhabi was developed by Modon Properties, a real estate giant behind the transformation of Hudayriyat Island. Modon is partly owned by the International Holding Company, a conglomerate led by Sheikh Tahnoun bin Zayed Al Nahyan, deputy ruler of Abu Dhabi and the younger brother of UAE President Mohammed bin Zayed Al Nahyan. Known as the UAE's "spy chief," Sheikh Tahnoun is also regarded as the visionary behind the country's rise in combat sports.
In addition to its strong ties to the UAE government, Surf Abu Dhabi was developed in partnership with the Kelly Slater Wave Company, founded by surfing legend Kelly Slater to create artificial wave technology. The company was acquired by the World Surf League in 2016, with the aim of incorporating artificial wave pools into its professional surfing circuit.
The first iteration of this wave pool technology in the WSL was the Surf Ranch, a controversial 20-acre surfing amusement park in Lemoore, California. The pool is situated in a dry valley more than 150km away from the ocean, meaning it requires an exceptional amount of water to operate. These environmental factors raised questions about whether artificially generated waves should play a role in a sport known for embracing the wild unpredictability of nature.
Matters took a turn for the worse in 2023, when a series of judging controversies at the Surf Ranch led to harassment and threats of violence against judges, surfers, and officials alike. This, coupled with the countless other complaints about wave pools being dull and against the spirit of surfing, it appeared as though the tide had turned against man-made wave pools.
Enter Abu Dhabi.
The Emirate has spent the past few years developing the largest artificial wave pool in the world. Once completed, Modon Properties invited Slater—arguably the most accomplished professional surfer in history—to test the wave. Accompanied by other elite surfers like Caroline Marks, Filipe Toledo, Stephanie Gilmore, Gabriel Medina, and Ramzi Boukhiam, Slater gave it glowing reviews.
“I’ve surfed hundreds of incredible waves across the world and this wave in Abu Dhabi stacks up well against some of the best waves on earth,” Slater said in a video shared by Surf Abu Dhabi.
The carefully manicured PR campaign fusing surfing and the desert is part of Abu Dhabi’s latest attempt to present itself at the nexus of sports, entertainment, and luxury tourism. It is no longer just about embracing sports but about offering unique experiences that cannot be found elsewhere.
Sports serve a multifunctional purpose for the UAE government. It is a source of soft power and reputation laundering. It can be a symbol of Emirati identity, as is the case with jiu-jitsu. It can also be a source of tourism.
In recent years, the Department of Culture and Tourism in Abu Dhabi has strategically collaborated with various high-profile sports leagues to boost tourism in the capital. This includes partnering with the NBA to host the league's first-ever games in the UAE, as well as teaming up with the UFC to stage annual marquee events that have drawn global attention.
By leveraging the global appeal of elite sports, Abu Dhabi aims to position itself as a premier destination for international sporting events. This approach is a key part of the UAE capital's broader strategy to diversify its economy, reducing its heavy reliance on oil revenues.
While major organizations like the NBA and UFC have faced criticism for partnering with a country accused of significant human rights violations—including harsh sentences for dissidents, exploitation of migrant workers, and involvement in violent conflicts in Syria, Sudan, and Yemen—the World Surf League (WSL) has largely avoided similar scrutiny. This is partly due to its niche audience and lower media visibility.
However, the WSL has shown little hesitation in collaborating with controversial governments to further its goals. For example, it hosts several events in El Salvador, a nation led by a president who proudly refers to himself as the “world’s coolest dictator.” Among these events is the Longboard Championship final, which will take place just weeks after the WSL's debut in Abu Dhabi.
The WSL has also added an Abu Dhabi stop to its marquee Championship Tour in 2025, meaning that the Emirate will continue to be featured as a premier professional surfing destination.
“We’re looking forward to seeing what the Surf Abu Dhabi facility can deliver for the world’s best surfers – and the broader surfing world – in the future,” World Surf League CEO Ryan Crosby said last month.
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