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Our Mission

Our Mission

Waikīkī Beach Services (WBS) has been in operation on Waikīkī Beach since 1955, offering surf lessons, outrigger canoe rides, and beach rentals to visitors and locals alike.

The WBS founding mission was to deliver memorable ocean experiences to its guests through interaction with its skilled watermen, the Waikīkī Beachboys.

While the beach around us has changed over the years, the purpose and mission of Waikīkī Beach Services has remained the same:

  • Share our love and expertise of the Hawaiian arts of surfing and canoe surfing.
  • Perpetuate the legacy of the Waikīkī Beachboy.
  • Continue to act as stewards of our beloved Waikīkī Beach.

Our Commitment

At Waikīkī Beach Services, we live the value of “Aloha” by embracing diversity, fostering a respectful workplace, and caring for our community. We protect Waikīkī through beach cleanups, reef-safe practices, guest education, and reduced plastic waste, and support Hawaiʻi’s future leaders with scholarships in marine stewardship, community activism, trade skills, and Native Hawaiian studies—preserving our beach, culture, and spirit for generations.

Environmental Stewardship

  • Protecting the ocean and reef health

  • Beach cleanliness and litter reduction

  • Promoting reef-safe sunscreen use

  • Reducing single-use plastics and waste

  • Sustainable water and energy use in operations

Community & Cultural Responsibility

  • Preserving and sharing Native Hawaiian culture and traditions respectfully

  • Supporting local community programs and events

  • Offering scholarships for local students in relevant fields (marine stewardship, activism, trade skills, Native Hawaiian studies)

  • Partnering with local vendors and talent

Guest Experience & Safety

  • Ocean safety education for guests

  • High-quality, respectful customer service grounded in the value of Aloha

  • Accessibility and inclusivity in services offered

Employee Well-being & Inclusion

  • Fair pay, benefits, and safe working conditions

  • Diversity and inclusivity in hiring and promotion

  • Training in cultural awareness, environmental stewardship, and safety

Our Involvement

Waikīkī Beach Services is a registered business in good standing in the State of Hawaiʻi.

Waikīkī Beach Services complies with all State and Department of Land and Natural Resources (DLNR) rules and regulations, including, but not limited to, the rigorous testing of all our surf instructors, captains and operators. These tests can only be passed after years of apprenticing at an operating beach service in Waikīkī.  Our instructors, captains and catamaran operators are proficient in all levels of surf, outrigger canoe, and catamaran handling.

WBS is also an active member in the Hawaiʻi Visitor’s Bureau, Waikīkī Improvement Association and the Waikīkī Special Improvement District Association, all of which help to support the development of upkeep of beautiful Waikīkī Beach, it’s vendors and it’s visitors.

We look forward to having you as our guest. ALOHA.