A short drive to the west of Port Elizabeth is the surfing Mecca of Jeffrey's Bay (known colloquially as 'J-Bay'). The seaside town plays host to the world Billabong Professional surfing contest every July, and is famed for its 'supertubes', South Africa's perfect wave. The town is bustling, with several stores selling branded surfing gear, and several flashy cafes and restaurants. The long stretches of sandy beach around the town are also renowned for their shells.