Using beach visitation data collected via the administration of a questionnaire to 226 respondents, this paper estimates a random utility model of beach recreation. The relative value of selected attributes of beaches is estimated, and the recreational values of lost access to four Blue Flag beaches in the Nelson Mandela Bay area, namely Kings beach, Humewood beach, Hobie beach and Wells Estate beach, respectively are calculated to be R44.73, R24.61, R37.85 and R2.68 per person, per trip.