Welcome to Undiscovered Florida

Off the beaten paths in Florida’s “undiscovered” wonders of nature, culture, and history.

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Florida will always be what so many travelers have already discovered—breathtaking beaches, family-friendly attractions, incredible dining and fantastic fishing. Indeed, Florida’s identity as the land of sun and fun isn’t going anywhere…but you will, when you take a second look at the Sunshine State and see more than you thought was possible. Beyond the palm trees and the theme parks stretch thousands of years of history, monumental and inspiring works of art, and a natural landscape so surprising, you’ll wonder how you never knew it was there.

Our guide to what’s undiscovered in Florida is divided into three sections—North Florida, which spans the 360 miles between Jacksonville and Pensacola and includes dense forests, crystal springs and the country’s oldest settlements; Central Florida, a heartland of vast prairies and preserves, shimmering lakes and surreal adventures in art; and South Florida, gateway to the Florida Keys and doorway to cultural experiences like nowhere else in the world.

Florida is one of a kind in ways that even residents aren’t aware of. Discover what makes a vacation truly memorable. Everything you didn’t know you needed is here in Florida.

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