Welcome to the Flip Side of Florida

If you had to sum up Jacksonville in a nutshell, it would be a boiled peanut: a secret recipe, an unexpected delight, a reason to pause instead of passing through.

Yes, we have 22 miles of beaches, year-round sunshine, world-class museums, and all the extras you’d expect from a city our size, but Jacksonville offers a different take on the basics. We’re a little bit country, and a whole lot of (Southern) rock n’ roll.

Throw a dart on a map of Florida, and you’ll likely land on a pretty beach, a theme park, a golf course, or a crystal-blue pool. But if you’re open to something a little different, you’ll find a slice of Florida that locals love. Don’t worry, you’re not flipping out. You’ve just never been to Jacksonville — the Flip Side of Florida.

Explore Our Trails

Flip what you know about Florida. Busy beaches and theme parks? That’s further south. We’re talkin’ a different style of Sunshine state of mind. Think manatees, not mermaids. More magnolias than palm trees. Less shuffleboard, more surfboards. World-class golf greens, and delicious collards. A hot bar scene, and even hotter sandbars. Don’t worry, you’re not flipping out.

You’ve just never been to Jacksonville - The Flip Side of Florida.

Enjoy our 22 miles of beaches, extensive park system, world-class fishing, historic neighborhoods, family adventures, impressive museums, eclectic street arts scene, creative coastal cuisine, delicious craft beer and so much more!

a dark blue map of Florida with major cities in yellow and a red star for Jacksonville, FL

Jacksonville's Neighborhoods

Plan Your Trip

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A Love Letter from Jacksonville

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