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

Neighborhood Spotlight: The Beaches

Come surf, kayak, paddleboard, swim, dive, boat, fish and explore Jacksonville’s unique coastal shores. The city’s beaches include Jacksonville Beach, Neptune Beach, Mayport Beach and Atlantic Beach. They are home to surf shops, fresh seafood restaurants, quaint beach boutiques and parks like Hanna Park and Dutton Island Preserve.

Explore Jacksonville's beaches and waterways.

An orange and blue graphic that says "Inside The Flip Side of Jacksonville, FL"
Inside the Flip Side

Learn about all there is to see and do in Jacksonville on Inside the Flip Side.

Inside the Flip Side
Photo by: Ken McCray

Events

Get a “first look” at what's going on in Jacksonville.

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Outdoors

Minutes away from Jacksonville's city center, a natural wonderland awaits. Let's Have an Adventure!

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A Love Letter from Jacksonville

A Love Letter from Jacksonville

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