When I think of Jacksonville, I think of two things: Shahid Khan and Jaxson de Ville.
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If you’re a fan of sports, you might know them both. Shahid Khan is a famous businessman and owner of the Jacksonville Jaguar NFL team—and Jaxson de Ville is its intrepid, larger-than-life mascot.
Also, I know Jacksonville is by the beach. That’s about it.
In reality, this East Coast metropolis is far and away Florida’s largest city. It’s home to close to one million residents—far overshadowing Miami, Tampa, Orlando, Tallahassee, and beyond. The closest contender is Miami with 460,000 residents, as per 2024 estimates.
Is there a reason Jacksonville hasn’t climbed to the same heights as other famous Florida vacation destinations?
Is it a matter of weather, tourist infrastructure, and beachy vibes?
Let’s dig in to explore why Jacksonville flies under the radar for most of us—along with the tours that highlight why this city is worth exploring. It’s time to fall in love.
Why has Jacksonville flown under the radar?
Jacksonville has flown under the radar for tourists heading to Florida for two main reasons.
First and foremost, it has a serious urban sprawl, even more so than other suburban Floridian centers. That type of sprawl rarely packages up well for tourists because of transportation costs.
That being said, hotspots around Jacksonville like Ponte Vedra and Amelia Island regularly attract hundreds of thousands of guests. nd it’s also got one of the larger downtown areas in Florida—home to skyscrapers, a financial district, and a massive NFL stadium.
The second reason Jacksonville isn’t quite as popular for tourists is that it’s close to Georgia. With the state border so close, Jacksonville is sometimes clumped more broadly with other Southern cities… not destinations like Miami and Orlando.
Maybe Jacksonville is just a harder egg to crack than the other two cities, which have well-trodden tourist tracks and larger-than-life reputations. And what’s one of the best ways for tourists to get a closer look at the true identity of a city?
Its tours. If you want to know more about what defines this city and life for its residents, make sure to keep some of the best tours in Jacksonville on your radar.
Best tours in Jacksonville
CraigCat Boat Tour
Want to experience a go-kart-on-water while you explore Jacksonville’s gorgeous Fernandina Beach? Welcome to the CraigCat, a specialized and small boat.
You’ll get to enjoy the waterways of Amelia Island while also keeping a lookout for marine wildlife like dolphins. Just be sure to get a good night’s sleep beforehand, as you’ll be driving the CraigCats alone.
Guided Arcimoto FUV Tour on Amelia Island
No idea what Jacksonville has against normal vehicles, but the arcimoto sure looks fun.
These two-person mini-vehicles are electric and easy to maneuver. That bodes well for this tour, as your guide will point out some of the coolest spots on Amelia Island. You’ll learn about history, architecture, and more.
Amelia Island Guided Kayak Tour of Lofton Creek
If the arcimoto sounds a little weird, head to the water instead. This guided kayak tour lets you meander through Lofton Creek, exploring Amelia Island from its swamp-like canals.
From the pictures, it looks like a foray into the area’s gorgeous natural scenery. There are also plenty of families who go on the tour, hinting that the tour is more mellow and exploratory than a full-steam ahead type of kayak adventure.
Guided Kayak Eco Tour
This guided kayak tour is different than the one listed above in two ways. First, you’ll have a Master Naturalist at your side who can point out distinct flora and fauna—with a few factoids thrown in, of course.
This tour also places a stronger emphasis on wildlife sightings, from shorebirds to gators.
Half-Day City Tour in Downtown Jacksonville
Hear what makes Jacksonville cool from the horse’s mouth. This tuk-tuk tour takes you straight to the city’s most popular spots, from Veterans Memorial Arena to Friendship Fountain.
As an added bonus, the tour guide will pick you up from your hotel (in most cases).
Jax Brewery Tour (Drinks Included)
If history isn’t your thing, head to the boozy tuk-tuk instead. This 3.5-hour tour takes you around the city to four of its most beloved, locally-owned breweries.
Not only do you get to sample local ales and lagers, but—once again—the guide will pick you up and drop you off at your hotel.
75 Minute Jacksonville Candy and Cocktail Guided Class
If beer isn’t your thing, sample this cocktail-making course. But know that it comes bundled with a candy class at Sweet Pete’s Candy.
It’s best for those who want to learn about the making of cotton candy and similar treats… along with hyper-sweet cocktails. Given Sweet Pete’s is a bit of an institution, this is a great way to dig a little deeper into Jacksonville’s identity.
Riverside/5 Points Culinary Tour
Eat and drink your way through Jacksonville’s tastiest neighborhood, Riverside. This tour sounds amazing for a few reasons.
First, your guide is there to help you pair food and wine. Second, it’s a walking tour, meaning you won’t feel overly full with those little breaks. Third, Riverside is scenic as hell, letting you soak up one of the city’s prettiest neighborhoods.
Riverside Brunch Tour
If you’re a big fan of brunch, go with this food tour instead. You get the same great experience in Riverside—just with a brunch-centric focus.
Keep in mind that this tour is for people over the age of 21. The best brunches are boozy, after all.
