There's been a change in the marketing strategy, it seems, for Florida's tourism agency Visit Florida.
Beaches have always been an integral part of getting visitors to come to the Sunshine State, but now the state is trying to showcase culture and restaurants.
In Downtown West Palm Beach, is the Historical Society of Palm Beach County. President and CEO Jeremy Johnson says it's one of the jewels of the cultural community.
"Attractions that our residents avail themselves on a daily basis," said Johnson.
Culture and art may be what the state is going for.
Visit Florida released some new ads recently promoting street art, restaurants, even craft beer.
This comes at a good time, as the state deals with an ongoing water crisis on both coasts.
Nerissa Okiye is no stranger to that kind of crisis being the Tourism and Marketing Manager for Martin County.
She says the county is following the states lead in promoting other things to do.
"When you're on vacation you want to go where the locals go, you want to go and experience the things they want to experience. Not everybody wants to go to the beach. Not everybody wants to go to a theme park. People want to do different things," said Okiye.
She says the county is promoting hiking and agri-tourism along with different festivals going on this Fall.