With these coastlines, year-round weather and world-famous attractions, it’s no surprise that Florida draws tens of millions of visitors each year. But a new survey suggests the state’s most rewarding stops may not be the ones people are planning their vacations around.
Research conducted by website-building platform Hostinger polled 3,000 U.S. travelers on which towns they believe have the most untapped tourism potential — and three Florida destinations landed on the national ranking!
Located in Highlands County, the colorful Lake Placid claimed the No. 1 spot overall, beating out cities in North Carolina, New York and Texas. The town is roughly three hours away from Miami and has built an identity around its bright murals, freshwater lakes and large caladium fields.
It’s actually known as the Caladium Capital of the World, a growing heritage it celebrates through local displays and events.
“If you head beyond downtown, you can find a handful of freshwater lakes made for fishing, boating or just relaxing,” the study reads. “Marketed together, its murals, independent stores and waterfront could turn the town into a leading day-trip destination in its own right.”
Ranked No. 8, Arcadia in DeSoto County earned its place on the national list through a combination of historic downtown architecture, antique stores and a ranching culture that sets it apart from Florida’s coastal resorts.
The Arcadia All-Florida Championship Rodeo (the state’s oldest) is known to draw significant crowds, but respondents noted that the city’s Western character and access to nearby rivers for paddling and wildlife-watching are available all year. There’s no reason to show up for just the big events!
Further north, Perry in Taylor County came in at No. 20. Recognized as the Tree Capital of the South, the rural city’s sense of place is shaped by its small-town streets and access to the much quieter Nature Coast, alongside a restored railroad depot and annual Florida Forest Festival. This event reflects the timber and transport heritage that shaped the area.
“Its appeal lies less in a single headline attraction than in the combination of regional history, outdoor access and an unhurried atmosphere. With stronger links between these elements and its local businesses, Perry could become a more natural stopping point for travelers seeking a less commercial side of the state,” per the study.
It’s all about visibility! Across all towns, the research points to a consistent gap between what a place offers and how easily travelers can find it. 32% of respondents said a quality local business website had persuaded them to stop somewhere they would otherwise have driven right past.
The most common deterrents were missing photos (14%), outdated information (11%), no website at all (11%) and no clear way to tell whether a business was even still open (10%).
When asked what would turn a drive-through into an overnight stay, 26% of respondents cited strong reviews and photos, while 25% pointed to a single standout local hotel, restaurant or shop. This suggests that just one memorable experience can carry significant weight, as long as people can find real proof of it before they arrive.