Florida’s panhandle is an interesting place. On one hand, it’s associated with some of life’s messier adventures—like an extended spring break in Panama City.
On the other hand, you might know the panhandle as the Emerald Coast, home to crystalline waters comparable to the world’s most stunning tropics.
Somewhere between both poles of the Florida panhandle experience is South Walton, an area that’s home to distinct beachside communities along the 30A highway. To call it an unexpected surprise wouldn’t be a stretch.
In SoWal, you’ll find the same white-sand beaches and emerald waters as other panhandle locations. But you’ll also notice a variety of charming downtown shopping districts, white-washed homes inspired by the Mediterranean, and dozens of family-friendly offers.
This town takes its casual-but-austere beach identity seriously—and you’ll feel that originality immediately.
If you’ll be heading down Florida’s 30A highway anytime soon, don’t miss out. I’ve created a list of the most attractive elements of this town, from its take on free art to its daring architecture to its host of family-oriented amenities.
Who knows how long South Walton will stay under the radar?
Art installations: On land, in the water
I don’t typically associate Florida with fine art—even if Miami regularly hosts Art Basel. But South Walton residents aren’t quite like others in the state. Many put a strong emphasis on local art.
The Santa Rosa Beach neighborhood is home to a few galleries that showcase work from photographers and painters. Gallery owner Andy Saczynski is a bit of a local legend, from what I’ve read.
Shops aside, I’m intrigued by the Monarch Art Trail. It’s a new outdoor sculpture project managed by the Cultural Arts Alliance of Walton County. The focus is on monarch butterflies, which regularly stop in South Walton on their 2,700-mile-long migration.
Head to South Watersound’s Parkway between Highway 98 and 30A. You’ll see eight different monarch sculptures beautifully nestled into the wild landscape.
If swimming is more your thing, you’ll still be able to enjoy SoWal’s art scene. The Underwater Museum of Art is a sculpture park built on the ocean floor 58 feet from the surface. Every year, the museum selects a sculpture to add to its collection. It’s by far the area’s biggest eco-tourism venture—one that provides much-needed shelter for marine life.
Upscale dining, down-to-earth vibe
SoWal has something for everyone. Though Destin and Panama City are known for their casual adventures and laid-back atmosphere, South Walton has more of a Miramar Beach vibe (in fact, Miramar is officially part of SoWal).
Guests have the option of pursuing luxurious dining, spa treatments, and more. This emphasis on luxury hasn’t gone unnoticed. SoWal is sometimes called the ‘Hamptons of the South’. (More on this below in the section on Alys Beach.)
Fine tastes aside, you can also keep it casual. Residents in South Walton have worked hard to keep things local; most of the shops, restaurants, and boutiques are small-scale operations. That goes a long way in fostering diversity, allowing galleries like Saczynski’s to thrive while also opening the doors to upscale spots like Bijoux and Café Thirty A.
A new family-oriented Florida
As mentioned up top, South Walton is great for family-oriented trips. Officially, this area includes 16 beachside communities that all have their own flair.
Families usually head to WaterColor Beach, as all the essentials are within walking distance. Rosemary Beach is another great choice, as the quaint downtown area is both casual and charming.
Aside from a smattering of family-friendly hotels, resorts, restaurants, and beaches, South Walton’s tourist authority also hosts weekly shows during high season. For example, Scallywag Sunday is a beach event that offers two magic shows at 7 pm and 8 pm at Miramar Beach. Both are free to the public.
My obsession: Alys Beach
The first thing that caught my eye about South Walton is its exclusive Alys Beach neighborhood. That aforementioned reference to the Hamptons was likely targeted at Alys Beach, as only those willing to fork over small fortunes will be staying here. And those willing to follow strict guidelines.
Alys Beach sees so many celebrity guests that it has an official photo policy, similar to a gated community. Visitors aren’t allowed to snap any photos of the homes. No influencers allowed, no marketing teams, no music videos.
Would I make the cut for a stay in Alys Beach? Probably not. Would I desperately cling on to a friend who would? Depends on who’s watching.
But if you have the chance to stay in South Walton, I’d recommend at least popping through the streets of Alys Beach to see how the other half lives. Just don’t take any photos.