A beginner's guide to 30A — one of the best-kept secrets among US beach towns

If you’re not from the South, you might not be familiar with the beaches of 30A. The region saw a significant rise in popularity during the pandemic, yet it remains a hidden gem for many travelers.

Regardless of your familiarity, the South's secret beach paradise is definitely worth discovering.

What exactly is 30A?

Referred to as the "Emerald Coast," it comprises a series of charming, distinctive beach towns in Florida, quietly situated between the bustling Panama City and Destin along County Road 30A. This area includes the beach communities of Rosemary Beach, Seaside, Aly's, and Santa Rosa Beach.

30A is free from typical tourist traps, large hotels, and sprawling condo complexes. Instead, it offers a more laid-back beach experience, filled with families rather than college crowds, and boasts local shops with devoted followings instead of chain stores.

Additionally, the towns along 30A provide all the shrimp, grits, and breathtaking views that will satisfy both your appetite and spirit.

Whether you’ve been curious about 30A for ages or are hearing about it for the first time, a visit might just make you one of the many families who return for a week each year.

Here’s everything you need to know to organize your inaugural trip to this beautiful stretch of Florida's Emerald Coast.

Where can you find 30A?

The name 30A originates from a specific road in South Walton County (County Road 30A) that stretches approximately 20 miles along the coastline of the Florida Panhandle. It’s situated roughly between Destin and Panama City.

The nearest airport is Panama City's Northwest Florida Beaches International Airport (ECP), located 35 miles from Seaside in the 30A region. This small, modern airport is convenient and hassle-free for arrivals and departures.

Alternatively, you can consider the Destin-Fort Walton Beach Airport (VPS) or Pensacola International Airport (PNS), which is about a two-hour drive away. Whichever airport you choose, renting a car is recommended for exploring the area at your own pace.

Beach towns along 30A

Traveling from west to east along County Road 30A, you’ll discover: Dune Allen Beach, Santa Rosa Beach, Blue Mountain Beach, Grayton Beach, Watercolor, Seaside, Seagrove Beach, WaterSound Beach, Seacrest Beach, Alys Beach, Rosemary Beach, and Inlet Beach.

Some people also consider Carillon Beach — which is just off U.S. 98 — as an honorary part of 30A. Additionally, places like Sandestin may also be included, so the definition of 30A can vary depending on who you ask.

Beyond just the list of town names, the key takeaway about 30A is this: Each community boasts its own unique character.

It's quite common for people to have a favorite community. I frequently hear statements like, "My family only visits Watercolor" or "Rosemary Beach is undoubtedly the best spot on 30A."

Each area has its own dedicated supporters. Sometimes, just a few hundred yards separate one charming community from another. While the geographical distinctions may be subtle, the vibes, layouts, architecture, and price ranges certainly differ.

Where to visit in 30A

Although it’s a small area, 30A has many layers and intricacies. Here’s an overview of what some of the communities are like for those planning their first visit.

Santa Rosa Beach

This area of 30A is relaxed, predominantly golf cart-friendly, and showcases a mix of architectural styles. You’ll find elegant four-story homes alongside cozy A-frame beach cottages all on the same street.

Santa Rosa offers public beaches with free parking, bike paths, and a variety of street-ready golf carts (also known as low-speed vehicles) available for rent.

There are numerous rental homes in Santa Rosa listed on platforms like Vrbo and Marriott Homes & Villas. For us, it was an ideal starting point for our vacations in 30A.

Some great dining options in Santa Rosa include Goatfeathers (which features a seafood market for takeout), Cafe Tango, and Local Catch Bar & Grill. Cafe Tango even provides catering for small groups and family-sized meals to go; perfect for when you want to relax and skip cooking without having to gather everyone for a dinner out.

Grayton Beach

As one of the oldest communities in the region, Grayton Beach has been drawing vacationers from the inland towns of northwest Florida and Alabama for over a century.

I've heard Grayton Beach referred to as the heart of 30A, a "crunchy" town, or even a "funky little beach community filled with free-spirited individuals."

In Grayton, you'll spot hand-painted peace signs adorning the streets and a prominently displayed VW van. You’ll also discover Red Bar — a beloved local hotspot. Although the original Red Bar tragically burned down in 2019, a new venue opened in its place during the summer of 2020.

Along with great drinks and music, the food here is impressive. The crabcakes (available on Friday and Saturday nights) are a fan favorite, and I can personally recommend the shrimp po'boy.

The cabins in Grayton Beach State Park are quite simple, but with rates starting at just $110 per night, they are also more budget-friendly compared to many local accommodation options.

Seaside

If you’ve watched "The Truman Show," you’ve glimpsed at least part of Seaside. This charming town is so beautifully designed and photogenic that it might appear artificial, making it an ideal setting for that movie.

It's genuine, though. It might be a bit more upscale than Santa Rosa Beach, yet it's still very accessible and highly walkable. Keep in mind that you’ll need to rent a cabana or beach chair to enjoy the main beach area.

Airstream trailers function as food trucks here, with plenty of outdoor seating to savor your meals. Make sure your smartphone is fully charged, as many of these trucks require you to place and pay for orders via your phone.

Bud & Alley's Taco Bar is a solid choice. Other popular eateries nearby include The Meltdown on 30A (think grilled cheese paradise) and Shrimp Shack.

I toured a two-bedroom cottage on Tupelo Street — directly opposite the spot where Jim Carrey famously circled the gazebo. If this represents the rental options in the area, you’re in for a delightful stay in Seaside.

Prominence

Prominence, located very near WaterSound, is a thoughtfully designed community featuring charming rental homes and cottages, a golf course, a serene lake, and several swimming pools.

This area also boasts various restaurants, food trucks, outdoor spaces, and a stage for live performances, yoga sessions, and more.

In the Big Chill area (formerly known as The Hub), you'll discover Macho Taco, Super Freeze ice cream, Hooked Sea to Table, Nectar Coffee and Wine, and Duos Bar, along with other eateries and shops for a quick bite.

Vacation home rental prices here can be more affordable compared to Rosemary or Alys Beach. It's an excellent option for those seeking community amenities without overspending their entire vacation budget on accommodation.

Alys Beach

Alys Beach is truly captivating.

If you're unfamiliar with the area, you would likely never suspect that Alys Beach is situated in the Florida Panhandle.

Alys Beach is a hidden gem that's right out in the open. The way the name is pronounced can often reveal if someone has visited; it's actually pronounced like 'Alice.'

The architecture features all-white buildings, and according to the Alys Beach website, the design draws inspiration from Moorish and Mediterranean styles, infused with elements from Bermuda and courtyards reminiscent of homes in Antigua, Guatemala.

I would liken Alys Beach to destinations like Mykonos, Turkey, and Portugal, along with other stunning, exotic locations. While it's definitely worth strolling around to discover its beauty, it has a rather exclusive vibe.

Access to the beach is restricted to residents and guests only, and you'll find the area surprisingly free of casual visitors just wandering about.

If you're feeling peckish in Alys, George's at Alys Beach is highly recommended for both lunch and dinner. Additionally, Charlie's Delights, a doughnut shop in the area, receives great reviews as well.

The rental cottages in Alys are absolutely stunning, starting at around $1,000 per night and going up from there. On the bright side, your Instagram feed—and perhaps even the next issue of Architectural Digest—will appreciate the beautiful photos you'll take while in Alys.

Rosemary Beach

Rosemary Beach combines the vibes of Seaside and Alys. It's such a fantastic destination that it's even recognized as one of the best places to visit in the U.S. according to TPG's list.

While it's gorgeous, Rosemary Beach isn’t as uniformly designed as Alys. It has more visible life and diversity along its charming, tree-lined cobblestone streets reminiscent of "Forrest Gump." Instead of the prevalent golf carts found in Santa Rosa Beach, you'll see many bicycles, so remember to drive slowly as you enter town.

Rosemary Beach features delightful restaurants and shops lining its streets. However, to enjoy the beach, you’ll likely need to rent a beach chair that’s set up along the sandy coast.

Where to stay in 30A

Most accommodations in 30A are home and cottage rentals. Some can be found through a nationwide vacation rental website, while local companies hold a near-monopoly on others in their specific areas.

For instance, don’t expect to find an Alys Beach cottage on Airbnb—you’ll need to make your reservation directly.

In Seaside, the lovely cottages nestled along the tree-lined streets near Tupelo are hard to surpass, especially if you’re not looking for direct ocean views.

In Prominence, there are multiple options for booking homes and cottages, with many managed by Panhandle Getaways. No matter how you choose to book, renting a home is an excellent choice for this area.

On our trips, we enjoyed having a private pool at our rental home in Santa Rosa Beach—a fantastic perk to complement the nearby public beach.

This five-bedroom house is spacious enough to accommodate two or three families comfortably. It starts at around $600 per night during the off-season and can rise to about three times that during peak season.

During spring and summer breaks, rates in 30A can double or even triple compared to the off-season prices, and longer minimum stay requirements are often enforced.

Here’s the link to the specific home rental we chose, Beachside Betty.

On a recent visit to Prominence, we secured a four-bedroom home through Panhandle Getaways for $700 per night all-inclusive in early August.

Our initial rental was sold, prompting a move to another property in the same neighborhood. While it lacked a private pool like the Santa Rosa Beach house we had the previous year, it included a golf cart, was within walking distance to a community pool, and was very close to the central area with shops and dining options.

In that community, owning a low-speed vehicle (like a golf cart) is a requirement for using one. These vehicles are becoming a hot topic in the area, so make sure to check the latest regulations and permitted zones if you're considering getting one.

The region also features traditional hotels and resorts, such as the Watercolor Inn, where standard room rates begin at $500 and can exceed $600 during peak season.

During the cooler off-season months, rates hover around $350 or more per night. While traditional hotel points can't be used at this resort, you can reserve through Chase using your Ultimate Rewards points at a value of up to 1.5 cents each if you have the Chase Sapphire Reserve®.

Another choice is The Pearl, which offers rates comparable to the WaterColor Inn. Located in Rosemary Beach, it provides complimentary beach chairs already set up for your convenience by the ocean.

If you're hoping to use traditional hotel points, you're mostly out of luck in the core of 30A, as chain hotels aren't prevalent. However, you can find chain accommodations fairly close to the area.

There's a Hilton Sandestin available for booking at 70,000 to 80,000 Hilton points per night. While it's not technically situated on 30A, it's only about eight miles from Santa Rosa Beach.

Also in Sandestin, you can find a Residence Inn and a Courtyard available for booking with Marriott points at the Marriott Category 4 and 5 award tiers.

Though not located directly in 30A, a new Hyatt Place on Panama City Beach is nearby, featuring a resort-style pool and a lazy river.

If you're looking to use some Marriott points, there are several delightful Marriott home rentals scattered throughout the area.

Keep in mind that homes can frequently shift between programs and platforms, so availability may vary from your booking date to check-in.

Tips for visiting 30A

Many guests typically reserve homes for an entire week, from Saturday to Saturday. If you plan to follow this schedule, be aware that traffic tends to peak during these Saturday transitions.

Consider arriving a day earlier and booking a hotel room in a nearby town to sidestep some of the congestion at the airport, grocery stores, and other hotspots as everyone arrives and departs around the same time.

If you're flexible with your travel dates, you can find significantly lower prices outside of the peak summer season. The area's popularity surged during the pandemic, leading to higher rates than a few years back.

Early May, late August, September, and even early October are excellent times to visit. Just keep in mind that late summer and fall coincide with the region's hurricane season.

If you're comfortable traveling during the cooler winter months when temperatures typically linger in the 60s and 70s, you can find home rentals at a fraction of summer prices.

Having a golf cart (or low-speed vehicle) rental could be advantageous if permitted in your chosen 30A community. Bike rentals are also a fun and popular option in the area.

It's wise to book bikes and golf carts well ahead of time. Also, make sure to confirm that golf carts are permitted in the areas you plan to stay and explore.

Moreover, while you're verifying details, be aware that the neighborhood listed for a home rental may not always be completely accurate. Some properties near upscale areas may mislead by claiming to be part of those neighborhoods, especially in initial search results.

Carefully read all the booking information and confirm the location by reaching out to the owner or property management if you have any uncertainties.

Access to public beaches differs among communities. While it's easy and free in areas like Santa Rosa Beach, others may impose fees or restrict access to non-residents.

During your stay in 30A, take the opportunity to explore other nearby communities. This will allow you to experience different areas and possibly discover a new favorite spot for your next visit.

Final thoughts

More people are familiar with Destin and Panama City than with the 30A region nestled between these two tourist hotspots.

I’m not here to criticize Destin or Panama City, as both feature stunning white sand beaches and mesmerizing blue-green waters. However, I prefer my vacations to be more relaxed and unhurried than what those popular beach towns typically provide.

For us, 30A was a delightful and unexpected Floridian gem during our first visit. We've already returned once and are seriously contemplating a third trip.

It turned out to be the easily accessible domestic beach escape we didn’t realize we needed until we discovered it.

I've enjoyed beach getaways (thanks to points and miles) in places like French Polynesia, the Maldives, Hawaii, and the Caribbean.

Yet, I can confidently say that the beaches in 30A hold their own against those renowned spots. The Emerald Coast's shores are stunning, unique, and definitely worth experiencing at least once.

As seasoned visitors know, you'll likely find yourself returning after your first trip.