The 26-mile stretch of Florida's Gulf Coast known as 30A has emerged as a luxury hotspot, attracting affluent buyers from across the country, including the Northeast and West. Once a hidden gem, towns like Rosemary Beach and Seaside now boast soaring property prices, with median home values rising from $1.1 million in 2019 to $3 million in 2023. The area's popularity has surged due to increased visitor spending, which rose by $500 million in 2023 compared to 2019, as families seek quieter vacation spots. Real estate agents report a marked shift in demographics, with more buyers from cities like Chicago and Montana. Meanwhile, nearby destinations like Brean in Somerset face challenges as domestic tourism declines in favor of overseas trips, highlighting the varied fortunes of coastal tourism. Overall, 30A's blend of natural beauty and upscale amenities continues to draw attention, earning it the nickname 'the Hamptons of the South.'