These days, it feels like artificial intelligence is taking over—from writing emails and accompanying Google searches to generating playlists and haphazardly curating vacation plans. But this summer, Martin County Tourism wants visitors and locals to detach from the digital algorithm and experience sunny days with a fully human perspective.  

This southeastern coastal region, nestled between Orlando and Miami (just north of Palm Beach), requires no digital screen to enjoy its 22 miles of idyllic beaches and charming towns like Stuart, Hobe Sound and Jensen Beach. Here, you won’t find computer-generated itineraries or chatbot recommendations. Instead, discover a place where real people create unforgettable memories and genuine connections outshine digital interactions. 

With natural beauty enveloping the area, the Martin County Office of Tourism & Marketing is putting a playful spin on the concept of AI by launching the tourism industry’s first anti-AI campaign, “AI Means More Here.” Rather than “artificial intelligence,” AI stands for Artisanal Interests, Amazing Islands, Adventurous Ideas and so much more. The cheeky campaign invites visitors to experience the “Authentic Inspirations” that simply can’t be found digitally. It’s all about experiences that are natural, human-powered and full of heart. 

“With this campaign, we’re inviting people to rediscover what travel is meant to be: real, rejuvenating and rich with human connection,” says Nerissa Okiye, the Martin County Tourism Director. “When you come to Martin County, you’re not just escaping your routine. You’re stepping into a place where nature, creativity and community converge.” 

In the spirit of discovery, here are five “AI swaps” you’ll experience in Martin County. 

AI No. 1: Active Immersions 

In Martin County, outdoor adventure awaits. The region has more than 115,000 acres of park and conservation land, including Jonathan Dickinson State Park, the largest state park in the southeastern part of the Sunshine State. The area’s award-winning ecotourism program Explore Natural Martin features expert-led eco-tours in the parks, trails, estuaries and nature preserves. The best parts? It’s free, and available to visitors and residents. Popular sessions include specially permitted sea turtle walks, birding excursions and moon observation nights, each blending education with sustainable tourism through their ongoing partnership with Leave No Trace.  

AI No. 2: Artistic Inspiration  

Everyone can embrace their artistic side in Martin County. Here, a supportive art community thrives, bringing both classic and modern-day perspectives to life. Visitors can sign up for classes in artist-driven spaces like Aya Fiber Studio, Splatter & Sip Studio and Stuart Ceramics. Those interested in performance art can catch shows as the historic Lyric Theater, the intimate Barn Theatre or the A.C.T. Studio Theatre. Get inspired by connecting with real-life artists through MartinArts, the Martin Artisans Guild, and the Jensen Beach Art Cottages.  

AI No. 3: Aquatic Itineraries 

If it’s coastal charm you’re looking for, then find it on any of the 22 miles of Martin County beaches. Add in the inlets, lakes, rivers and other waterways, and you have yourself a full lineup of aquatic adventures. Feel the breeze as you paddleboard or ride along on an eco-boat tour. Or, if you’re looking for something with a little more adrenaline, book a water-skiing session with Hobe Lake Ski Club or a surf lesson with Ohana Surf Shop.  

For the avid angler, Martin County is home to more than 800 species of fish, including pompano, red grouper and freshwater bass—and there is no shortage of fishing charters to help you reel in the memories. The City of Stuart is even nicknamed the Sailfish Capital of the World. 

AI No. 4: Appetizing Indulgences 

All this activity is enough to make anyone work up a healthy appetite. Good thing Martin County has your gastronomic needs covered. From farm-to-table eateries and hidden gem seafood shacks to fine dining restaurants on the water, a range of dining options await. And if you choose to do your own cooking, check out the area’s authentic farmers markets, like Stuart Main Street’s weekly Market on Main and the Hobe Sound Farmers Market. 

Martin County also takes its agricultural production seriously, offering “Fresh from Florida” ingredients. Agritourism experiences like farm dinners with celebrated chefs at Kai-Kai Farm in Indiantown, locally-crafted mead tastings at Hani Honey Company and the award-winning chocolate from Castronovo Chocolate. 

And let’s not forget about the drinks. Frazier Creek Brewing and Distilling Co. is the recent recipient of USA Today’s #1 Best New Brewery recognition from its 10Best Readers’ Choice Awards. This “brewstillery” is also part of the fun Treasure Coast Wine, Ale & Spirits Trail, which includes intimate settings of small nano-breweries and larger establishments across the region.  

AI No. 5: Alluring Invitations 

Imagine this: Falling asleep amid tranquility and waking up to the sights and sounds of this peaceful, charming setting. Defined by warm hospitality and a laid-back pace, Martin County stands out as a welcome escape from the digital noise of today’s world. Modern options include waterfront resorts like Hutchinson Shores Resort & Spa and the newly renovated Marriott Hutchinson Island Beach Resort, Golf & Marina. Tap into Martin County’s Old-Florida appeal with a stay at the historic Old Colorado Inn or the Seminole Inn, both restored with the right balance of nostalgia and modern comforts.  

Join us in embracing the human touch in travel, because some experiences are too precious to be left to machines. We invite you to unplug, unwind and rediscover what travel is truly meant to feel like. 

Plan your getaway at noaineeded.com.

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