About Discover Florida

A Passion for Florida

I'm Scott — an American traveler who got his first passport in 2002 and has since explored 40+ countries. Florida captivated me with its incredible diversity — world-class beaches, untamed wilderness, vibrant culture, and a warmth that goes beyond the weather. This is how decades of obsessive trip planning became the travel guide I wished existed.

Scott · American · First passport: 2002 · 40+ countries traveled

Travel has always been my escape from the rat race — and honestly, I enjoy the planning almost as much as being there. Researching destinations, mapping routes, finding that perfect spot. Florida has been one of the most rewarding places I've explored — the diversity of landscapes, the incredible food scene, and the way world-class beaches sit alongside untamed wilderness.

From the art deco streets of South Beach to the tranquil waters of the Keys, from fresh stone crab in a waterfront shack to watching dolphins at sunset on the Gulf Coast — Florida delivers experiences that stay with you. The variety, from theme park thrills to quiet nature preserves, is unlike anywhere else.

I'm not a travel blogger. I work in healthcare IT. But Florida keeps pulling me back, and I finally decided to put everything I've learned into something useful — a site with honest prices, video content from the places I've actually been, and an AI trip planner that builds real itineraries. It's the resource I wished existed when I started planning my first trip to Florida.

Our Story

The Journey So Far

2002
The Passport

Scott gets his first passport and begins exploring the world. 40+ countries would follow — but certain destinations would leave a deeper mark than others.

First Trip
First Landing: Miami

The first trip to Florida. South Beach's art deco skyline, the buzz of Little Havana, the first taste of Cuban coffee and stone crab. The realization that Florida has so much more than theme parks. The obsession begins.

Exploring
Beyond Miami

Key West, Tampa, St. Augustine, the Everglades, Sanibel Island. Each trip goes deeper — from the tourist highlights to the places only locals know. Florida's coastal highways make the entire state accessible, and every region reveals something new.

2025
Discover Florida Launches

The travel guide Scott wished existed finally becomes real — with video content, an AI trip planner, and honest recommendations. Not recycled content from press trips. A real guide built by someone who loves this state.

Meet the Team

The People Behind the Pages

Scott Murray
Scott
Founder · Writer · Videographer

Healthcare IT professional by day, travel obsessive by every other waking moment. Based in Southern California. Got his first passport in 2002 and has since explored 40+ countries. Florida captured his imagination with its incredible diversity — world-class beaches, untamed wilderness, vibrant food scenes, and a warmth that goes beyond the weather. Enjoys the trip planning almost as much as the travel itself.

40+
Countries traveled
20+
Years of travel
San Diego
Home base
Our Promise

What You'll Never Find Here

I built this site because I got tired of Florida travel content that's secretly a press trip recap or a sponsored hotel review dressed up as honest advice. Discover Florida exists because I wanted the resource I wished I had when I started planning my first trip.

0
Sponsored posts
ever
0
Press trips or
free hotel stays
20+
Years of
travel experience
100%
Real prices in
USD
If I recommend it, I've been there. If I list a price, I've paid it. If I tell you to skip something, I've wasted my own money there first. This is a truthful, fact-based site — and I want you to feel like you've experienced it with me.
What We're Building

More Than a Travel Blog

Discover Florida isn't a collection of "Top 10" listicles. It's a living resource built on real experience and technology that actually helps you plan a better trip. Here's what makes it different:

  • 🎥 Video guides for select destinations — see the beaches, parks, and landscapes before you book
  • 🤖 An AI trip planner that builds custom itineraries with real prices, not hallucinated estimates
  • 💰 Every price listed in USD, updated regularly based on what I actually pay
  • 🚗 Road trip logistics — driving routes, rental car tips, and the details that make Florida travel seamless
🏖️
Destination Guides
Deep dives into each region — not surface-level overviews, but neighborhood-level detail with real logistics.
📹
Video Content
Real footage from Miami, Key West, Tampa, and more. See the beaches, parks, and landscapes before you go.
🗺️
AI Trip Planner
Describe your dream trip and get a custom day-by-day itinerary built on real experience.
📧
Itinerary Downloads
PDF itineraries you can take offline — complete with maps, booking links, and transport details.