Since the 1880s, savvy marketers have been luring visitors to Naples, Fla., with the promise that this coastal town had the same healing powers as its Italian namesake. A rumor also circulated that the emerald green Gulf water was a notch above the Mediterranean. That’s still up for debate, but what is not is that Naples is having its moment. The city is distinctly orderly, with landscaping reminiscent of Japanese gardens and “Truman Show” -level cleanliness on the streets. Naples is often overshadowed by its splashier cousin to the East (that would be Miami). But it has a vibrant downtown flush with high-end accouterments — a luxury pet boutique, a fancy popcorn store, top-notch ethnic and seafood restaurants, art galleries and a relaxed, good-time feeling (most evident when sampling the night life) — along with natural beauty that ranges from lush wetlands to white-sand beaches. It’s no wonder that everyone, including Europeans and young professionals, is flocking to this sliver of Florida’s gilded coast. Naples’s days as a sleepy backwater and humdrum retirement community are over.

Friday

1. Sunset Cruise | 5:30 p.m.

Naples is, first and foremost, about the water — that calm expanse of the Gulf of Mexico, with waterways snaking into downtown via Naples Bay. While there are a few options for sunset cruises, Sweet Liberty is a 53-foot catamaran that feels intimate with a 40-person maximum ($29.50; $20 for children 12 and under). Departing from the centrally located marina, the two-hour cruise starts coasting through the canals of the upscale Port Royal neighborhood while the captain gives a guided real-estate tour, pointing out houses with multimillion-dollar price tags. Once the boat makes it into the open sea, keep your eyes peeled for dolphins. Reservations are strongly recommended; bring your own alcohol.

2. ­Persian Perfection | 8 p.m.

Good ethnic food doesn’t usually come to mind when one thinks of a city as ethnically homogeneous as Naples, but bha! bha! Persian Bistro (the name means yum yum in Farsi) is a culinary offering downtown that could easily compete in Los Angeles or New York. Tables on the patio are quieter than those inside. Start with a saffron lemon grass martini. For appetizers, try the pistachio lamb meatballs, mango garlic shrimp and eggplant and artichoke. The ginger, carrot and tamarind lamb, Persian-style seafood paella and spicy tabrizi apricot chicken are all outstanding entrees. Save room for baklava and the apricot ice cream. Dinner for two with drinks comes to about $125. Note the intricate Persian lacquer boxes and miniature paintings adorning the restrooms.