Rivers, lakes, beaches, trails, parks, and scenic vistas are all amenities. What makes them an attraction are the activities tied to each. So don't promote the river, promote the white water rafting. The stand-up paddle boarding. The canoeing or kayaking. Surfing. Photography or wild life viewing. Sand castle building. Hiking. Mountain biking. Fly fishing. ALWAYS promote the primary activity, not the amenity. Visitors are looking for activities, not amenities.