playa del carmen
Playa del Carmen is a coastal resort town known for its palm-lined beaches, coral reefs, shops, and restaurants.
Geographically, it lies in between Tulum and Cancún. Vibe-wise, it's kind of in between both, too. More here.
Important: if you're driving from Cancún airport down the coast, make sure you stop by Los Aguachiles in Playa. Tostadas tdf.