Come to Mexico for a Great Vacation ... at Starbucks?

Playa del Carmen's Beaches

I've complained before that people come down for vacation to Mexico and in reality see nothing of Mexico.  But forget about culture, history and tradition.  We know 95% of tourists simply don't care about that stuff. But what about the wide, beautiful beaches that made places like Playa del Carmen and Cancun so famous?  It's the same story.

This afternoon my family and I went down to the beach. Weaving our way through the crowded Fifth Avenue (the main tourist street, running parallel to the beach, a block or two away) we saw crowds of mostly non-Mexican tourists (including many Americans, Canadians, Europeans, etc.)  A block and a half later, after about 2 minutes of walking, we arrived to the beach.  I would say about 90% of the people were Mexicans - a complete turn around from the trendy main drag, filled with stores and restaurants that you could easily find in any major North American city.

We arrived in the mid afternoon when it was still warm and sunny, and stayed until the early evening when the sun had gone down.  I waded in the water with my kids, and later went into the water alone, floating on my back and looking at the stars and moon above me.  It was absolutely beautiful!

Yet, I couldn't help but wonder; why do all these Americans, Canadians and Europeans spend so much money to come to come to the beach, and then not go to the beach?  The big selling point here in Playa del Carmen is the beaches, which are some of the world's most beautiful - so beautiful and relaxing, in fact, that they made me (a former and very decided hater of beaches) fall in love with beaches.  Yet instead, they go to drink beer at a bar.

It's not only downtown.  I've been to resorts and seen pictures of others, where it's the same story.  The pools, beach clubs, restaurants and tennis courts are full of people and alive.  If there are lounge chairs or canopy beds down where the sand begins, an adventurous spirit may wander down.  But the actual sand of the beach is empty of northern tourists, and you would think there's something wrong with the water, since no one's in it (even now in the middle of "winter" the water is comfortably warm; these tourists wouldn't know that, though.)

So, just my same question again - why would you spend all the money to come down here, and instead of enjoying some of the most beautiful beaches to be found, go to Johnny Rockets and Starbucks?