Concierge.com's insider take:
This overgrown fishing village, where fishermen sell their daily catch on Playa Principal, is a charming place to linger over a michelada (beer with lime and ice in a salt-rimmed glass) along the malecón. Apart from the small Museo Arqueológico de la Costa Grande (Paseo del Pescador; 52-755-554-7552), which displays murals and pre-Hispanic artifacts from the region, the main thing to do here is shop. Vendors sell seashell trinkets and painted plates in stands on the sand and at the Mercado de Artesanía on Calle Cinco de Mayo. Gourd masks cover the walls at Casa Marina (9 Paseo del Pescador; 52-755-554-2373), a cluster of small folk-art shops. The best souvenir is the local coffee, which is sold in the nearby Mercado Municipal (Avenida Benito Juárez). Once they've explored the town, travelers tend to zone out for hours in sea-facing pools or hammocks on the sand, rousing themselves for dinner and a bit of lightweight partying at downtown's small restaurants and clubs.