In search of the new Tulum
Love Tulum’s palm-fringed beaches and arty, boho vibe? Then you’ll adore Mexico’s equally blissful, lesser-known beach towns, just waiting to be discovered
Looking for the best beaches in Mexico? It’s likely your first thought would be Tulum. The name alone conjures up visions of palm-fringed sands, hammocks rocked by the breeze, and majestic ancient ruins overlooking turquoise waters. For years, the town has drawn travelers to its sugary-white shores, jungle-chic aesthetic, and vibrant arts and music scenes. Yet as crowds continue to flock to this coastal paradise, there’s a growing excitement about discovering the next big boho beach town in Mexico. For those seeking a fresh escape with a touch of Tulum magic, consider these seven destinations stepping into the spotlight.
Isla Holbox: The wellness island
Flecked off the northern coast of the Yucatán Peninsula, Isla Holbox is a sliver of a sandbar island that brings a slice of the Caribbean to Mexico. The island’s pristine beaches, relaxed pace of life, and low-impact approach to tourism offer a refreshing change from the south’s more commercialized destinations. You won’t find a single car here—just pastel-splashed buildings and miles of undeveloped beach. Visitors mostly come for yoga, wellness activities, and fresh seafood plucked right from the water. Overall, the island’s commitment to preserving the environment, alongside its laid-back vibe and abundant wildlife, make it a standout choice.
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Todos Santos: The energy vortex
If you’re in search of new-agey spa treatments and shamanic ceremonies, Todos Santos in Baja Sur might be for you. This funky town is known within spiritual circles for its reputed energy vortex, which has been drawing artists, musicians, healers, and creatives for decades. The town’s desert-meets-ocean aesthetic and nearby surf spots make it one of Mexico’s best coastal escapes. Underscoring the bohemian spirit is its annual arts festival that draws global talent, plus an array of galleries and workshops. A flurry of chic restaurant openings and upscale yet relaxed hotels have also been solidifying its reputation as a boho beach paradise.
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Mazunte: The well-hidden one
Pulsing with “new Tulum energy,” Oaxaca’s Puerto Escondido is a surfer’s paradise already well known among savvy travelers. Explore a little farther south, though, and you’ll find Mazunte, a chill, lesser-visited, tucked-away beach escape known for its eco-friendly ethos, pristine beaches, sea turtles and crashing Pacific waves. Its laid-back vibe is perfect for those who want to disappear into jungle-covered nature without the crowds, join other barefoot visitors in strolling around the town’s organic restaurants and boutique hotels, or learn about marine life at the turtle center and museum. This small town also has some spectacular waves on its doorstep, ideal for more experienced surfers.
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San Pancho: The surfer’s escape
Buzzy and sociable Sayulita used to be the best-kept secret on the Riviera Nayarit, but the coastline continues to keep some stellar jewels close to the vest. A short drive away, San Pancho (officially San Francisco) offers a more relaxed experience. With a massive principal beach (boasting one of the coastline’s best surf breaks), community-oriented vibe, and commitment to sustainable tourism, San Pancho delivers the same sense of discovery and charm that radiated from the early days of Tulum. The town’s small grid of sandy streets, thriving local events calendar, and passion for cultural preservation help to maintain its authentically Mexican feel.
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Isla Mujeres: The underwater playground
A short ferry ride from busy Cancun, Isla Mujeres is truly a world away. On this idyllic island, golf carts outnumber cars, and crystal-clear waters teem with marine life, plus outstanding snorkeling and diving experiences—including at MUSA, an underwater installation of life-size sculptures designed to promote coral life. Other popular activities here include roaming Mayan ruins and sipping margaritas at palapa-topped beach bars. To be near the action, head to buzzy Playa Norte, while the southern half of the island is the place to be for rugged natural beauty.
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Bacalar: The natural wonder
Known for its “Lagoon of Seven Colors,” thanks to the kaleidoscope of blue-green hues, Bacalar is a breathtaking freshwater paradise. While not a traditional beach destination, the town offers everything you’d want from a boho coastal escape: lagoon-front restaurants, locally sourced food, funky boutiques, and access to all kinds of outdoor activities. You’re also not too far from some of the region’s best cenotes (natural sinkholes) and ancient Mayan ruins such as Kohunlich, which is far less visited than places like Chichén Itzá. While the town is gaining traction for its peaceful vibe and boutique accommodations, the crystal-clear waters and tropical jungle don’t hurt, either.
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Meagan Drillinger is a freelance travel writer and a Mexico destination expert. She has visited countries on six continents and her work has appeared in Travel + Leisure, AFAR, Forbes, The Points Guy, and others.
