While Cha-Am successfully caters for foreign tourists, it remains a Thai resort, with a large majority of Thai tourists. So if you are looking for the "real Thailand", for an "authentic experience", well this is it! However, the sea isn't really crystal clear, so if you want to do some diving or snorkelling, you should go further down south, to an island like Ko Tao or Ko Pha Ngan. Please also note that there is hardly any nightlife in Cha-Am. There are much better places elsewhere if you are after partying and nightlife action.