Cha Am is a popular and well known destination with a long, attractive beach that draws tourists in droves. The town has a much more laid back atmosphere than Hua Hin and is generally a lot quieter. Even so it can be extremely busy on weekends and holidays with coach loads of Thai visitors arriving for a few days of sun sea and sand. The beachfront dominates the tourist part of town which is also where most of the attractions and activities are located.
Some lesser known beaches are located further north such as Puk Tien and some tranquil and isolated beaches are scattered between Hua Hin and Cha Am, usually harder to reach or within a resort or hotel grounds.