The beach is Cha-am's entire reason for being. A near-continuous strip of pale sand runs south from the town for the better part of eight kilometres, backed by casuarina trees and the seafood restaurants and beach bars of Ruamchit Road. The water is shallow and calm, and the gentle shelving makes it safe for children. Deck chairs and striped umbrellas are available for hire the length of the beach.
On weekdays the atmosphere is genuinely relaxed — a few local families, some retirees taking a morning walk, the odd vendor with a cart of grilled squid. Weekends bring busloads of Bangkok office workers and the scene turns festive, with Thai pop blasting from restaurant speakers and horse rides appearing on the sand. If you want peace and quiet, time your visit for midweek.