Pag's appeal is in its contrasts: medieval stone town and planned Renaissance architecture at Pag Town; ancient wild olive trees at Lun; Europe's most notorious beach party scene at Novalja and Zrće; and the bare karst landscape itself, stripped by centuries of bora wind.
The island's most distinctive products — paški sir (sheep's cheese) and the Pag lace (paška čipka, UNESCO Intangible Heritage) — are both worth seeking out at source. Buy cheese from producers around Kolan or directly in Pag Town; see lacemakers at work at the Museum of Pag Lace on the main square.
For those who want quiet beaches away from Zrće, the coves along the eastern coast between Pag Town and the bridge have clear, calm water and very few people. The salt pans south of Pag Town have been worked since medieval times.