Alassio's beach is the reason the town became a resort in the Belle Époque, and the reason it still fills up every summer. The sand stretches for roughly 4 kilometres along the Baia del Sole (Bay of the Sun), sheltered by the curve of the coast and backed by the pastel-coloured hotels and villas that give the Ligurian Riviera its character. The seabed slopes gently, making it safe for families and inexperienced swimmers — a rarity on a coast where many beaches drop away quickly.
The beach is divided between private lido sections (with sunbeds, parasols, and bar service) and public stretches. In July and August it is busy; at either end of the season, particularly in May, June, and September, it is considerably calmer and the sea is still warm enough to swim. The views offshore include the silhouette of Isola Gallinara and, on clear days, the mountains behind Monaco.