The main beach runs almost the full length of the lungomare, divided between a handful of free public stretches (the spiagge libere) and the colour-coded bagni — private beach clubs that rent out sun loungers, parasols and changing rooms by the day or week. The free sections cluster at either end of town and fill up early on summer weekends; the bagni in the middle keep things more orderly but cost around €25 a day for two loungers and an umbrella.
The sand here is fine and pale, more like the Tuscan Versilia than the gravel of nearby Varazze or Albisola. Water shelves gently — fine for kids — and there is a beach-volley court at the eastern end. The promenade behind the beach has the usual run of gelaterias, focaccia bars and seafood trattorias; it stays lively from late May until the end of September, after which the town empties almost overnight.