Loano's beach runs for about a kilometre along the town waterfront, a mix of private lidos with sunbeds and umbrellas and free public stretches. The sand is grey rather than golden — typical of the Ligurian coast — and the water is clear. The beach is quieter and less crowded than at nearby Alassio or San Remo.
The promenade behind the beach is pleasant for an evening passeggiata. In summer the town fills with Italian families on holiday, mostly from Piedmont and Lombardy, and the atmosphere is thoroughly local — this is not a destination that has been overrun by international tourism.