Loreto is the Baja town that still feels like a town. It sits between the Sea of Cortez and the Sierra de la Giganta, with a low waterfront, a mission square, fishing boats, and islands just offshore in the national marine park.
The town has real history. Mision de Nuestra Senora de Loreto Concho was founded in 1697 and became the first permanent Spanish mission on the California peninsula. The old centre is small enough to walk, especially between the mission, plaza, and Malecon de Loreto.
The sea is the stronger reason to stay. Bahia de Loreto National Park protects islands, reefs, dolphins, sea lions, and seasonal whales; Isla Coronado is the classic day trip. Loreto is not as busy or polished as Los Cabos, and that restraint is a large part of its appeal.