Meia Praia is the long curving beach that defines Itapema — roughly six kilometres of pale sand running from the southern fishing colony at Canto da Praia up to the northern boundary with Porto Belo. The southern half is more built-up, with the main beachfront avenue (Avenida Nereu Ramos) lined by condominiums, sodas, and beach kiosks; the northern half thins out into quieter stretches.
The sea is open Atlantic but the wide bay protects it from the worst of the swell — fine for swimming, with a steady but manageable wave breaking on a gentle gradient. Summer brings tight crowds and a constant procession of vendors selling açaí, espetinhos, and beer; out of season you can walk an hour without seeing more than a handful of joggers and dog-walkers.