It got a reputation as a spot where influencers and wannabe influencers go. There were lines 35 people deep to take a picture sitting on the beach swing. I was flabbergasted. Personally... I'd rather go somewhere where I can actually use the swing.
I really don't love the trend of being more concerned with getting a picture of your travels than actually enjoying the place. I've seen people take pictures of their food for 10 minutes while it gets cold!
Cenotes, Chichen Itza and the Tulum ruins are awesome though. I went earlier in the day and it was quieter and mostly just older tourists.
