Playa del Carmen, now one of Quintana Roo's largest cities, ranks right up there with Tulum as one of the Riviera's trendiest spots. Sitting coolly on the lee side of Cozumel, the town’s beaches are jammed with super-fit Europeans. The waters aren’t as clear as those of Cancún or Cozumel, and the sand isn’t quite as powder-perfect as they are further north, but still Playa grows and grows.