Many people opt to stay on the main strip of Tulum Beach that borders the ocean, but travelers should definitely make time to venture into the actual town of Tulum. There are wonderful shops and authentic Yucatán Peninsula Mexican food, and you can experience the real feel of the area with the people who live there.
When I visited, we walked into a seated area that turned out to be a restaurant serving the best tacos, tamales, beans and rice, guacamole, and fresh-squeezed juice I've ever had — and all prepared in the kitchen of the restaurant owner's own house!