Costa Maya is just as everyone has stated. However, Majual is the fishing village that is just about a mile away from the pier. You can rent golf carts there. There's a nice little beach in Majual, a town of about 100, mainly a fishing village. There's a cute little bar/restaurant on the beach.
We did a fantastic snorkel through the ship. It goes to the same reef that you snorkel on in Belize and Roatan. Honestly a great snorkel trip. They were building more "Americanized" attractions, like a Senor Frogs. There is a museum there, but we didn't go in it. I would have liked to have done the ruins, too, but didn't have the time. I would not mind going back at all.