What once was “just another small town to pass through on the way to Cozumel”, Playa slowly began to grow as vacationers and others fell in love with the rustic beauty of the town and its pristine Caribbean beaches, and decided to stay. These new residents became aware of the potential Playa del Carmen had for future investment and began to buy land, at an incredible cheap price along what is now fifth avenue. Most of these new, young, settlers came from the Yucatan Peninsula, but there were also a few who came from Italy, France, Germany, Spain and North America - and with a vision of the future, and money to invest, they were welcomed graciously by the community. These outsiders all agreed that the charming fishing village town was a natural paradise, and that its appeal lay not only in its natural beauty but in the tropical ambience of its tranquil, rustic and relaxed atmosphere. But, of course, as more and more people discovered its natural charms and its economic potential, investment and development arrangements with the local Mayan population led to Playa del Carmen’s expansion as a tourist mecca, although it should be noted that at the time no one thought it would expand so much in such a short period, especially Fifth Avenue. Fortunately, however, something inspired these original investors to retain and develop Fifth Avenue as a pedestrian street rather than a beachside speedway, allowing it to flower into the bustling, fun “walking street” it is today.
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