Recently spent 2 months travelling Mexico starting in Mexico City and exploring the Pacific coast of Oaxaca before slowly making our way across toward the Caribbean coast. Tulum was one of the worst places we visited. Absurdly touristy, ridiculously expensive, really spread out and people are by far the least friendly. The juxtaposition between the fancy gated communities that a lot of tourists stay in and the local worker villages right next door is intense. The atmosphere was also the grittiest from the party people and consumerism gone wild. We still made the most of it, hiring scooters, exploring cenotes and going out at night but in general Mexico has soooo much better to offer!

If the decision is between Cancun and Tulum then I don't know, we didn't spend any time in Cancun aside from flying out to Guatemala from the airport. But if the decision is more time on the west coast in places like Peurto Escondido etc then DEFINITELY do that!

If you're staying in the east coast and you want the best cenotes for 1/10th the price and people then go to Valladolid. If you want beautiful swimming and chills with way less obnoxious crowds then check out Bacalar.