Cha-am (ชะอำ) is a small, quiet beach town on the Gulf of Thailand. If nearby Hua Hin is too crowded and noisy for you, then Cha-am is the place to go.
Cha-am is not a major tourist hub, but there is still plenty to see. A fishing village north of Ruamchi Rd features Thai shops, fishmongers and restaurants. You could spend half a day touring the area and immersing yourself in one of the town's most important industry, fishing.