Although Cozumel is Mexico's largest Caribbean island (and its most populated), it wasn't until the 1960's that this once-sleepy fishing village became a tourist attraction in its own right, following a documentary in which Jacques Cousteau declared it one of the most beautiful areas in the world for scuba diving. These days, Cozumel is a major cruise port that welcomes more than 4 million cruise passengers each year and as many as eight ships per day. But even with all this progress, Cozumel has held onto its non-touristy side; only one-third of the island has been developed, leaving large stretches of pristine jungle and sandy beaches basically untouched. Yes, it's true: There's much more to Cozumel than duty-free shopping. (That being said, Cozumel offers darn good deals on jewelry, Mexican handicrafts, T-shirts and other souvenirs, mostly in the main town of San Miguel.) This small island, measuring just 28 miles long and 10 miles wide, lies off the coast of the country's Yucatan peninsula and offers incredibly diverse options for water sports-lovers, partly because of its proximity to spectacular coral reefs. Along with snorkeling, beach bumming and boating, scuba diving is one of the biggest draws to this sunny destination.