Cha Am is a family vacation spot, popular with Thais taking weekend breaks from Bangkok. Most foreign visitors tend to go to Hua Hin, which is about 25km away; Even I find that Cha Am is quiet... maybe too quiet, especially during the week.
What's more, if you're looking for idyllic beaches with white sands and a turquoise sea, then go elsewhere. As with Hua Hin, the sea is muddied by winds and I've never bothered to go swimming here.
I find that the area lacks charm and appeal. There are a number of luxury hotels that line the beach. You could always enjoy a massage(but you can do that anywhere in Thailand) so, apart from that, there's really not much else going on.I suggest you go further north to Petchaburi, where there are cool sites to visit including temples, caves and, sometimes, the two together. ChaAmseems to attract older visitors who are looking to relax.