The Mayan ruins Tulum gets its name from -- they are among the better-preserved coastal ruins of Mayan civilization. They're nearby and relatively compact, making for an easy half-day trip and leaving time to explore the modern town of Tulum or spend some time on the beach.
"Natural water park" with tons of snorkeling in a sheltered harbor. Great place to see lots of types of fish, stingrays and manatees, without getting on a boat. Affiliated with Xcaret, who run a few other eco-adventure parks as well -- this is the only one we've done so far, but you could easily spend a full day here.
Tulum is a smallish city but has some good restaurants, bars and shops. South of town, there's also a long stretch of smaller hotels, restaurants and music venues along the beach.
Probably the most famous Mayan ruins. This is considerably further away (~2 hour drive) but can be done in a (full) day trip.
Fishing village turned vibrant town of the Riviera Maya -- lots of shops and restaurants, in addition to more nice beaches and snorkeling spots.
This company has several options for sailing tours -- some include stops at good snorkeling spots.