It is very tourist friendly and has lots to offer.
We were there 5 times in the 12 months last year alone. I love it.
Cozumel can easily be done on your own. Taxis to any of the beach resorts are $12-15 one way for a taxi of up to 4 people. And there are more taxis than sand in Cozumel...so don't worry about getting back to the ship.
We always go to Paradise Beach. It is a free beach with no entrance fee and no charge for lounge chairs, tables, umbrellas etc. Even internet at the bar is free. They just expect you to eat/drink while you are there.
They also offer a $10 wristband for the use of all their nonmotorized water toys like karaks, water trampolines, iceberg, snorkling and land toys like climbing a coconut tree for all day. There is a deposit for the equipment, but it is returned in full when you return the equipment (like snorkel gear). Tom and his group run a great beach resort.
There is also all inclusives like Nachi Cocom that is more quiet and more adult. No water toys. It is $49.00 a person (that does not include the taxi to get there and back). But that does include all you can eat and drink.
They have a pool and a swim up bar. They do offer snorkeling, but that costs extra.
Snorkeling from the beach at any resort is not as good as snorkeling the reefs. But some folks like snorkeling from Chankanaab Park. It is $16 a person for an entrance fee. I am not positive if that includes snorkeling equipment.
Have a great day in Cozumel...my FAVORITE port!!!