According to a report by Mexican newspaper El Universal (in Mexican), a group of armed men arrived at the site around 2 p.m. UTC and fired at pointblank range, killing three men who were sitting under a palm tree. The barrage of bullets also hit a man and a woman who were in close range and caused them injuries. They were taken to the hospital by emergency services. The five were not identified at the time of publishing this report.
Eyewitnesses told SBS that tourists frantically fled the beach when the shooting started. The BBC quoted a tourist who was on the beach at the time of the attack as saying: "We heard the shots and just ran to get somewhere safe; it was automatic weapons fire.”