Abstract: A beach mat for maintaining a beach towel in a flat deployed position provides a barrier to the movement of sand onto the towel surface and comprises spaced side members interconnected at their ends by spaced end members and having an inner periphery defining a generally rectangular central opening. In one embodiment, the frame is filled with self-inflating resilient foam and has an air valve for allowing expulsion of air during compaction of the frame and maintenance of the frame in compacted condition for transportation and storage. In another embodiment the foam frame is folded for transportation and storage. Handles and a cup holder are provided. The frame provides a large upper surface for placement of advertising or other indicia for display.