I don't know why some people are so outraged. It's not any different to well established practices in other countries. Germany, Austria, Netherlands, Italy (Alps part)... all have similar guest fees. Sometimes you pay them as part of your stay, sometimes separately.
Yes and no. Things like beach usage might have a fee attached if you're not a resident which is then waived if you paid the hotel tax. There's also going to be free beaches, but don't expect those to be nice, have kiosks, whatnot. Essentially municipal-level private beaches.
I know at least one german municipality where the beach is only allowed to be entered with a Kurticket, at least thats what a sign says, I didnt need to show my card once.