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People’s idea of Jamaica as a laid-back place where people stroll down beach going “Ya mon” to each other, and where tourists sit in little cafés sipping tea next to locals, really only exists in Negril. Though this little town on the cliffs is nearly as touristy as Montego Bay, it’s got an authenticity and accessible local element about it that people just love. Activities range from the new Dolphin Cove to Chukka ATV tours at Sandy Bay. Sunset at Rick’s Café is more than just a tourist tradition, it’s a legend.
This small resort town at the west end of Jamaica owes much of its popularity to its relaxed vibe and its powdery white “7-Mile Beach.” The fact that the beach is actually closer to four miles long is just a technicality that hasn’t hurt its ranking among the world’s 10 most beautiful beaches. Resorts large and small line the shoreline, allowing guests to walk just a few steps to the warm, shallow water or stroll the uninterrupted stretch to the rocky headlands at the south end, where daredevils dive into the Caribbean Sea from the dramatic black cliffs at Rick’s Café.
Spanish explorers first sailed into this bay on the west end of Jamaica more than 500 years ago, dubbing it Negrillo. Yet centuries later Negril remained nothing more than a coastal outpost, its main feature a kerosene-fueled lighthouse. That all started to change in the '60s, as budget-minded sunseekers started drifting into the area in search of a lazy beach and a gorgeous sunset. Hippies mixed easily with the locals, and the word started to spread about a part of Jamaica markedly different from the hustle and bustle down the road at Montego Bay. More well-heeled visitors started turning up, inevitably triggering new development, including luxury hotels and resorts. But Negril has worked to stay true to its laid-back allure, and no new development is allowed to rise any higher than the highest nearby palm trees. There are few tourist spots or high-energy activities here. Indeed the biggest attraction is to really get away from it all, turning the brain off and the reggae music up. There are plenty of beachfront bars and cafes, wisely angled to the west for the big evening show - the sun going down over the turquoise waters of the Caribbean.