An unhurried town with a rather rural ambience, tourism began to flourish here in the 1980s after its discovery by the hippies and flower-children of the 1970s, who came here to "chill out". Prior to this, Negril consisted of a few shacks, a lighthouse and one impressive beach, which stretches in a sandy crescent for 5 mls to the N of the very basic town centre, with a similar sandy stretch at Bloody Bay beyond; rocky cliffs mark the S end of the resort. Most accommodation is strung out along the beach front, backed by a single main road, or hugs the clifftops in the West End area, S of town. Legislation has ensured that no building may be taller than the tallest palm tree, so Negril has escaped the ugly, towering tourist developments that mar some other resorts. The laid-back atmosphere fits the generally accepted stereotype of Jamaican life and the drugs scene is fairly prominent here: it is not unusual to be asked if you want to buy "ganja" (marijuana) - which, as in Britain, is illegal. The smell of it also often wafts from guests' balconies in the less swanky hotels.

Always popular with freewheeling younger tourists, it is now more of a package destination for the 20-to-40 age bracket seeking sun, sea and sand; the bulk of visitors are American but there is some British and European representation. More affluent visitors are drawn to the sporty or secluded all-inclusives.

A reasonable range from large, lively properties, often offering all-inclusive packages, and smaller, more intimate options. A fair number are adults only. Predominantly situated along the coast road; some hotels are right on the beach, others are set back inland in the low hills.

Uninterrupted, well-kept and gently shelving sand stretches for 5 mls at Long Bay; there is also a second smaller sandy beach at Bloody Bay. Plentiful sunbeds. The water is calm and safe for children. Excellent water clarity makes this resort a haven for divers and snorkellers, particularly by the coral reef.

Little to occupy the serious shopper. To the W of the tiny town centre is the Sunshine Village shopping centre housing about a dozen similar souvenir shops (offering goods on the unfortunate side of tacky), a bank, supermarket and Internet facilities. 1 ml N of the centre is the more upmarket Time Square shopping centre, which offers a similar mix of tourist shops along with some fine, brand-name jewellers. Visitors who still have an appetite for souvenirs may want to browse around the 2 craft markets, situated by the river and opposite the Couples hotel.

Daytime: an array of water sports and beach-related activities including windsurfing, water-skiing, sailing, snorkelling, scuba diving and parasailing (snorkelling and diving are best off the cliffs at West End, and there are several diving schools with full instruction courses and equipment); glass-bottomed boat tours; horse riding; golf; tennis and squash at a few of the larger hotels; visit to the 100-ft-high Negril Point Lighthouse (arranged locally). Nightlife: plenty of music bars and some discos; for those of a quieter bent, watching the sun set over the clifftops at West End.

Reasonable variety in both cost and setting with most guests "dining around" at different properties. Jamaican foods and dishes abound in both restaurants and tiny food stalls on the roadside but you can also find French, Italian, Chinese and American options. Seafood is easily available.

Negril is often the termination point for the minibuses which travel across the island but travelling on these buses is not for the fastidious or faint hearted. Hotels can arrange transportation for guests to and from the airport and tours of other parts of the island. Within Negril, most people walk or hire bicycles or motorbikes. Car and jeep hire. Taxis also available but only take those which have red licence plates with PP on them and agree the fare beforehand.

Half day: catamaran cruises; White Hall Great House. Full day: Montego Bay for shopping and attractions; Mayfield Falls and Mineral Springs; Rhodes Hall Plantation tour; rafting on Great River; Appleton Estate and rum factory; Bob Marley Museum at Nine Miles; Kingston for sightseeing.

At the W tip of Jamaica, 52 mls SW of Montego Bay and the international airport. 153 mls NW of Kingston.

A flat ribbon development straggling along the coast for around 9 mls. Most (but not all) the hotels are on the seaward side of the main road.

Website: www.negril.com

Airport : Sangster
Airport Code: MBJ
Flight time from ther U.K.: 10 hrs