Jamaica's western coastline is extremely laid-back. There's little to do other than sit back, relax and enjoy the renowned sunsets in between beach-lounging and partying. At the centre of this hedonistic haven is the sunny resort town of Negril, dubbed the 'Capital of Casual'.
Despite its popularity, it has managed to retain the sleepy tropical charm which first seduced seekers of sun and solitude in the 1960s. It was the hippies and flower children who were first drawn to Negril, appreciating it for being different from the overdeveloped package-tour market of Montego Bay.
Negril still attracts a young crowd, and the beachfront bars and cafes are abuzz each night with reggae music and dancing. Negril is known in the Caribbean as a partying hotspot, and its nude beaches complete its liberal reputation.
Negril is favoured by those just wanting to get away from it all. It sports a famous seven-mile (11km) stretch of pristine beach encircling Bloody Bay, and five miles (8km) of cliffs where locals and visitors alike indulge in extreme cliff-diving.
The coral reefs and caves along the coast make it a dream come true for scuba divers and snorkelers. For active visitors, there's the chance to take part in just about any water sport imaginable, with adventure seekers kayaking into the mysterious Great Morass, a protected area full of palm trees, exotic birds and crocodiles.