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A local institution, Rick's Cafe was the first public bar and restaurant of its type on the West End cliffs.

Opening its doors in 1974 when Negril was still a sleepy fishing village, Rick's is now a popular spot to view the sunset, which regularly provokes a round of applause from an appreciative crowd.

It's a touristy but laid-back spot on cliffs that plunge 33 ft (10 m) into the ocean. Local cliff divers and foolhardy visitors often make the jump from several platforms into the sea below.

Rick's Café

Seven Mile beach is 11 km (6.75 mi) of golden sandy loveliness. It's a paradise setting of azure waters, soft, warm sand and palm trees swaying in the tropical breeze, things you take in all before you see the resorts, the hustlers and the (gasp!) nudity.

Seven Mile beach maybe one the best beaches in the Caribbean (as voted by several travel publications) but it is also one of the most hedonistic. Topless sun baking is a given along its entire stretch and there is even a section (and several hotel-specific beach sections) for those chasing an all over tan.
Resorts line the beach and everything is on tap to indulge your every whim. If you can tune out (or embrace) the hawkers, constant reggae and exhibitionists, then this may just be your idea of paradise. More conservative-minded folk and families seeking a little more solitude and a tad less nudity may wish to park their beach towel elsewhere.

Seven Mile Beach

The Black River is one of the longest rivers in Jamaica and flows west for 33 miles until it empties into the sea. The name derives from the river’s dark riverbed, which has obtained its hue from thick layers of decomposing vegetation that has stacked up over the years beneath the water. The Black River is easily accessible from the popular vacation spot of Negril and provides several different activities to fill a day with fun during your vacation in Jamaica.
Tubing and kayaking down the Black River are adventurous ways to experience the rapids here, and with the thick rainforest trees and plants surrounding the water, you’ll feel like you’re twisting and dipping your way through a tropical paradise, all while getting an adrenaline rush.

Black River

Bloody Bay, a pretty beach to the north of Negril's Long Bay, was once a port for whalers who disemboweled their large catches ashore causing the surrounding waters to run red with whale blood. With those days far behind it, Bloody Bay led a quiet existence until the 1960s, when American hippies arrived in droves drawn by the area's relaxed ambience and marijuana scene. Indeed, many of today's visitors still come to Negril and its beaches for the same reasons, but instead of sleeping on the beach or in a local's house (as you may have done in the hippy era), you can now take your pick from one the hotels that line the beach.

Bloody Bay

Even by themselves, the black hued cliffs outside of Negril are natural sites to behold. Rising 40 feet above turquoise waters and pockmarked by sea caves and coves, the cliffs form a defining natural icon for Jamaica’s far western coast. It isn’t just their beauty, however, that draws visitors here in droves. Rather, it’s the deep waters immediately offshore and the presence of cliffside beach bars—which all combine to form perfect conditions for throwing yourself off the edge. The cliff diving here on Negril’s cliffs is some of the world’s most famous, where locals and visitors regularly drop over 40 feet down to the sea. Professionals will often put on shows and perform daring flips and flops, and occasionally visitors will join in the show in a fit of Caribbean bravado. The cliffs are a popular spot for snorkeling tours to stop en route from the dive site, and are a short distance from the laidback guesthouses towards the southern end of Negril.

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