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Negril is the vortex around which Jamaica's fun-in-the-sun vacation life whirls. You'll soon find yourself falling in love with Negril's insouciance and its scintillating 11km-long (6.8mi) beach shelving gently into calm waters reflecting a palette of light blues and greens.

Coral reefs lie just offshore, and you'll want your camera to record the consistently peach-coloured sunsets that get more applause than the live reggae concerts for which Negril is equally famous.

Tourism is Negril's only industry. But despite phenomenal growth in recent years, Negril is still more laid-back than anywhere else in Jamaica and there's an easygoing rapport between visitors and locals who stroll the beaches hawking everything from woodcarvings to ganja. Water sports operators offer plenty of action by day and no flowery language in any tourist brochure could do justice to Negril's mind-blowing sunsets.