Spend a full day taking in the best of Negril: hang out on the beach, browse the shopping center, and go cliff-jumping at Rick's. Start your day with a drive along Jamaica’s beautiful north-western coastline, which takes you past rural villages and the Lucea Harbor, to arrive at Negril’s famous beach. The Seven Mile Beach is a gorgeous stretch of sugar-white sand and bright turquoise water. Here you'll have 3 to 4 hours of free time at the beach to enjoy as you please: go swimming, sunbathing, or visit a beach bar for snacks and drinks. Next, head with your guide to Times Square, a popular Negril shopping center where you can look for souvenirs and gifts at a variety of shops. During your 1 hour here, browse the selection of duty-free goods like jewelry and watches, as well as Jamaican items like rum, coffee, cigars, and textiles. Restaurants and snack bars are also available if you get hungry or thirsty. Finish your Negril experience with a 1-hour stop at Rick’s Café, the area’s iconic bluff-top restaurant where visitors line up to jump from the cliffs into the clear sea below. Take part in the action or just watch—it’s up to you. Purchase an ice-cold beer or a cocktail and settle in to watch the Negril sunset.