jamaica

Despite the first tourist hotels appearing in Montego Bay and Port Antonio as far back as the late 19th Century, it wasn't until Caribbean cruises established their popularity in the late 20th Century that the industry gathered serious momentum, with the1987-88 season the first to attract more than a million. The country now attracts more than 2.5 million visitors a year.

When you think of Jamaica what do you think of? Reggae, cricket, rum maybe, Blue Mountain coffee, idyllic Caribbean beaches, hammocks slung between palm trees? Johnny Depp and pirates? For years Jamaica has been a by word for the cooler, calmer side of life, the relaxed, easy going Caribbean chill out.

Approximately 150km south of Cuba and 200 km west of Hispaniola (the island shared by the Dominican Republic and Haiti), Jamaica is the third largest Caribbean island. It is 80km from north to south and stretches more than 200km from Port Morant at its eastern end to Negril in the west.

Consistently rated as one of the world's top 10 beaches, Negril's beautiful white sands stretch an expansive and impressive 11km along Jamaica's west and south coasts. While shimmering turquoise Caribbean waters envelope dazzling coral reefs, spectacularly peach coloured sunsets warm the heart and touch the soul. With a reputation established on bare foot innocence and laid back cool, Negril has traditionally been the destination of choice for hedonists and free spirits from across the world, a place where you can just 'be'. Take care though - Negril might become the only place you ever want to visit again!

Located about 90km east of Negril on the north shore of the island, Montego Bay is Jamaica's second city. Serviced by a cruise line terminal as well as Sangster International Airport, the larger of Jamaica's two main international airports, Montego Bay is well established as Jamaica's 'tourist capital¿. The focus of the resort and main draw is the idyllic Doctor's Cave beach boasting a 300m stretch of pure white sands and warm turquoise waters. Take a sun lounger and recline under the shade of a beach umbrella with a book or just take in the sights.

If you're feeling a little more energetic then check out the jet skiing or para sailing. Snorkel the coral reefs or take a glass bottom boat ride and enjoy up close kaleidoscopes of aquatic colour, squid, parrotfish and skate. The bay has many excellent restaurants from top class international cuisine to delicious local jerk chicken and goat curry served right on the beach. Alternatively, for a taste of Jamaica¿s colonial past, head to the 18th century town of Lucea.

Whilst everyone has a perception and a pre-conceived idea of the country, the only way to enjoy the true taste of Jamaica and to experience its real essence is to spend a little time there, and sample the flavours, the deep shades and colour and the unique Caribbean take on life that only Jamaica can offer.

• Visit Nine Mile where Bob Marley was born and is now buried. Nine Mile is a small friendly village tucked away high in the mountains in the parish of St. Ann. Experience the heart of the country
• Dunn's River Falls is a famous terraced waterfall some 900ft high interspersed with small lagoons. Take a hike to the top and then head to nearby Ochos Rios to swim with the dolphins.
• Visit the The Croydon coffee and pineapple plantation in the Catadupa mountains, 25 miles from Montego Bay
• Take a trip on a glass bottomed boat and enjoy the wonders of the deep
• Get away from it all and enjoy a swim in the secluded paradise of Blue Lagoon at Port Antonio on the eastern end of the island
• Tuck in to a delicious meal of ackee and saltfish - the national dish
• Visit Port Royal, once the 'richest and wickedest city in the world'