Destination: Jamaica
by Jim Langford

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The skies are softer, the ocean breezes are more pleasant than anywhere in the Caribbean, the water is clearer and the beaches are long, white and truly fantastic.

And the image of a tropical evening, sitting on a terrace, and watching the night slowly creep over the island while enjoying a cocktail of one's choosing is a reality that no camera will ever capture.

Montego Bay, located on the north side of the island, is still one of the most well-known and popular tourist destinations in the world. You receive an instant image of Jamaica's lively role as a leader in the tourist industry. At the same time, you'll see the influence of historic Georgian architecture throughout the town that proclaims the island as a former British colony. As a result, Montego Bay is everything Jamaican, with shops, restaurants and clubs that define an island experience.

Its location is perfect, as early settlers discovered, with its natural harbor, an easy port of call for cruise ships. Its backdrop is the sweeping vistas of lush, plant-heavy mountains that run through the center of the island.

To the south and west of Montego Bay is Negril, at one time nothing more than a small fishing village. In the 1960s, the population of this resort center was little more than a hundred residents. In the 1970s, this virgin paradise was discovered by society's "hippies" and became a refuse for the "drop-out" generation. Today, it is a major resort destination and one of the best places in the world to enjoy an evening sunset that slowly disappears into the sea.

The beach is reported to be seven miles long and is comprised of some of the nicest white sand you will ever see. You also enjoy a background of cliffs that provide the perfect setting for a wide variety of eating and drinking establishments. Negril is a place to relax. And it is not hard to imagine a "hippie" lifestyle in this beautiful place of ultimate sunsets.

To the east of Montego Bay is Ocho Rios, often referred to as the Jamaican Riviera. Here your clients will discover mountains that tower above the sea and literally surge into beaches that are not to be believed, but will be remembered. This is where they will discover Dunn's River Falls, truly one of nature's most spectacular and most photographed sights.

Ocho Rios also is a shopper's haven, full of duty-free shops, a wide variety of native crafters and of course some excellent places where you can indulge in the best of food and drink.

This is where they will also discover one of Mother Nature's special creations: Fern Gully. This is shallow canyon - approximately five miles long -- carved out of the earth by a winding river, that is the home to more than 500 species of ferns. It also boasts of some tropical plants that would most naturally be found in a rainforest.

There is so much to see and do on this tiny island, and so much to write about, I can only say it is a great destination for travelers who enjoy exploring. One such spot, is Whitehouse on the South Coast, which is still undeveloped. All I can tell you is your clients will walk away with visions of pristine country and a turquoise sea that never ends.

Planning Ahead:
Just a reminder for your clients that re-entry requirements into the U.S. from the Caribbean are changing and will become effective on December 31, 2005. All U.S. citizens will be required to have a valid U.S. passport for re-entry.

Jim Langford is the head of The Pharmer Group, a communications consulting firm. He has extensive experience in the travel industry, communications and sports business.