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The Draw
• Spring break fever all year round.
• The island where Bob Marley and reggae were born.
• Legendary beaches and world-famous resorts.
The Scene
Jamaica is all things to all people, a big island with a dozen different personalities and an infectious homegrown culture—Blue Mountain coffee and jerk pork; Harry Belafonte, Bob Marley and Sean Paul; Red Stripe on the beach and gin and tonics at the yacht club. The Caribbean cruise was born here in the 1890s when banana boats began running tourists to the island's Victorian seaside hotels. The rich and famous have always flocked here—from old-timers like Errol Flynn, Noel Coward and Marilyn Monroe to latter-day darlings Gwen Stefani, Naomi Campbell and Shakira. The island has five distinct holiday hubs: Montego Bay with its old-school resorts and posh country clubs, cruise-ship-friendly Ocho Rios, lush Port Antonio near the island's eastern end, party hardy Negril at the western tip, and funky Treasure Beach on the south coast. Jamaica lives the cliché—something for everyone.
To Be Seen:
• Blue Lagoon: Snorkeling, kayaking and bamboo rafting are among the aquatic activities available at this gorgeous aquamarine retreat near Port Antonio. A waterfront café dispenses food, cold drinks and cocktails.
• Black River Morass. Explore Jamaica's largest remaining wetland area with a local guide in a small boat. Birdlife is abundant and the vegetation is incredible, but the biggest thrill is spotting (and possibly even touching) the rare Jamaican crocodile.
• YS Falls. This jade-colored cascade near Treasure Beach is like Dunn's River without the multitudes: hummingbirds flitting through the undergrowth, swimming holes at different levels and cool picnic spots. No vendors, no crowds, no problems.
For the VIP
• Rent the main house at Goldeneye, the 18-acre seaside retreat where Ian Fleming penned all of his James Bond novels. The three-bedroom villa includes private pool and movie screening room.
• Learn to play polo from the professional coaches at Knolford Ranch, and then get yourself into a chukka at the exclusive St. Ann Polo Club on the north shore.
• Get your concierge to score VIP passes to Reggae Sumfest, the musical extravaganza that unfolds every July at various venues around Montego Bay. Hottest tickets are the "Vibes Island" beach party and "The Summit" headliners show. VIP tickets provide front row and backstage access.
Overrated
Dunn's River Falls. This could be the most overrated place in the whole Caribbean. Sure, it's drop-dead gorgeous. But bumper-to-bumper bathers, aggressive hawkers and obvious litter make Dunn's feel like a tourist trap rather than a slice of paradise.
Underrated
The wilderness. The vast majority of visitors never get beyond the walls of their tour bus or all-inclusive resort. But backcountry Jamaica is an undiscovered gem. Tube down the White River. Bike or hike the Blue Mountains. Cruise for crocodiles in the Black River. Get lost (and found) in the Cockpit Country.
Don't Miss
The local food. Jamaica boasts one of the most original and innovative cuisines in the Caribbean, a wide array of tasty dishes from jerk pork and johnnycakes to mackerel rundown and saltfish with ackee. Sunday brunch at Strawberry Hill or dinner at one of Norma Shirley's gourmet eateries is a great introduction to the local culinary scene.
When to Go
The two shoulder seasons—September to October and April to May. The weather is good, but the crowds are down, although fall also brings hurricanes.
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