A stunning white sand beach hugs the Caribbean for almost seven miles in Negril, the capital of casual at Jamaica’s western edge.

Only an hour and a half’s drive from Montego Bay, laid-back is a way of life in this sunny resort town, which retains the sleepy tropical charm that first attracted seekers of sun and solitude three decades ago.

Peaceful strolls on powdery white sand, swimming and snorkeling in limpid aqua-blue water, and clothing-optional sunbathing are only part of your "do-as-you-please" Negril vacation.

Craft markets and duty-free shopping opportunities abound. Golf and tennis are available at the Negril Hills Golf Club, just south of town. Horseback-riding treks to the romantic ruins of Whitehall Great House and boat rides to Booby Cay, where the rare, blue-footed booby bird breeds (and portions of "20,000 Leagues Under the Sea" were filmed) are other popular pastimes.

For the adventurous, there’s sea-kayaking or mountain biking along the coast and even occasional canoe trips that venture into the mysterious Great Morass, a protected natural area where tall royal palm trees, exotic birds and crocodiles flourish.

With its remarkable coral reefs and calm, clear waters, Negril is a diver’s version of paradise. The Negril Scuba Centre is one of the oldest dive operations in Jamaica and offers PADI certification. There are several excellent local companies offering numerous other watersports, including leisurely catamaran cruises.

Negril boasts a broad range of accommodation options, from comfortable, moderately priced rooms, studios and suites to fine all-inclusive resorts catering either to couples or to families.

Villa rentals, inexpensive guesthouses and charming small beachside hotels, are also plentiful. And strung along the grotto-lined cliffs that stretch to the Negril Lighthouse (built in 1895), unique properties with stylishly rustic décor are tucked into the rock face leading down to tranquil hidden coves.

None of Negril’s hotels is taller than the average palm tree, the result of local efforts to limit development and protect natural resources, including the area’s spectacular offshore reefs.

According to legend, Calico Jack Rackham and a band of fellow pirates were captured near Negril Harbour (called Bloody Bay for its history as a whaling port) after drinking too much rum. They may have also been distracted by the blaze of orange, mauve and red that makes the end of every day here a cause for celebration.

Today the lighthearted ritual is celebrated by sunset cruises and at several popular viewing spots: the Pickled Parrot, for instance, with its rope swings and slide; and Rick’s Cafe, where pre-sunset entertainment includes fire-eaters, jugglers and daring cliff divers.

Negril also has one of Jamaica’s liveliest music scenes--everything from festive calypso beach barbecues, to all-night dancing at DeBuss, Alfred’s Ocean Palace and other local clubs, to outdoor concerts where the pulsating rhythms of reggae provide the perfect soundtrack for balmy tropical nights.

Negril is one of life’s rare pleasures — the ultimate freedom vacation. It’s a kick-off-your-shoes, shrug off your blues way of life. Eat and drink, love and laugh, play party and be happy. Negril. Come and take pleasure here in the capital of casual.