At Rick's Cafe in Negril on the West End you can do what some of the locals do.....Dive or Jump from a 35 foot cliff into the ocean below. Not for the faint of heart of spirit but definitely a thrill for those who do it and come out unscathed.
At Rick's Cafe while waiting for the sunset, watch the Jamaican "lifeguards" dive from the cliffs and the 95 foot tree dive. Have a few drinks, tip the lifeguards, then have a 45 foot leap yourself. The rush is amazing though a sure buzzkill. Try it, this old man did.
Also a famous destination. While the area offers swimming and snorkeling, the main attraction is watching people dive from the cliffs. That and the various caves and grottos which can be explored while in the water.