Since Negril is relatively isolated it was able to remain much of its charms in spite of its popularity. There is a Palm Reserve nearby and a protected Marine Park; the black cliffs south of the village are said to have inspired the name of the place. There is good diving and swimming in Negril; another popular pastime is cliff jumping. Less adventurous visitors can watch the jumpers from the comforts of Rick’s Cafe, located near the cliffs.