It's about educating people... Tourists don't know any better. What's more romantic or exhilarating than riding a horse on a beach? . We certainly have tv to thank for that. I myself am planning on doing just that on my up coming trip but I am going somewhere where it should be done and I pray where the horses are cared for.
I must admit, the first time I visited Negril in 2010 I had not been on this board, I saw my first horse on 7 Mile beach early in the morning with a boy holding reigns and someone riding the horse. The only reason at the time I didn't approach to inquire was that was NOT my idea of riding. I had no idea it was illegal nor did I think about the safety issue and what it was doing to such a beautiful beach . I only saw this as something I always wanted to do and I wasnt sure about where else to go. Needless to say that trip I didn't ride any horses.

Maybe if the tourist commission put up a campaign in the airport advising tourists that its illegal...... If people stop doing it they will have no reason to be on the beach.