From the article: "But in many cases, scientists say allowing shores to retreat or bolstering beaches with vegetation and restoring wetlands could be smarter. Last year, Cuba razed seaside buildings to restore shorelines to something approaching its natural state."

Exactly, can't just keep building and cramming more people on the beach. let nature take care of itself - nature doesn't care about profit. Negril needs to market to eco travelers who appreciate nature and are gentle on the planet.