I was VERY sad to read this post. I just returned form Negril. I think it was about my 25th visit. I have lost count, but my first visit was in 1988. I have been to Montego Bay, Ochi. Negril is a jewel that should not lose its sparkle. I love being on the beach and seeing the mountains. What makes Negril so special is how ecclectic it is - the little painted shops, the local vendors that you see year after year and they are proud and warm, the amazing local food. This is a sacred place and should be treated as such. I used to go to Cozumel, Mexico and loved it for many years. I went 5 years ago, after having not been there for several years and will never go back. The charming small hotels have all been replaced with mega resorts. The Cozumeleno people that own restaurants and shops are all suffering. The tourists that like the AI resort or "cookie cutter" vacations do not want to go to a place with local flavor. They want something "safe" and recognizable from back home in the states. Leave Negril the charming place that it is. Part of the beauty of a trip to Negril is that everyone you meet is a long time repeat visitor and we all share a true love of the place and the Jamaican culture and people. Let the AI crowd go to Mo Bay or Ochi, or to the monstrosity that has been built on the outskirts of Lucea. Has that helped the people of Lucea? The Jamaican Tourist Association should designate Negril as an eco - tourism town. PLEASE do not ruin our sacred, cherished place. If 10 story buildings are put up - I'm "OUT" and so will be numerous friends that love Negril for it's unique charm. Don't do it!!!