Definitely the people..the vibe..the food...& after 27 years for me I haven't seen much of a change in the lay of the land & I like that way...the rustic old Negril..the simplicity..I'm a Cliff dweller & always have been & I like spending a nice day at the beach but always look forward to coming back to the home to my little Cliff resort..catch a shower & go up to my bar for a beverage & wait for a beautiful sunset over that awesome warm Blue Caribbean Mother Ocean..what a way to spend the day in little Negril..That's what keeps me coming back all these years..Although I will say that I took a 4 year break to check out other countries in the late 90's & they were nice but just didn't have what I always get from my Negril visit so I haven't a need to look any further for my winter getaway.