Think of this as the undiscovered Jamaica, though the region is beginning to attract more visitors every year; they're drawn by Jamaica's sunniest climate.
Local adventures are plentiful on the South Coast. Among the most popular is a boat tour up the Black River, once a major logging conduit. Another favorite is the trip to the Y. S. Falls, where seven spectacular cascades tumble over rocks in the foothills of the Santa Cruz Mountains, just north of the town of Middle Quarters.
To reach the South Coast, head east from Negril, following the signposts to Savanna-la-Mar along Sheffield Road; the highway isn't particularly good until it broadens into the A2 at Savanna. After passing through the village of Bluefields, continue southeast to the small town of Black River, which opens onto Black River Bay.
From Black River you can take the A2 north and northeast to the city of Mandeville. Or you can continue along the coast to Treasure Beach, though the road narrows at this point. If you'd like to continue to the very end of the road, head east to attractions at quaintly named Lover's Leap, Alligator Pond, and Milk River Bath.