Margaritaville is a 5 minute drive down Norman Manley Boulevard from the Riu Negril resorts. Some hotels, like Riu Negril, will call the Margaritaville bus to come and pick you up from your hotel and the drop you off again at scheduled times throughout the day/evening.
Here you will find miles of beach to wander, as well as traders and market stalls selling all sorts of touristy souvenirs.
Beware though, the sellers are quite persistent in their ‘demands’ for you to look at what they have for sale.
There is a bar/restaurant in the main entrance area and various excursions depart from here on a daily basis.