Ocho Ríos is a popular tourist destination for scuba diving and other water sports. Ocho Ríos is a favored destination of many famous beachcombers such as disco diva Donna Summer, and Keith Richards of the Rolling Stones. It is now second only to Montego Bay in importance to the tourism industry in Jamaica. It is also a popular destination for cruise ships.

Ocho Ríos is also known as the home of Dunn's River Falls. This is a popular attraction that is visited by thousands of visitors each year. Dunn's River Falls cascades down approximately 695 feet into the sea. Fed by springs located in the hills above, visitors take pleasure in 'climbing' the falls as the water rushes around them.

Several of the best resorts in Jamaica are located near Ocho Ríos, including the all-inclusive Sans Souci Couples Resort & Spa, Sandals Grande Ocho Ríos, the newly built RIU Ocho Ríos, the refurbished Shaw Park Beach Hotel & Spa, the Jamaica Inn, Royal Plantation and The Blue House Luxury Bed and Breakfast Inn.

Ocho Ríos has gained substantially in popularity among vacationers in recent years as the north coast highway has been improved from the international airport at Montego Bay to Ocho Ríos -- a ninety minute drive. The city is also considered one of the safest areas for tourists in Jamaica.[citation needed] There are a number of good restaurants, a lively night club scene at Margaritaville as well as the nation's two most popular attractions in Jamaica -- Dunn's River Falls and Dolphin Cove, where visitors are able to swim and interact with dolphins.