The victim has been identified as Deneis Palakai, a 35-year-old real estate agent of Ontario, Canada.
Reports are that Palakai was shot and killed by gunmen who were on a motorbike shortly after 9pm on Friday night.
Related: Canadian tourist shot dead in Negril
The victim was reportedly shot while walking with his girlfriend and father along the West End main road in Negril.
Some reports are that shooting was an attempted robbery gone wrong, however police have yet to confirm these reports.