Situated a few kilometres north of Kuta, Seminyak has long been the lure of bohemians and jetsetters. As tourism began to escalate during the 1980s and 90s, business opportunities coupled with an escapist lifestyle attracted entrepreneurs, fashion designers and globetrotters, many of whom built their dream houses beside the rice fields. Today, these same long-term residents are building luxury villas to fulfil other people's dreams. Originally Seminyak was promoted as the peaceful option to Kuta, but these days, this hip and happening area no longer fits that description. Seminyak now lays claim to the highest concentration of independent fine-dining restaurants on the Island, together with a wide choice of vibrant bars and nightclubs, lavish spas, elegant boutiques, prestigious hotels and private holiday villas. The sweeping beach is renowned for its sunset views. A playground of the rich, Seminyak's carefree sense of luxury draws a fashionable crowd of beautiful people.