In the highlands of Bali, far from the chaotic beaches and noisy nightlife of Kuta, Ubud has long been seen as Bali's alternative destination. Because the attractions here are focused on Balinese culture, there is a distinguishable difference between the atmosphere of this town and the resort feel of the southern parts of the island.
But many people have “discovered” Ubud, and the exponential growth of the tourist industry has caused a kind of urban sprawl, turning what were once rural villages into urban neighborhoods. Ubud's charms are undeniable, its arts-and-culture focus gives it an edge of authenticity. However, with hundreds of thousands of visitors each year, no one would disagree if you said Ubud is no longer the undiscovered gem it was once thought to be.