Jimbaran is just south of the airport and Kuta. This was formerly a real backwater of south Bali, just a tiny fishing village with a daily market. The bay itself has a pleasant white sand beach and is very safe for swimming. The three clusters of grilled seafood restaurants on the beach are a major tourist draw in the evenings, as is the truly stunning sunset.
That all started to change in the 1980s and Jimbaran is now home to several world class 5 star beach resorts, plus many more moderate mid-market hotels plus many moderate to high-end villas in this area, particularly on the ridges of high ground above Jimbaran Bay. This has resulted in monikers such as the "Beverly Hills of Bali" or "Millionaire's Row".