There is plenty to love about Yallingup, a Western Australian hot spot known for its world class beaches, surf, wineries, breweries, restaurants and hotels.
But now the cat is out of the bag with one of WA's favourite playgrounds being named Australia's best town by Australian Traveller magazine.
Australian Traveller Media editorial director Leigh-Ann Pow said they revisited a top 10 list which they first compiled 10 years ago.
"When we sat down to look at it we had a couple of towns on there that did not even make the cut 10 years ago," she said.
"Yallingup was actually one of them, when we looked at Yallingup based on other towns on the list it came out on top.
"Yallingup has that perfect town feel about it - it is almost blissfully positioned - it is just perfect. You could honestly do nothing all day but sit on the beach then watch that beautiful sunset.
"I am so sorry to let the secret out."
Caves House owner Neil Jilley said he was happy the secret was out and that Yallingup deserved to be named the best town in Australia.
Mr Jilley said besides having a sensational community, Yallingup had the perfect climate, low population and was clean, green and natural.
"There is not much wrong with the place, it is so special and I think we have been lucky to have kept it a secret for so long," he said.
Indian Ocean Longboard Club member Mick Marlin said he had surfed around the world and the whole surf vibe at Yallingup could not be beaten.
"The car park and viewing area, the statue, the lagoon and that beautiful peak with the vista running up to Sugarloaf Rock," he said.
"The people make a difference as well, such a good crowd of surfers, swimmers and sunbathers.
"Plus it's a justly deserved Australian Surfing Reserve with a rich history."
City of Busselton mayor Grant Henley said for people who knew Yallingup the recognition was no surprise.
Tourism Minister Paul Papalia said inclusion on the list as well as Lonley Planet provided valuable promotion to prospective visitors.