The Island of the Gods is charting a new course in its tourism landscape. No longer satisfied with mass tourism, Bali is now embracing wellness tourism, focusing on nature, culture, and sustainability as its main attractions.
This fresh approach was a key topic at the 26th Inter-Islands Tourism Policy (ITOP) Forum, held in Sanur from June 20–23, 2025. The forum gathered representatives from ten island provinces across ten countries, all of which regard tourism as a leading sector.
Dewa Made Indra, Bali Provincial Secretary, explained that the global tourism trend is changing. Travelers today are more drawn to experiences that offer health, nature, and sustainability.
“Wellness tourism today is no longer just about spas and massages. It now covers lifestyle, environmental quality, and cultural values that support holistic well-being,” Dewa Indra said before the country delegates. He was joined by Jeju Vice Governor from South Korea, Myong Kee Jin.
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Dewa Indra emphasized that Bali has everything it needs to lead in this new segment of wellness tourism. The island’s living culture, unspoiled nature, and deep-rooted traditions that promote harmony between people and the environment are powerful assets.
“Bali’s future tourism is not about how many people come, but about the quality of the experience. We want tourists to come here to heal, to find peace, and to reconnect with nature and culture,” he added firmly.
The shift in strategy is a result of the hard lessons Bali learned during the pandemic, when overreliance on mass tourism exposed the sector’s fragility. Now, Bali is setting its sights on travelers who are more eco-conscious, seek deeper personal experiences, and are willing to stay longer.
As part of the forum’s agenda, delegates visited the Mangrove Forest at Ngurah Rai Grand Forest Park (Tahura), promoting nature-based tourism as a key component of Bali’s future.
I Wayan Sumarajaya, Head of Bali’s Tourism Office, emphasized that wellness tourism must be supported by a healthy environment.
“Environmental health is part of wellness. If the environment is damaged, we can’t talk about well-being. That’s why Bali is committed to building eco-friendly and sustainable tourism,” he said.
Jeju Vice Governor Myong Kee Jin expressed his admiration for Bali’s bold move to champion sustainable tourism.
“Bali is not only naturally beautiful but also strong in culture and local MSME products. This is clear proof that quality is more important than quantity,” he said.
Through this strategic pivot, Bali hopes to attract travelers who seek more than just a destination. The island is positioning itself as a sanctuary for healing, peace, and meaningful connections with culture and nature.
