The Association of Indonesian Tours and Travel Agencies (Asita) Bali has set an ambitious target of increasing the number of high-quality tourists by 15 percent by 2026.
This target reflects Asita Bali’s commitment to strengthening a tourism ecosystem that is healthy, fair, and sustainable. The organization is shifting its focus away from merely increasing visitor numbers toward improving the quality of tourists who generate positive economic, social, and cultural impacts for Bali.
Chairman of Asita Bali, Putu Winastra, emphasized that licensed travel agencies play a strategic role beyond simply bringing tourists to the island.
According to him, official travel bureaus are also responsible for ensuring that tourism development aligns with the preservation of Bali’s cultural values, customs, and traditions.
“Through official travel agencies, we want to contribute to strengthening a healthy and fair tourism ecosystem, while ensuring that Balinese culture is preserved.” said Winastra during the gathering and launch of the Asita 2026 Calendar of Events in Nusa Dua, Badung, on Monday (22/12/2025).
Stable Regional Market
Furthermore, Putu Winastra also explained that the growth of quality tourism will focus on experience-based travel, educational tourism, and sustainability-oriented tourism. To achieve this objective, Asita Bali has mapped out several key markets that will be targeted throughout 2026.
Australia remains the top priority market due to its stability, with repeat visitors accounting for approximately 40 to 60 percent of total arrivals. In addition, India has emerged as the fastest-growing market, supported by the availability of direct flights to Bali.
Other important markets include China, Europe, the Middle East, and Southeast Asia. Winastra noted that Southeast Asian countries such as Malaysia, Singapore, Thailand, Vietnam, and the Philippines serve as relatively stable regional buffer markets.
According to Nusabali, “Southeast Asia, including Malaysia, Singapore, Thailand, Vietnam, and the Philippines, is a relatively stable regional buffer market.” he explained. Meanwhile, several countries are projected to become emerging markets in 2026, including the United States, Canada, South Korea, Japan, and South Africa.
Winastra also highlighted the challenges facing Bali’s tourism industry in the coming years, particularly increasing competition from other destinations. He pointed out rival destinations such as Phuket in Thailand, Danang in Vietnam, Langkawi in Malaysia, as well as global destinations including the Maldives, Sri Lanka, and Türkiye.
“In 2026, Bali’s main competitors will be Phuket, Danang, Langkawi, the Maldives, Sri Lanka, and Turkey. Bali is currently still ahead, but pressure is mounting from various sides, including the tariff war.,” Winastra stated.
To address these challenges, Asita Bali is encouraging strategies focused on diversifying tourist attractions and redistributing visitor flows. One key initiative is the development of tour packages to North, East, and West Bali, aimed at reducing overcrowding and saturation in South Bali. This approach is expected not only to improve visitor experience but also to promote more equitable economic distribution across the island.
Winastra further outlined Asita Bali’s significant contribution to tourism arrivals. The association accounts for approximately 65 percent of international tourists visiting Bali and around 45 percent of domestic tourists.
Based on data from 2024–2025, international tourists brought by Asita Bali members were dominated by Europe at 35 percent, followed by Asia at 25 percent, Australia at 15 percent, India and South Asia at 12 percent, the Americas at 8 percent, and the Middle East at 5 percent.
Strategic Targets for 2026
Beyond market strategies, Asita Bali has also set several strategic targets for 2026. These include stricter regulation of travel agencies, tour guides, transportation providers, drivers, and illegal accommodations to enhance professionalism and protect legitimate businesses.
Additional initiatives include implementing waste management standard operating procedures and reducing plastic use to support Bali’s vision as a sustainable and environmentally friendly tourism destination.
During the same event, the Deputy for Marketing at Indonesia’s Ministry of Tourism, Ni Made Ayu Marthini, emphasized the importance of sharing future tourism trends with all stakeholders.
“So that we can move forward together and achieve the goals we share, share objectivity, and achieve everything.,” she said.