The Deputy Minister of Tourism and Creative Economy of Indonesia, Ni Luh Puspa, urged Bali's resorts and tour operators to develop infrastructure that equally considers the needs of affluent foreign guests and millions of travelers from other regions of the country.
“We can no longer pretend that only tourists matter. It was the Indonesians who became the backbone of the industry during the most challenging months of the pandemic,” she emphasized.
According to the ministry, in 2024, Indonesians made over 1 billion regional trips — nearly a third more than the pre-pandemic level (722.2 million in 2019). For Bali, this statistic is particularly telling: amid the race for the foreign market, the contribution of domestic tourism is often underestimated, even though it provides resorts with a steady stream of guests year-round.
Meanwhile, Puspa reminded that the island also needs a premium audience. Currently, they make up about 3% of the total flow, but each tourist spends an average of $2,000 per trip, stimulating the development of hotels, restaurants, crafts, and the creative economy. In Indonesia, guests from the USA spend the most, followed by Russians, Germans, Britons, and Saudis; in Bali specifically, Australians and Americans top the list.
The goals for 2025 remain ambitious: the ministry aims for 1.08 billion domestic trips and expects to welcome up to 16 million foreign guests, which should bring the country's economy between $19 and $22.1 billion. The key to success, Puspa believes, is not to oppose "locals" and "outsiders," but to build a tourism ecosystem where there is room for both five-star resorts and family weekend trips.
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