How Can Bali Attract More Chinese Tourists to Maintain Its Position as a Leading Global Destination?

Bali, known for its captivating beauty and thriving tourism sector, continues to heavily rely on China as one of its top sources of international visitors. According to tourism industry leaders, this ongoing influx of Chinese tourists has been crucial in maintaining Bali’s position as one of the world’s most sought-after destinations. Bali’s tourism leaders noted that China has long played a key role in the island’s tourism industry, contributing significantly to the recognition of Bali as a global vacation hotspot.

Bali’s position as a leading destination was further affirmed when the island received the “Best Island” Readers’ Choice Award in 2025 from DestinAsian magazine. The prestigious award was presented on March 7, and Indonesia’s Deputy Minister of Tourism Ni Luh Puspa accepted it in Jimbaran, located south of Denpasar, Bali’s provincial capital. This accolade added to Bali’s impressive list of global tourism achievements in recent years.

Bali’s Rising Global Prestige and Chinese Tourists

In addition to receiving the “Best Island” award, Bali has garnered several other global recognitions. Notably, in 2022, Bali was honored as both “Asia’s Most Romantic Destination” and “Asia’s Leading Wedding Destination” by the World Travel Awards. These accolades have reinforced Bali’s allure as a top destination for international travelers, especially for couples seeking romantic getaways or dream weddings.

Chinese tourists have consistently ranked among the largest groups visiting Bali, with 448,000 Chinese visitors recorded in the previous year. Despite ranking behind India, Singapore, and Australia in the number of visitors, China remains a significant source of tourists to Bali. Over the past decade, Chinese visitors have ranked second or third in terms of the volume of arrivals. However, the rise of Indian tourists, spurred by the introduction of direct flights from India to Bali in December 2023, has shifted these rankings somewhat.

Direct Flights: A Key Factor in Tourism Growth

Tourism leaders in Bali have long anticipated a need for more direct flights between China and the island to sustain growth in the tourism sector. Paul Edmundus Talo, the chairman of the Indonesia Inbound Tour Operators Association, pointed out that increasing the number of direct flights from China to Bali would be a significant factor in raising the number of Chinese tourists visiting the island. He emphasized that, in addition to increased promotions, expanding flight connectivity would serve as a catalyst for greater tourist inflow from China.

Several Chinese and Indonesian airlines currently operate routes between Bali and China, including China Southern Airlines, China Eastern Airlines, Xiamen Airlines, and Lion Air, Citilink, and Garuda Indonesia from Indonesia. In the coming months, Indonesia’s TransNusa will also begin servicing the Bali-China route, further improving connectivity between the two countries.

Local Perception of Chinese Tourists and Expanding Beyond Bali

Locals have generally welcomed Chinese tourists, especially since they tend to travel in groups and adhere to local customs and regulations, according to Talo, who is also the CEO of PT Floressa Bali Tours. However, he noted a challenge: despite Bali’s high foreign tourist numbers, only a small proportion of Chinese tourists venture outside the island to visit other Indonesian destinations. This limitation is attributed to insufficient promotional efforts, which leave many other remarkable destinations in Indonesia underexplored by international travelers.

Bali’s tourism sector accounts for approximately 50% of the nation’s total foreign tourist visits. While Bali continues to thrive, other destinations like Labuan Bajo in Flores—a gateway to the famous Komodo National Park—see fewer international visitors despite their potential. Labuan Bajo, known for its breathtaking scuba diving sites and the Komodo dragons, sees limited tourist traffic, mainly due to lack of promotion.

Strengthening Cooperation and Enhancing Tourism Products

There is growing recognition among tourism leaders that to sustain growth and appeal to high-quality tourists, the tourism associations of both China and Indonesia must strengthen their cooperation. I Putu Winastra, head of the Bali chapter of the Association of Indonesian Tour and Travel Agencies, expressed his hope for stronger collaboration between the two countries. He emphasized the importance of ensuring that Indonesia’s tourism products are of high quality. He noted that to achieve this, the local tourism workforce must be equipped with the necessary skills and expertise to handle quality tourism experiences.

In addition, Evita Nursanty, the vice-chairwoman of the House of Representatives commission in charge of tourism, voiced her support for maintaining the Indonesian Tourism Promotion Board. As the Indonesian government continues to revise its tourism laws, Nursanty stressed the need for continued support for the board, despite the recent state budget cuts affecting ministries and agencies.

Global Impacts and Future Prospects

The tourism sector in Bali and Indonesia stands at a pivotal moment, with a significant opportunity to leverage its growing relationship with China to fuel further growth. The introduction of more direct flights, enhanced cooperation between tourism bodies, and improved promotion of destinations beyond Bali are all crucial steps toward expanding Indonesia’s tourism appeal.

For global travelers, these developments represent an exciting shift in the ease of travel to Indonesia. With better connectivity and improved tourism products, travelers from China and other countries will have increased access to the rich cultural, natural, and adventure experiences that Indonesia has to offer. As the tourism industry in Bali continues to evolve, it is expected that more travelers will discover the country’s diverse and stunning destinations, benefiting both the economy and the global tourism landscape.