Building Quality Tourism in Bali: Analysis of Strategies and Collaboration Between The Government and Business Stakeholders

Abstract

The shift from high-quality tourism to mass tourism in Bali has created significant challenges in terms of economic, social, and environmental sustainability. This research explores the impacts of this transformation, focusing on how policies introduced after the COVID-19 pandemic, such as the visa-on-arrival scheme, attracted low-spending tourists and changed the island’s tourist demographics. Additionally, the research examines the lack of coherence in tourism promotion strategies, which contributed to an influx of budget travellers, resulting in a decline in Bali's reputation as a premium destination. Interviews with key stakeholders, including tourism experts and local business leaders, reveal a complex interplay of factors, such as uncontrolled accommodation development, foreign ownership of properties, and socio-cultural clashes between tourists and locals. Using a qualitative approach, the study analysed he consequences of mass tourism on Bali’s economy, local culture, and environment. the consequences of mass tourism on Bali’s economy, local culture, and environment. Key findings highlight that while mass tourism boosts certain micro-enterprises, it also leads to environmental degradation, loss of local identity, and economic instability. The research proposes strategic steps to transition back to quality tourism, including stricter accommodation development regulations, a shift in marketing focus, and better collaboration between the government and private sector. In conclusion, the research suggests that a concerted effort to promote quality tourism through targeted policies and coordinated actions can restore Bali’s status as a premium tourism destination while ensuring long-term sustainability.