DENPASAR – Bali has reaffirmed the strategic role of tourism events in driving a shift toward quality and sustainable tourism through the launch of the Road to Bali & Beyond Travel Fair 2026.
The initiative was officially kicked off by ASITA Bali during a press conference held at Bali Tropic Resort & Spa on Sunday (March 30). The forum underscored a key message: the future of Bali and Indonesia’s tourism is no longer defined solely by visitor numbers, but by destination quality, narrative strength, governance readiness, market trust, and sustainability commitments.
Organizers confirmed that BBTF 2026 will take place on May 28–30, 2026, at the Bali International Convention Centre (BICC), The Westin Resort & Spa Nusa Dua. Now in its 12th edition, the event will carry the theme “Redefining Indonesia’s Gastronomy Journey: A Celebration of Taste, Cultures, and Sustainable Heritage,” positioning gastronomy as a gateway to showcase Indonesia’s cultural richness to the world.
This year, the event targets the participation of 400 international buyers from 47 countries and 250 sellers.
Chairman of the BBTF 2026 Organizing Committee and Head of ASITA Bali, I Putu Winastra, emphasized that BBTF has evolved beyond a routine industry agenda into a strategic platform connecting industry realities, policy direction, and market expectations.
“Bali’s competitiveness cannot rely on promotion alone. It must be proven through readiness in addressing fundamental issues such as waste management, traffic congestion, and the overall quality of the tourist experience,” he said.
Representing Indonesia’s Ministry of Tourism, Deputy for Marketing Ni Made Ayu Marthini highlighted that the country’s tourism strategy is now focused on quality tourism, prioritizing quality spending over sheer visitor volume.
She noted that Indonesia is targeting 16–17 million international arrivals this year, supported by market diversification, strengthened digital promotion, improved connectivity, and integrated promotional support for platforms such as BBTF.
From a global perspective, Director General for Information and Public Diplomacy at the Ministry of Foreign Affairs, Heru Hartanto Subolo, stressed that tourism plays a vital role as part of Indonesia’s soft power diplomacy.
“Global trust must be built through consistent communication, active image management, and diplomacy. Gastronomy, in this context, serves as a universal language that fosters connections and encourages repeat visits,” he explained.
Meanwhile, Chairman of the Bali Tourism Board, Ida Bagus Agung Partha Adnyana, emphasized the need for Bali to shift from mass tourism toward quality growth and experience management.
He introduced the concept of “One Bali, One Standard, One Experience” through strengthened destination standards, improved waste management, reduced congestion, and enhanced safety to maintain Bali’s global reputation.
Representing the Bali Provincial Tourism Office, Head of Marketing Division Ida Ayu Indah Yustikarini highlighted the importance of strong destination governance amid global dynamics, including geopolitical shifts that are reshaping travel patterns.
She noted a growing trend toward more independent travelers with higher spending quality, requiring Bali to translate policies into tangible implementation to remain competitive.
From Badung Regency Tourism Office, Head of Promotion I Ketut Gede Widiartha Negara stressed that managing high-density destinations like Badung requires cross-sector collaboration, particularly in addressing waste management challenges.
From the private sector, Marco Di Pasquale of Marriott International underlined that global hospitality investment is increasingly dependent on destination quality, service consistency, and sustainability commitments.
He highlighted the zero-landfill commitment at The Westin Nusa Dua as a concrete example of sustainability standards demanded by global markets.
Meanwhile, General Manager of ITDC The Nusa Dua Bali, I Made Agus Dwiatmika, emphasized the importance of developing integrated, well-managed tourism areas with strong identity, supported by cultural preservation, infrastructure improvements, and enhanced waste management capacity.
Overall, the Road to BBTF 2026 press conference delivered a clear message: BBTF is not merely a business matching event, but a strategic platform to strengthen global trust in Bali and Indonesia.
Through smarter promotion, active diplomacy, stronger governance, and improved destination experiences, BBTF 2026 is expected to further reinforce Indonesia’s position in the global conversation on quality and sustainable tourism.
As one of its key strengths, BBTF continues to offer direct destination experiences through familiarization trips and post-event tours, allowing buyers not only to engage in business meetings but also to witness firsthand the quality of products, services, and destination readiness.
Through Road to BBTF 2026, ASITA Bali reaffirmed that BBTF is more than an annual industry event—it is a collective commitment to ensuring Bali and Indonesia remain trusted, desirable, and respected as leading global tourism destinations.***
