BADUNG, BALI – Indonesia’s Minister of Tourism, Widiyanti Putri Wardhana, emphasized that the Bali & Beyond Travel Fair (BBTF) 2026 serves as a strategic marketplace to enhance Indonesia’s tourism competitiveness through product readiness, industry quality, and global market confidence.
Delivering her keynote address at the opening of BBTF 2026 in Bali, the Minister highlighted that BBTF is more than just a tourism exhibition—it is a business platform that connects destinations with markets, sellers with buyers, and Indonesia’s tourism narratives with market-ready travel products.
“BBTF is where Indonesia transforms beauty into tourism business opportunities, culture into meaningful experiences, and promotion into tangible market potential,” said Minister Widiyanti Putri Wardhana.
Carrying the theme “Redefining Indonesia’s Gastronomy Journey: A Celebration of Taste, Culture, and Sustainable Heritage,” BBTF 2026 brings together international buyers, sellers, tourism associations, destination representatives, government agencies, industry stakeholders, and media to foster measurable tourism business opportunities.
This year’s event welcomes 407 buyers from 44 countries and 286 sellers representing Indonesia, Malaysia, China, and Namibia, including tourism businesses from 12 Indonesian provinces. The strong participation demonstrates Indonesia’s enduring appeal on the global tourism map while underscoring the importance of focused, high-quality, and consistent market development.
The Minister stressed that tourism remains a key driver of national economic growth and job creation. Therefore, strengthening destinations, tourism products, and industry readiness must translate into tangible outcomes, including business meetings, potential transactions, new partnerships, and long-term collaborations.
Bali continues to serve as a leading example of Indonesia’s tourism recovery and growth. Throughout 2025, Bali recorded 6.95 million international visitor arrivals, an increase of 9.72 percent compared to 2024, accounting for nearly half of all international tourist arrivals to Indonesia.
However, the Minister also emphasized that Bali’s success should serve as a gateway to encourage travelers to explore other destinations across the archipelago. Through the spirit of “Bali and Beyond,” buyers and tourism stakeholders are encouraged to discover Lombok, Manado, Jakarta, Indonesia’s award-winning tourism villages, and many other destinations offering rich cultural heritage, natural beauty, gastronomy, and authentic local experiences.
According to the Minister, global tourism competition is no longer defined solely by natural beauty or destination popularity. Countries now compete through product quality, brand strength, industry readiness, sustainability, and the ability to deliver reliable and memorable travel experiences.
She also encouraged Indonesian sellers to move beyond generic tourism offerings. Hotels, tour operators, destinations, and travel businesses must develop products that are clearly defined, trustworthy, competitively priced, easy for buyers to market, and capable of delivering consistent experiences.
“The world does not simply buy destinations. The world buys products that are clear, trusted, well-packaged, and capable of delivering the experiences they promise,” she added.
In line with BBTF 2026’s theme, gastronomy was highlighted as one of Indonesia’s strongest differentiators in the global market. The Minister noted that Indonesian gastronomy should evolve beyond promotional narratives and become a structured, curated, and marketable tourism product.
The Ministry of Tourism continues to promote Wonderful Indonesia Gastronomy as a flagship program to strengthen Indonesia’s culinary positioning internationally. Participants were also invited to visit the Wonderful Indonesia booth, which showcases inspiring tourism villages through a collaboration with Bank Indonesia.
Tourism as a Tool of Global Diplomacy
During the opening session, R. Heru Hartanto Subolo, Director General of Information and Public Diplomacy at Indonesia’s Ministry of Foreign Affairs, highlighted tourism’s growing role as an instrument of Indonesia’s international diplomacy.
The Ministry views Indonesia as a highly promising tourism market, supported by political stability, a strong commitment to international cooperation, and a strategic position as a gateway to Southeast Asia’s tourism economy.
Through its network of 131 Indonesian diplomatic missions worldwide, including embassies and consulates, the Ministry actively promotes Indonesia’s tourism sector. These diplomatic channels help expand destination exposure, build confidence among international markets, and reinforce Indonesia’s reputation as an open, credible, and collaborative tourism partner.
Within this framework, tourism is regarded as a form of diplomacy that fosters mutual understanding, trust, and shared prosperity. The Ministry’s participation in BBTF 2026 reaffirms that tourism promotion is not only an industry agenda but also an integral part of Indonesia’s economic diplomacy and international cooperation efforts.
BBTF as a Platform for Business and Long-Term Partnerships
Chairman of BBTF 2026, I Putu Winastra, S.AB., M.A.P., stated that BBTF plays a crucial role in strengthening confidence in Indonesia—particularly Bali—as a credible destination and long-term tourism partner.
“BBTF 2026 strengthens confidence in Indonesia, particularly Bali, as a credible destination and long-term tourism partner. The participation of the Namibia Tourism Board enriches international destination exchange, while Jakarta’s role as co-host reflects a more connected national tourism approach. Global interest in Indonesia is clear. Our priority now is to manage that interest through stronger access, higher standards, longer stays, and more meaningful relationships between visitors and destinations,” said Winastra.
He added that the Travex program and post-tour activities are essential components of this effort, providing buyers with opportunities to experience Bali and Indonesia more deeply and authentically beyond familiar attractions.
“Quality tourism does not mean exclusive tourism. Quality tourism means creating greater value, better experiences, and stronger benefits for local communities,” he added.
Through BBTF 2026, Indonesia aims to further strengthen its position as a professional, market-ready, and trusted tourism partner for international buyers. The event is expected to serve as a platform for showcasing Indonesia more effectively, building stronger partnerships, and generating more meaningful and sustainable tourism growth.
Winastra also expressed his appreciation to the Ministry of Tourism, Ministry of Foreign Affairs, regional governments, Bali Tourism Board, ASITA, all partners, buyers, sellers, media representatives, Marriott International Group, The Westin Resort Nusa Dua, Bali International Convention Centre (BICC), and the organizing committee for their support and commitment in making BBTF 2026 a success. **
