FOR Wayan Suena, tourism in Bali is not just about beaches and luxury hotels. The island’s true charm lies in its culture—an ancestral legacy that continues to thrive in daily life.
“Bali is attractive because of its culture. That is what we should be selling,” emphasized the founder of Indonesia Impression Tour.
Yet, Suena sees a major challenge in Bali’s tourism landscape: the overconcentration of visitors in the south. Areas like Kuta, Nusa Dua, Seminyak, and Ubud have become the island’s main magnets, while the north—Buleleng, Karangasem, and Jembrana—remains underexplored.
“If you want to find the true essence of Balinese culture, there needs to be a balance between the south and the north,” he explained.
To Suena, Balinese tourism should be curated like a journey of taste. Cultural activities, he argues, should not be marketed as mere spectacles but transformed into immersive experiences that make visitors curious and deeply engaged. “The tagline should always be Balinese culture, but the way we present it must evolve so travelers never get bored,” he said.
He understands that repeat visitors may eventually face fatigue if offered the same experiences. However, for first-timers, Bali’s allure is unmatched. That is why Suena stresses the importance of combining routes and activities so that every trip tells a new story.
“Selling Bali does not mean just selling Kuta, Nusa Dua, or Ubud. Bali must be offered as an adaptive travel package—one that allows visitors to feel the island in its entirety,” he explained.
For this man who has traveled across Indonesia, the key to Bali’s enduring success lies in creative programming—designing packages that are engaging, diverse, and never monotonous. Suena believes that by highlighting Bali as a cultural destination, the island will continue to shine as a global magnet—not just as a place to visit, but as a living experience that reignites wonder every time people return. **
Writer: Karolina, Editor: Igo Kleden
