DENPASAR, Bali – Nearly seven million tourists visiting Bali booked their trips through travel agents in 2025, highlighting the continued role of travel agencies in the island’s tourism industry despite the growing popularity of online booking platforms.
According to the Bali chapter of the Association of The Indonesian Tours and Travel Agencies (ASITA), 6.9 million tourists used travel agents to visit the island in 2025. The figure marks a steady increase from 6.3 million in 2024 and 5.3 million in 2023, while 2.1 million tourists relied on travel agencies in 2022 as Bali’s tourism industry continued recovering from the COVID-19 pandemic.
Between January and April 2026 alone, around two million tourists had already arrived in Bali through travel agents, suggesting demand for organized travel services has remained strong this year.
ASITA Bali Chairman I Putu Winastra said travel agencies accounted for around 65 percent of international tourist arrivals to Bali in 2025. He said the figures reflected continued confidence in travel agents among overseas visitors.
To maintain that momentum, travel agencies are developing more diverse and higher-quality travel packages designed to offer fresh experiences, particularly for repeat visitors seeking to explore beyond Bali’s well-known attractions.
One of ASITA’s key initiatives is promoting tourism villages that showcase Bali’s cultural heritage, traditional lifestyles, and natural beauty. Winastra said integrating these destinations into international travel itineraries could help create jobs and generate new economic opportunities for local communities.
The association is also encouraging visitors to explore northern Bali, including Buleleng Regency, as part of efforts to spread tourism more evenly across the island. However, Winastra acknowledged that longer travel times and limited accommodation options remain challenges for expanding tourism in the region.
He added that building a higher-quality tourism industry requires collaboration between the government, tourism businesses, small and medium-sized enterprises, and local communities.
“Quality tourism is not solely the government’s responsibility—it is an ecosystem that requires everyone to work together,” Winastra said.
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