Bali & Beyond Travel Fair (BBTF) 2026 officially closed its 12th edition by recording a transaction potential of IDR 6.9 trillion. This achievement reflects the continued confidence and commitment of the international market toward Indonesian tourism amid evolving global economic and geopolitical dynamics.

Held from 28–30 May 2026 at the Bali International Convention Centre (BICC), The Westin Resort Nusa Dua, Bali, BBTF 2026 brought together buyers, sellers, tourism boards, hospitality industry players, government representatives, sponsors, media, and destination stakeholders in one B2B platform to strengthen business networks, destination promotion, and tourism partnership opportunities for Indonesia in the global market.

The achievement of the targeted number of buyers demonstrates that Indonesia continues to be seen as a destination with strong appeal, competitive value, and promising business opportunities. The presence of buyers from various regions, particularly Asia, ASEAN, and Australia, further expanded collaboration opportunities for Indonesia’s tourism industry players.

However, BBTF emphasised that transaction value is not the only measure of success. The greatest value of a travel trade show continues after the event, through follow-up contracts, new itinerary development, market expansion, stronger partnerships, and buyers’ decisions to bring more travellers to Indonesia.

Vice Minister of Tourism of the Republic of Indonesia, Ni Luh Puspa, who attended the closing of BBTF 2026, stated that this achievement serves as an important reminder for the industry to continue strengthening destination quality, connectivity, and the readiness of Indonesian tourism products in the international market.

“Indonesian tourism must grow through quality, not merely volume. Therefore, destination readiness is essential — from product quality, service, and infrastructure to the ability of destinations to deliver safe, comfortable, and valuable experiences for visitors. The government also continues to engage with various airlines to strengthen connectivity, while bringing curated products from various Indonesian destinations so they are better prepared to be showcased to the global market,” said Ni Luh Puspa.

Chairman of BBTF 2026 and Chairman of DPD ASITA Bali, I Putu Winastra, S.AB., M.A.P., said that BBTF 2026 delivered three important messages: confidence in Bali and Indonesia remains strong, the global market is becoming more selective, and future competition will be determined by destination readiness.

“BBTF 2026 shows that confidence in Bali and Indonesia remains strong. However, the market is becoming more selective. Buyers are looking for destinations that are ready, credible, well-managed, and easy to sell with confidence,” said I Putu Winastra.

According to him, promotion alone is no longer enough. Destinations must be ready in terms of product, service, access, infrastructure, storytelling, and governance. Indonesia has extraordinary tourism assets, but these assets must be translated into market-ready products, supported by consistent service, and protected by good destination governance.

In the context of Bali, BBTF 2026 also highlighted the importance of encouraging travellers to stay longer, explore more widely, understand culture more deeply, and create a more balanced economic benefit. Therefore, long-stay visitors and repeat travellers are becoming increasingly important markets for Bali and Indonesia.

“The future of Bali tourism is not simply about attracting more travellers. What matters more is attracting the right market, developing the right products, and protecting the destination in the right way,” Winastra emphasised.

Governor of Bali, I Wayan Koster, stated that Bali must continue to uphold the direction of tourism development that is culture-based, quality-driven, dignified, and sustainable. According to him, global market confidence in Bali must be answered with strong destination governance and consistency in preserving Bali’s character.

“Bali must remain Bali. Bali’s main strength does not lie only in its natural beauty, but in its culture, traditions, spirituality, community warmth, and local life that form the soul of this destination,” said Governor Koster.

He emphasised that the quality of Bali tourism must be maintained through service, cleanliness, safety, infrastructure, waste management, visitor comfort, and the protection of culture and the environment. BBTF was also seen as an important platform to connect markets, industry players, and destination policy direction so that Bali can continue to be a destination trusted by the world.

From an industry perspective, BBTF 2026 showed that buyers need products that are not only visually attractive, but also clear in pricing, narrative, service standards, ease of collaboration, and readiness to respond to global traveller trends, including culture, gastronomy, wellness, sustainability, family travel, luxury, and special interest tourism.

The closing forum also highlighted the importance of cross-sector coordination to strengthen high-value markets, including long-haul markets. Support from the Ministry of Tourism, the Ministry of Foreign Affairs, Indonesian representatives abroad, airlines, regional governments, ASITA, sellers, and destination partners is essential to strengthen promotion, flight access, market intelligence, and the readiness of Indonesian tourism products.

Closing this year’s edition, BBTF introduced the early direction for The 13th Bali & Beyond Travel Fair 2027, scheduled to take place on 9–11 June 2027 under the theme “Bali & Beyond: Regenerative Travel, Elevated.” The event will again be held at BICC, Bali International Convention Centre.

This theme continues the direction of BBTF 2026. If this year BBTF highlighted gastronomy, culture, and sustainable heritage, next year the conversation will be elevated toward how tourism can contribute more positively to destinations, communities, culture, the environment, and the local economy.

“Through the theme ‘Bali & Beyond: Regenerative Travel, Elevated,’ BBTF 2027 will take Indonesia’s tourism conversation to a higher level: not only about growth, but about the quality of growth and positive impact for communities, culture, and nature,” said Winastra.

With the close of BBTF 2026, the committee reaffirmed that the greatest value of this travel fair lies in business follow-up, long-term relationships, market expansion, stronger partnerships, and a shared commitment to position tourism as a force for the economy, culture, diplomacy, and the future of destinations.

BBTF 2026 serves as a reminder that the future growth of Indonesian tourism must be built through quality, not only volume; through destination readiness, not only promotion; through market-ready products, not only beautiful assets; and through stronger collaboration between government, industry, airlines, communities, and the global market.

For more information about BBTF, please visit the official BBTF website at www.bbtf.co.id.