Bali Tourism Authority Acknowledges Declining Trend in Chinese Tourist Visits
Bali’s Tourism Department (Dispar) has acknowledged a declining trend in visitor numbers from China to Bali following the COVID-19 pandemic. This decline is influenced by multiple factors.
“Indeed, there has been a change in the pattern of Chinese tourist visits to Bali after the COVID-19 pandemic, where previously visits were predominantly group-oriented, but have increasingly shifted towards individual travellers,” said Bali Tourism Department Head I Wayan Sumarajaya to detikBali on Monday (9 March 2026).
Sumarajaya attributed this change to several factors, including the rapid development of digital tourism platforms. These platforms enable tourists to plan their own trips without relying on travel agencies.
“With these platforms, tourists can book flights, search for accommodation, and plan their own itineraries, which reduces dependence on group tour packages,” Sumarajaya explained.
The changing demographic composition of Chinese tourists has also been a contributing factor. He noted that most Chinese visitors to Bali are from Generation Z and millennials.
“Their characteristics show they prefer adventure and local experiences, and seek unique destinations for social media content,” he said.
Sumarajaya also cited changes in airline business models and flight access as contributing factors. The former Bali PMPTSP Head explained that post-pandemic flight routes have not fully recovered.
“Flight ticket prices are higher and flight schedules are not always suitable for tour groups, causing tourists to prefer flexible individual travel,” he stated.
Sumarajaya also urged travel agencies to ensure group tourism operations comply with applicable regulations and laws.
“So that the tourism ecosystem can function properly and benefit everyone,” he added.
Additionally, Sumarajaya recommended that travel agents implement digitalisation for promotion and marketing. Offline, they should create attractive packages.
“So that tourists have alternative options that can leave positive impressions and experiences during their stay in Bali,” Sumarajaya concluded.