PHRI Bali says culinary trend shift boosts tourism competitiveness
The Indonesian Hotel and Restaurant Association (PHRI) in Bali believes the changing culinary trends of tourists, who are now seeking authentic experiences, are creating new space to drive innovation and competitiveness in the hospitality industry.
“Food and drink are no longer just about filling the stomach. What is now more prominent is the experience. Cuisine has become part of an authentic experience for tourists to understand the flavours and culture of a region,” said PHRI Bali Chairman Tjok Oka Artha Ardhana Sukawati in Denpasar, Bali, on Monday.
The former Deputy Governor of Bali said there is currently a shift in the behaviour of tourists staying in villas or rural areas such as Ubud and Kintamani.
Tourists now tend to buy their own ingredients at local markets to try cooking experiences according to their tastes.
According to him, the potential of gastronomy-based tourism is extraordinary if it can be managed well, especially since Bali is rich in local food products.
However, he regrets that this wealth has not been explored to its full potential.
“We are still envious when we see other regions such as China or Italy. Bali is so rich in local food products, yet only one has emerged so far — sate lilit. The others have not yet appeared,” he said.
For this reason, PHRI Bali hopes that through the Bali Interfood international culinary exhibition, businesses can innovate in processing local ingredients, thereby creating new uniqueness that distinguishes Balinese cuisine at the international level.
He noted that hotel occupancy across Bali currently stands at 60–65 percent, with Sanur and Ubud being the most prominent areas.
This occupancy is lower than the same month in 2025, but according to PHRI Bali, the culinary trend is an opportunity that culinary businesses can capitalise on.
The presence of the food and beverage industry exhibition is considered timely for strengthening hotel and restaurant business networks.
“The Bali Interfood exhibition opening today is certainly not just a product exhibition, but a highly strategic space for entrepreneurs to strengthen business networks, enhance creativity, and reinforce competitiveness,” said Cok Ace, as he is known.
Krista Exhibitions CEO Daud D. Salim, as the organiser, said that Bali Interfood 2026 returns for its 7th edition on 2–4 September 2026 at the Bali Nusa Dua Convention Center (BNDCC).
The event is attended by 110 participants, including 35 MSMEs from eight countries: Indonesia, China, Malaysia, Thailand, Singapore, Vietnam, Japan, and France, with a target of 15,000 visitors.
“Bali has great potential because tourism, hotels, restaurants, and food and beverage businesses are developing simultaneously. We want to make Bali Interfood a place for businesses to introduce products, meet potential partners, and obtain the latest information on developments,” said Daud.
The exhibition, held concurrently with Bali Hotel & Tourism, Bali Coffee Expo, Bali Wine & Spirit, and Bakery Indonesia Expo 2026, features a variety of agendas, ranging from Gelato World Cup qualifiers and culinary workshops with professional chefs to business matching programmes for hotel, restaurant, and café industry players.