Ahead of Bali Tourism's 100th Anniversary, PHRI Bali Chief Warns of Over-Commercialization of Sacred Culture
Cok Ace, chairman of Bali's Hotel and Restaurant Association (PHRI), reflected on Bali tourism's history since 1927 and expressed concern that sacred cultural practices, such as Barong and Sanghyang dances, are being over-commercialized for performances in hotel lobbies. He argued that Bali's traffic and waste problems stem from "over-concentration" rather than "overtourism," and called for future tourism to be measured by value created rather than visitor numbers.
On September 9, 2026, Cok Ace, chairman of Bali's Hotel and Restaurant Association (PHRI), spoke at the "Balinomic" event hosted by Bank Indonesia, reflecting on Bali tourism's near-century-long journey ahead of its 100th anniversary in 2027 and raising concerns about its current direction.
According to Cok Ace, Bali tourism gained international attention starting in 1927, largely due to German painter Walter Spies. Ngurah Rai Airport opened in 1969, and by the 1970s, Australian tourists began visiting Bali in a hippie or backpacker style. In response, Bali enacted a provincial regulation in 1973 establishing culture-based tourism as its foundation—a policy that remains unchanged today.
Tourism expanded significantly from 1977 onward with rural electrification and the development of Nusa Dua, peaking in the 1990s. Events such as the Bali bombings and the COVID-19 pandemic later marked turning points.
Cok Ace expressed concern that sacred dances such as Barong and Sanghyang, once tied to spiritual practice, are now performed in hotel lobbies purely for tourism purposes. He noted that village boundaries and sacred zones (karang kekeran) are being disregarded for the sake of tourism, alongside excessive land conversion and environmental exploitation.
He further argued that Bali's current traffic congestion and waste issues stem not from "overtourism" but from "over-concentration"—tourism growth that fails to follow market dynamics and instead clusters in specific areas. He concluded that Bali's tourism future should be measured not by visitor numbers, but by the economic value created, job opportunities generated, growth of small and micro enterprises (UMKM), and how well nature and culture are preserved.
Things to Consider
Visitors should be aware that dance performances shown in hotel lobbies are often simplified for tourism purposes; those seeking to experience more authentic sacred rituals, such as Sanghyang, should research and attend official temple ceremonies or community-organized cultural events in advance. Rules regarding entry into sacred village zones (near temples, etc.) vary by area, so always follow local guides' instructions and posted signage. In congestion-prone areas like Kuta, Seminyak, and Canggu, consider adjusting travel times and checking ride-hailing apps beforehand.
Source: Koranjuri.com