Bali Hotel Association Calls for Shift from Tourism Quantity to Quality

Tjokorda Oka Artha Ardana Sukawati (Cok Ace), chairman of Bali's Hotel and Restaurant Association (PHRI) and former deputy governor of Bali, stated at the 6th Global Conference on Entrepreneurship and Economy in an Era of Uncertainty (EEEU), held at Bali State Polytechnic in Badung regency, that Bali's tourism industry is moving away from a quantity-focused approach toward one centered on quality.

According to Cok Ace, the industry should no longer be measured solely by visitor numbers, hotel room counts, occupancy rates, flight volumes, or spending figures. Instead, the focus should shift toward the value and benefits generated for local communities and the economy, including whether residents directly feel economic benefits and whether there is respect for culture and environmental balance.

The conference drew around 150 participants and experts from Indonesia, Malaysia, Thailand, the United States, and countries across Europe and Africa. The Polytechnic's director emphasized that local small businesses (UMKM) should adopt technology, including AI, to remain competitive while staying rooted in local culture.

This statement represents a policy direction expressed by an industry association and academic institution, not a new law or regulation. No immediate changes to rules affecting tourists or residents have been announced.