Notes

Slide 1 – Title
“Good [morning/afternoon], everyone.
My name is Sonam Gyalbu Sherpa, and today I’ll be presenting an environmental scan of Bali’s tourism industry, with a focus on developing a strategy for 2030.

This is an internal briefing for senior management, so I’ll not only highlight where Bali stands today, but also explore the forces shaping its future, the risks and opportunities we face, and what actions we can take to ensure a sustainable path forward.”

Slide 2 – Roadmap
“To guide you through this, I’ve structured the presentation into seven parts:

A quick overview of Bali’s current situation,

A PESTLE analysis of external forces,

Key tourism trends,

Impacts and issues,

Strategic recommendations,

Next steps, and finally,

References.

[Visual explanation]
As you see here, the roadmap looks like a journey — moving from where we are now to where we need to be. Think of it as a travel itinerary for Bali’s tourism future.”

Slide 3 – Current Situation
“Bali is Indonesia’s number one tourist destination. In 2024, over five million international arrivals were recorded, which marks a strong recovery from pandemic lows. Tourism now makes up about 55% of Bali’s economy — meaning more than half of jobs and businesses depend directly on visitors.

The island’s main source markets are Australia, China, India, and Europe. But this dependency also makes Bali vulnerable.

The challenges are mounting: overtourism leading to congestion and cultural dilution, unmanaged waste, fresh water shortages, and the struggle to preserve Balinese traditions.

[Visual explanation]
On this slide, you can see the map of Bali and a graph that shows how tourism numbers collapsed during COVID and then surged back in 2024. That recovery is positive, but it also puts renewed pressure on the island’s environment and infrastructure.”

Slide 4 – Key Forces (PESTLE)
“To understand what’s shaping Bali’s tourism future, I used the PESTLE framework.

Politically: the government is reforming visa policies and pushing new tourism hubs.

Economically: Bali relies heavily on foreign exchange and is sensitive to global recessions.

Socially: there’s a growing demand for sustainability, but also pushback from local communities on overtourism.

Technologically: online bookings, AI tools, and digital nomads are reshaping travel patterns.

Legally: stricter rules on rentals and environmental compliance are being enforced.

Environmentally: the island faces climate change, rising seas, water shortages, and a plastic waste crisis.

[Visual explanation]
The diagram here shows PESTLE as six interconnected factors, reminding us that no single force drives tourism — it’s the combination that matters.”

Slide 5 – Political
“Tourism is central to Indonesia’s national growth plan. The government is encouraging development beyond Bali through the ‘10 New Balis’ initiative — creating alternative tourism hubs to ease pressure on the island.

At the same time, the visa on arrival scheme, now available to 92 countries, has boosted international arrivals significantly.

[Visual explanation]
On this map, Bali is highlighted alongside the other new tourism hubs. This shows the government’s intent to spread visitors across the archipelago rather than letting Bali bear the entire load.”

Slide 6 – Economic
“Tourism drives more than half of Bali’s GDP. That’s an enormous share, and it brings both strength and fragility.

When the industry thrives, everyone benefits — but when there’s a global recession, rising airfare costs, or health crises, Bali is hit very hard. Local communities are especially at risk because their livelihoods are so dependent on visitor spending.

[Visual explanation]
The pie chart here shows just how dominant tourism is compared to agriculture or other sectors. It’s a clear reminder that Bali’s economy needs more balance if it’s to be resilient.”

Slide 7 – Social & Technological
“Socially, overtourism is creating tension. Communities are protesting against crowding, noise, and loss of cultural authenticity. Yet at the same time, there’s a new wave of tourists looking for eco-friendly, authentic cultural experiences.

Technologically, Bali is adapting quickly. Most bookings are mobile-first. Social media — especially Instagram — heavily influences where tourists go. And Bali has become one of the top destinations for digital nomads — remote workers who stay longer and spend differently than traditional tourists.

[Visual explanation]
The icons on this slide — Instagram, eco-tourism, and a laptop nomad — show how culture and technology are shaping the way people experience Bali today.”

Slide 9 – Environmental
“Perhaps the most critical challenges are environmental.

Bali generates around 3,800 tonnes of waste daily, much of which isn’t properly managed.

Tourism uses about 65% of the island’s fresh water, leaving villages and farmers struggling.

Coral reefs are bleaching, beaches are eroding, and climate change brings rising sea levels and stronger storms.

[Visual explanation]
This slide shows a striking contrast: a photo of beach erosion alongside an infographic of daily waste. It’s a reminder that Bali’s beauty is under real threat — and tourism both contributes to and can help solve these issues.”

Slide 10 – Key Trends
“Looking forward, five trends stand out:

Tourists are increasingly willing to pay more for sustainable, eco-friendly travel.

Digital nomads are boosting long stays.

Visitor markets are diversifying, especially from India and Southeast Asia.

Regulations are tightening with new taxes and rental limits.

There’s more investment in green infrastructure and eco-certification.

[Visual explanation]
The arrows on this slide show whether these trends lean more toward risks or opportunities. Sustainability, for example, is both a challenge and a powerful branding opportunity.”

Slide 11 – Risk & Opportunity Matrix
“When we map risks and opportunities, the picture is clearer:

High risks: climate change, waste and water shortages, and overtourism.

Medium risks: currency shifts and political uncertainty.

Strong opportunities: sustainability branding, digital nomads, and new market diversification.

[Visual explanation]
The 2×2 grid on this slide helps us visualize where to prioritize attention. Notice that the biggest risks and biggest opportunities sit side by side — which means if we act wisely, we can turn challenges into strengths.”

Slide 12 – Strategic Implications for 2030
“So what does all of this mean? Four pillars will be essential if Bali is to thrive by 2030:

Climate and environmental resilience — conserving water and managing waste.

Market diversification — not relying too heavily on just Australia and China.

Community-based and cultural tourism — ensuring growth benefits locals and protects culture.

Digital infrastructure — supporting both tourists and remote workers.

[Visual explanation]
This is illustrated as a four-pillar temple. The image was chosen to reflect Bali’s culture — pillars of resilience holding up the roof of future tourism.”

Slide 13 – Recommended Actions
“To achieve this, we can act across three time horizons:

Short term: Reinvest eco-tax funds, enforce waste management, and expand water-saving programs.

Medium term: Develop eco-tourism villages and promote India and Southeast Asia as new growth markets.

Long term: Set a bold target — Bali as a carbon-neutral destination by 2030.

[Visual explanation]
On the slide, you’ll see a roadmap timeline from 2025 to 2030, showing how immediate actions build toward longer-term transformation.”

Slide 14 – KPIs & Measurement
“Success needs to be measurable. Some key indicators could include:

Reducing plastic waste and water use per tourist.

Tracking the share of arrivals from diversified markets.

Increasing the percentage of hotels with eco-certification.

And importantly, a ‘community approval index’ alongside tourist satisfaction scores.

[Visual explanation]
The dashboard graphic on this slide represents these metrics visually — showing progress in a way that’s easy to monitor over time.”

Slide 15 – Next Steps
“So, what’s next? Three pilot projects can be launched immediately:

A Green Infrastructure Fund to tackle water and waste.

A Diversification Campaign to target India and Southeast Asia.

Community Tourism Training to empower locals as leaders in sustainable tourism.

[Visual explanation]
The icons — water, a plane, and people — capture these next steps clearly. They’re small actions with potentially big impact.”

Slide 16 – References
“To conclude, this analysis is grounded in data from reliable sources: Tourism Research Australia, UNWTO, OECD, Bali Tourism Board, the World Bank, and environmental research including the Great Barrier Reef Authority.

Together, these provide a robust base for our strategy.”

Closing
“So, to wrap up: Bali is both blessed and challenged. Tourism fuels its economy but threatens its environment. By focusing on sustainability, market diversification, community empowerment, and digital infrastructure, Bali has a real chance to thrive by 2030.

Thank you for your time, and I welcome any questions.”