Pojok NTB — Indonesia officially opened the 12th Bali & Beyond Travel Fair (BBTF) 2026 on Wednesday evening in Bali, bringing together hundreds of tourism industry stakeholders from around the world as the country seeks to strengthen its position in the increasingly competitive global tourism market.
The annual tourism business forum, held at Heritage Garden, The Westin Resort Nusa Dua, Bali, is regarded as one of Indonesia’s most important international business-to-business tourism platforms. This year’s edition comes amid shifting global travel trends, geopolitical uncertainty, inflationary pressures, and growing demand for tourism experiences centered on quality, sustainability, authenticity, and trust.
Under the theme “Redefining Indonesia’s Gastronomy Journey: A Celebration of Taste, Culture, and Sustainable Heritage,” BBTF 2026 places gastronomy at the center of Indonesia’s tourism narrative, positioning food not merely as culinary consumption but as a gateway to understanding Indonesian culture, heritage, local communities, and meaningful travel experiences.
More than 407 international and domestic buyers from 44 countries are participating in this year’s event, meeting with 286 sellers representing tourism businesses from Indonesia and international markets. Organizers said the strong participation reflects continued confidence in Bali and Indonesia as trusted tourism destinations and reliable business partners in the global travel industry.
The opening ceremony was attended by national and regional leaders, including representatives from Indonesia’s Ministry of Tourism, the Ministry of Foreign Affairs, tourism associations, international buyers, media organizations, sponsors, and strategic partners. The presence of government officials highlighted Indonesia’s commitment to positioning tourism as a key driver of economic growth, foreign exchange earnings, and international cooperation.
BBTF Chairman and ASITA Bali Chairman I Putu Winastra said the event has evolved far beyond the traditional concept of a tourism exhibition and now serves as a strategic platform that connects Indonesia’s tourism ecosystem directly with global markets.
“BBTF 2026 is not merely a meeting point between buyers and sellers. It is a platform of trust, accountability, and partnership,” Winastra said during the opening ceremony.
“The buyers attending BBTF are reputable tourism business players, decision makers, global distribution networks, and strategic industry partners. One buyer has the potential to bring thousands of travellers to Indonesia every year,” he added.
According to Winastra, Indonesia aims to ensure that Bali and the wider Indonesian tourism sector continue to be viewed not only as attractive destinations, but also as reliable, competitive, and valuable partners for the international market.
He said the impact of BBTF extends beyond large hotels and tourism corporations, creating opportunities for destination management companies, cultural tourism operators, wellness providers, gastronomy-based businesses, transportation services, attractions, and small and medium-sized enterprises that form part of Indonesia’s broader tourism value chain.
“Tourism must create broader economic benefit,” Winastra said. “BBTF opens direct access for Indonesian sellers to serious buyers, while giving the global market a richer understanding of Indonesia’s diverse tourism products — from Bali to destinations beyond Bali.”
Indonesia has increasingly sought to diversify tourism beyond Bali, promoting destinations across the archipelago as part of a long-term strategy to distribute economic benefits more evenly while reducing overdependence on Bali as the country’s primary tourism gateway.
Reflecting that strategy, BBTF 2026 highlights stronger inter-regional collaboration, including the participation of the Jakarta provincial government as co-host and strategic partner. Organizers said the collaboration reinforces Indonesia’s position as a multi-destination tourism country, with Bali serving as the gateway while other destinations gain greater visibility in international markets.
Jakarta’s pavilion at the event features tourism businesses and stakeholders from the capital engaging directly with global buyers and tourism partners
The opening evening also showcased cultural and gastronomic elements inspired by Megibung, a communal dining tradition from Karangasem in East Bali. In Balinese culture, Megibung symbolizes togetherness, equality, mutual respect, and shared experiences — values organizers said reflect the collaborative spirit needed to support sustainable tourism growth.
The official opening ceremony featured the symbolic beating of the Lesung with Alu, accompanied by the sounding of Kulkul, a traditional Balinese communication instrument used to call communities together. Organizers said the symbolism reflected the importance of collective action and collaboration among government, industry players, local communities, and international partners in shaping the future of tourism.
BBTF 2026 is also being positioned as a platform for destination storytelling, policy alignment, and long-term industry collaboration rather than solely a venue for business transactions. Organizers said the event supports Indonesia’s broader tourism strategy by bringing international buyers directly to destinations so they can experience the country’s hospitality, culture, diversity, and tourism products firsthand.
As part of the program, international buyers will participate in five post-tour experiences designed to showcase Indonesia’s tourism diversity. These include visits to Lombok and Sumbawa in West Nusa Tenggara, highlighting emerging tourism potential, natural attractions, and local culture; community-based tourism programs in Bali offering authentic village experiences; coastal and island tourism in Kepulauan Seribu hosted by Jakarta; cultural and gastronomic experiences in Badung; and visits to Sababay Winery, which promotes locally produced Balinese wine, women-led entrepreneurship, gastronomy, and Indonesian craftsmanship.
The event will continue until May 30 at the Bali International Convention Centre, featuring pre-scheduled business meetings, destination presentations, networking sessions, and strategic tourism industry engagements.
As Indonesia shifts toward higher-value and experience-driven tourism, organizers say BBTF 2026 reflects a broader message that the future of tourism will depend not only on visitor numbers, but also on trust, quality, cultural identity, sustainability, and the wider economic benefits created for local communities.
