JAKARTA - Bali & Beyond Travel Fair (BBTF) 2026 recorded a transaction value of IDR 6.9 trillion throughout the event on May 28-30, 2026 in Nusa Dua, Bali.
Although it reflects the still high business activity of the tourism sector, a number of industry players assess that this achievement needs to be read more deeply in the midst of changes in the global tourism landscape.
Chairman of the 2026 BBTF Committee, I Putu Winastra, said the results were still positive even though they were lower than the previous year's achievement of IDR 7.84 trillion.
According to him, the success of the tourism business exhibition is not only measured by the value of transactions, but also by the formation of business cooperation, the opening of new markets, to the increase in tourist visits in the long term.
Bali tourism observer and actor, Giostanovlatto said the decline in transaction value does not necessarily indicate a weakening of the industry.
He saw a shift in market orientation from long-distance destinations to closer regions such as Asia and Australia.
"Buyers are now more from Asia and Australia than the traditional European and American markets. This shows that the industry is adapting to changes in traveler behavior and global economic dynamics," he said.
According to him, the increase in international travel costs, geopolitical uncertainty, and changes in tourist preferences make industry players have to change their marketing and market development strategies.
He also reminded that the transaction figures announced at the travel fair generally include various forms of business commitments, ranging from exploring cooperation to initial agreements whose realization takes time.
"What is more important is to see how much the transaction is realized into tourist visits, increased hotel occupancy, and sustainable business contracts," he said.
BBTF 2026 was attended by buyers from 44 countries and began to expand its focus to new potential markets, including South Africa and a number of other developing countries.
According to Giostanovlatto, diversifying the market is important in the midst of increasingly tight competition in the global tourism industry.
Apart from the attraction of destinations, infrastructure factors, regulatory certainty, environmental quality, and destination governance are now the main considerations for international buyers in determining business cooperation.
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