In the heart of Ubud, Bali, three retired Chinese women from Nanjing are enjoying their vacation, laughing and taking photos in front of tropical flowers. Zhang Min, one of the women, speaks about their plans to sail, climb a volcano, and snorkel, expressing her excitement about exploring everything the island has to offer. The group, part of a larger Chinese tour group, represents a welcome resurgence of international tourists to Bali, a destination that saw a significant drop in visitors during the pandemic.
Before COVID-19, Chinese tourists were a major force in global tourism, with over 2 million visitors from China traveling to Indonesia in 2018. However, as the pandemic shuttered international borders, the number of Chinese tourists plummeted, reaching just 54,000 in 2021. Since then, Indonesia has worked hard to revive its tourism industry, focusing on attracting Chinese travelers, who are returning slowly due to ongoing economic challenges and tight restrictions in China.
In 2023, the number of Chinese visitors to Indonesia quadrupled, reaching 788,000, and the government has set a target of 1.5 million for 2024. Despite setbacks such as natural disasters, officials remain optimistic that the country will exceed 1 million Chinese visitors by the end of the year. This influx is a key part of Indonesia's strategy to rejuvenate its tourism sector, which contributes up to 6% of the country's GDP.
Zhang Min, while grateful for the opportunity to travel, points out the pressures faced by younger generations in China, including high costs for healthcare, housing, and education. These burdens make it difficult for many young people to afford international travel. Adding to this, the Chinese government has imposed stricter controls on its citizens' travel, with some reports suggesting the confiscation of passports to limit foreign travel.
As Indonesia works to welcome tourists back, it is focusing on attracting responsible travelers who spend well and appreciate local experiences. While Bali remains the top destination for Chinese tourists, with nearly 48,000 visiting in July 2024, there are concerns about overtourism. Indonesia’s tourism minister, Sandiaga Uno, has warned that even a modest increase in visitors could overwhelm Bali, prompting the government to pause new hotel developments in some areas.
Ni Made Ayu Marthini, Indonesia’s Deputy Minister for Tourism Marketing, emphasizes the importance of balancing tourism growth with preservation. She believes that while the numbers are significant, fostering meaningful travel experiences that benefit both visitors and local communities is just as crucial. “If you want to have Bali forever, you must protect the people,” Marthini stated, stressing the need to maintain the island’s unique charm while accommodating the influx of tourists.
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