New research from Bali’s leading tourism academics reveals fascinating shifts in how visitors spend their money on the island. With international tourists increasing their average expenditure by 11.3% in 2024, the data uncovers emerging trends that are reshaping Bali’s tourism landscape.
Significant Increase in Tourist Spending
Researchers from the Unud Tourism Excellence Center have analyzed comprehensive data from 2024, revealing notable changes in traveler spending habits. International tourists visiting Bali’s Denpasar Regency, which includes popular areas like Sanur, increased their average spending significantly compared to 2023.
The average expenditure per person jumped from IDR 1,988,477 in 2023 to IDR 2,242,540 in 2024, representing an 11.3% increase. While this translates to approximately USD 140 per person, context is crucial: the average international tourist stay in Bali is just two to three days.
Understanding the Numbers
At first glance, USD 140 per person might seem modest. However, when you consider that many visitors come for short weekend trips alongside those enjoying longer one to two-week vacations, the average makes more sense. The data encompasses a wide spectrum of travel styles, from budget backpackers to luxury resort guests.
What Are Tourists Spending Money On?
The research team analyzed tourist expenditure across nine distinct categories:
- Accommodation
- Food and beverages
- Local transportation
- Souvenir shopping
- Tour guide services
- Tourism attraction entrance fees
- Water sports and adventure activities
- Spa and wellness activities
- Nightlife and entertainment
The Wellness Tourism Boom
One of the most significant findings from the 2024 data is the rising popularity of spa and wellness activities among tourists. Research team member Nyoman Ariana emphasized this trend’s importance for future tourism development.
“It was found that spa and wellness activities tend to be increasingly popular with tourists visiting Denpasar. So spa, wellness tourism activities are important to be developed seriously in the future,” Ariana noted.
This wellness tourism surge aligns with global travel trends where visitors increasingly seek relaxation, rejuvenation, and holistic health experiences during their vacations. Bali’s existing reputation for yoga retreats, traditional healing practices, and world-class spa facilities positions the island perfectly to capitalize on this growing market segment.
Domestic Tourism on the Rise
While international visitor spending increased by 11.3%, domestic Indonesian tourists also boosted their expenditure, albeit at a more modest rate of 3.5%. In 2024, Denpasar Regency welcomed 1,772,975 overnight tourists, comprising 448,425 international visitors and 1,324,550 domestic travelers.
Who Are Bali’s Visitors?
The demographic breakdown reveals interesting patterns. International tourists primarily come from Australia, followed by the Netherlands and Germany, with an age range of 27-42 years. They use Instagram and Facebook for travel information.
Domestic tourists mainly originate from Jakarta, East Java, and Central Java. The dominant generation is Gen-Z, who rely on Instagram and TikTok for trip planning.
The Gen-Z Influence on Travel Trends
The research highlights Gen-Z’s significant role in shaping Bali’s tourism trends. These younger domestic travelers are trendsetters whose preferences eventually influence broader traveler demographics, including older domestic tourists and international visitors.
Understanding Gen-Z’s travel behaviors is crucial for tourism businesses. Their preference for social media platforms like TikTok and Instagram for trip planning means visual content, authentic experiences, and shareable moments drive their destination choices.
High-Spending Tourist Nationalities
Earlier data from Indonesia’s Central Statistics Agency revealed which nationalities spend the most during Indonesian vacations. In 2023, Austrian tourists topped the list with an average expenditure of IDR 69.4 million (approximately USD 4,274) per trip. Swiss visitors followed closely, spending an average of IDR 67.4 million (around USD 4,151).
These figures demonstrate the substantial economic impact that certain tourist segments bring to Indonesia’s tourism economy. Updated figures for 2024’s highest-spending tourists will be released sometime in 2025.
Strategic Focus for 2025: Quality Over Quantity
The Bali Provincial Government and Tourism Office have long pursued strategies to encourage tourists to stay longer, spend more meaningfully, and explore beyond traditional hotspots. For 2025, increased promotion of North Bali and West Bali destinations aims to distribute tourism benefits more evenly across the province.
These emerging destinations offer high-quality experiences at better value, less crowded attractions, more authentic cultural interactions, direct economic benefits to less-developed communities, and reduced environmental pressure on southern resort areas.
What These Trends Mean for Travelers
For visitors planning Bali trips in 2025, understanding these spending patterns can help optimize your budget. Budget travelers should consider exploring emerging destinations in North and West Bali for better value. Wellness seekers can expect expanded spa and wellness offerings as businesses respond to growing demand. Extended stay visitors can explore beyond Denpasar and discover Bali’s diverse regions.
Conclusion
The 11.3% increase in international tourist spending in Bali during 2024 reflects evolving traveler preferences, with wellness tourism emerging as a significant growth area. Combined with Gen-Z’s influence on travel trends and strategic efforts to promote sustainable tourism distribution, Bali is positioning itself for continued success while addressing overtourism concerns in popular southern areas.
Understanding these spending patterns helps both tourists plan better trips and tourism businesses adapt to changing market demands. As we move into 2025, expect to see more diverse experiences, enhanced wellness offerings, and greater emphasis on sustainable, meaningful travel throughout the island.
