Bali, the Island of the Gods, continues to captivate Australian travellers, cementing its status as a top air travel destination.
With its sun-drenched beaches, vibrant culture, and short flight times from Australia, it’s no surprise that over 1.5 million Aussies flocked to Bali in 2024. This makes Australians the largest group of international visitors.
A new study by researchers Alexander Josiassen from Copenhagen Business School and Asti Aksari from Udayana University is diving deeper into why Bali holds such allure for Australians.
The study is now calling for Aussie travellers to share their experiences through an online survey. The study aims to shape the future of Bali’s tourism industry.
Bali’s Enduring Appeal for Australians
For decades, Bali has been a home away from home for Australians. Its proximity from key airports like Sydney or Perth makes it an easy escape for a tropical holiday.
Affordable flights, with return tickets often under AUD 500, and a lower cost of living compared to Australia further boost its popularity.
From the bustling nightlife of Kuta to the serene rice terraces of Ubud, Bali offers something for everyone. Family-friendly resorts, world-class surf breaks, and a rich cultural tapestry of temples and traditional ceremonies keep Australians coming back year after year.
In 2025, Bali welcomed 2.64 million international arrivals from January to May alone. This was a 9% increase from 2024, with Australians leading the pack.
Despite emerging destinations like Japan gaining traction due to its ski resorts and weak yen, Bali remains unrivalled as Australia’s top international getaway.
The island’s tourism sector, contributing 4.6% to Indonesia’s GDP in 2025, thrives on this influx, supporting nearly 26 million jobs.
Yet, challenges like overtourism and infrastructure strain highlight the need for sustainable growth, a key focus of the new study.
A New Study to Understand Aussie Travellers
Researchers Alexander Josiassen and Asti Aksari first connected at Victoria University in Melbourne. They are collaborating on a groundbreaking study to explore Bali’s appeal through the eyes of its visitors.
Both are seasoned tourism researchers with a passion for understanding destination image and tourist behaviour.
Their study targets foreign tourists, with a special focus on Australians due to their strong ties to Bali. Whether you’re currently soaking up the sun in Seminyak or recently returned from a Balinese adventure, your insights are vital.
The research aims to uncover what shapes tourists’ perceptions of Bali—from its stunning landscapes to its cultural richness or even challenges like traffic and overcrowding.
By examining these attitudes, the study will reveal how perceptions differ across visitors and what this means for Bali’s tourism industry, local economy, and residents.
The findings will guide policymakers and tourism stakeholders in creating a sustainable future that benefits both visitors and locals.
Perspective on the Study
Wina Hapsari, a Balinese native born and raised in Gianyar – an area strongly rooted in tradition and culture – gave insights on the study:
“Over the years, I have witnessed significant changes in Bali’s tourism,” said Wina. “For example, rice fields that once stretched widely behind my home have now been converted into villas, while in areas of Bali, many new developments such as beach clubs, etc., are rarely enjoyed by local residents. These shifts raise important questions about whether the current direction of tourism truly reflects the needs and identity of Bali.”
“This reality encouraged me to join the research team. Before collecting responses from Australian visitors, we also gathered insights from Balinese locals and Indonesians who have lived in Bali for at least the last three years, to better understand their perceptions of tourism development.”
“I hope that Australian respondents will also share their honest perspectives. Your input is highly valuable in helping us reflect on what is truly happening in Bali.”
How Australians Can Contribute
If you’ve visited Bali recently or are there now, Josiassen and Aksari invite you to share your thoughts through a short online survey. The questionnaire available at this link takes just a few minutes to complete.
Your input will help shape strategies to enhance Bali’s tourism experience while preserving its cultural and natural beauty.
Bali’s Aviation Boom and Future Outlook
Bali’s popularity has put pressure on its aviation infrastructure, with Ngurah Rai International Airport handling over 5.2 million passengers in the first quarter of 2025 alone.
To accommodate growing demand, plans for a second airport in North Bali are gaining momentum, with construction slated to begin by 2027.
This development aims to ease congestion and boost tourism in less-visited areas, offering Australians even more reasons to explore beyond Kuta and Canggu.
Despite challenges like occasional safety concerns and overtourism, Bali’s allure remains strong. Its blend of affordability, accessibility, and cultural vibrancy ensures it will stay a favourite for Australian travellers.
By participating in Josiassen and Aksari’s study, Aussies can help ensure Bali evolves as a destination that continues to enchant while supporting its local communities.
Join the Conversation
Bali’s magic lies in its ability to offer unforgettable experiences, from temple visits to beachside sunsets.
If you’re an Australian who’s recently visited, take a moment to share your insights through the survey.
Your feedback could shape the future of this beloved destination, ensuring it remains a haven for Aussie travellers and Balinese locals alike.
