BBTF 2025: Preserving Green Nature and Cultural Heritage for the World.
NUSA DUA, BTNp: The 11th Bali & Beyond Travel Fair (BBTF) 2025, with the theme “Preserving Green Nature and Cultural Heritage for the World,” officially held at the Bali International Convention Center, Nusa Dua.
Began with a talk show titled “Achieving Sustainable Tourism with Intangible Cultural Heritage,” spotlighting Indonesia’s living traditions—local knowledge systems and spiritual values—as the bedrock of responsible tourism. The panel featured speakers from diverse backgrounds and disciplines:
*Jelle Therry, landscape architect and director of Urban Nature Design, shared insights on tourism infrastructure.
*Ida Bagus Agung Gunarthawa discussed reviving heritage through community-based tourism at the Samsara Living Museum in Karangasem, East Bali, emphasizing the importance of bringing local wisdom and philosophy to life.
*Jean Couteau, a French-born, long-term Bali resident, cultural historian, writer, and art expert, addressed the challenges of modern life in Bali while highlighting the value of temple festivals as invaluable intangible heritage.
*Hector Busto, representing Marriott Bonvoy, presented on balancing luxury with sustainability.
All panelists underscored the importance of cultural authenticity in driving demand and explored strategies to address challenges such as “overtourism, environmental stress, and cultural dilution”—particularly in South Bali. The session provided a forum for public–private alignment, best-practice sharing, and reinforcing global buyer confidence in Indonesia’s leadership.
Human Connection
According Putu Winastra, S.AB, M.A.P, Chair of the BBTF 2025 Organizing Committee, “While digital platforms offer reach and speed, offline trade shows like BBTF create unmatched human connection and trust. Face-to-face interactions turn conversations into long-term commitments—bringing the tourism business to life through shared purpose, storytelling, and presence.”
BBTF is recognized as Indonesia’s leading international travel and tourism trade fair, bringing together buyers and sellers from around the globe. It aims to promote Indonesia’s tourism destinations, strengthen industry partnerships, and support quality and sustainable tourism practices for a better future, all from Bali. The event is organized by the Association of Indonesian Tours & Travel Agencies (ASITA) Bali in collaboration with key stakeholders from the government and private sector.
During the opening ceremony, Bali tourism stakeholders underscored BBTF’s critical role in forging high-value, responsible partnerships between Indonesian sellers and international buyers. This year’s theme reinforces Indonesia’s commitment to protecting green nature and cultural heritage while enhancing Bali’s governance, investment readiness, and destination resilience.
In recognition of outstanding contributions to sustainable tourism and cultural preservation, the Head of the Bali Tourism Board, Ida Bagus Adnyana—on behalf of over 30 member associations of Bali’s tourism stakeholders—presented three inaugural awards. These prestigious awards recognize Balinese-origin changemakers whose lifelong work has advanced environmental stewardship, cultural preservation, and guardianship of Balinese philosophy—three critical pillars of Bali’s tourism and community development. The awards are:
Sustainable Agriculture & Green Nature Award to I Made Janur Yasa
Preservation of Heritage Art & Culture Award to Prof. I Made Bandem
Guardians of Balinese Philosophy & Cultural Legacy Award to Puri Agung Ubud (represented by Tjokorda Gde Putra Sukawati)
“Bali’s strength lies not only in its beauty but in its people—those who dedicate their lives to preserving what is sacred, inspiring what is possible, and nurturing what is essential,” said Ida Bagus Agung Partha Adnyana, Chairman of the Bali Tourism Board and Chief of Bali’s Destination Management Organization.
“These awardees are the living soul of Bali’s brand,” he added. * BBTF-25
