Bali’s magnetic pull on Australian travellers shows no signs of slowing, as new research highlights the island’s enduring popularity while seeking fresh insights from visitors on the future of tourism.
A Top Destination for Australians
The Indonesian island, long marketed as the “Island of the Gods,” continues to dominate outbound travel from Australia. More than 1.5 million Australians visited Bali in 2024, cementing their position as the largest group of foreign arrivals. Short flight times, affordable fares, and a reputation for both luxury escapes and budget-friendly holidays have kept Bali at the top of Australian wish lists.
In 2025 alone, Bali welcomed 2.64 million international arrivals between January and May, a 9% jump from the prior year. Australians again led the charge, outpacing travellers from Europe, North America, and the rest of Asia. Despite the rising appeal of destinations like Japan—buoyed by a favorable exchange rate and world-class ski resorts—Bali remains unrivalled as Australia’s most frequented international getaway.
The Economics of Bali’s Allure
Tourism remains a pillar of Bali’s economy, contributing 4.6% to Indonesia’s GDP in 2025 and supporting nearly 26 million jobs nationwide. Australians, who often treat Bali as a “second backyard,” play an outsized role in sustaining this growth.
Affordable flights, with return tickets often dipping below AUD 500, and a lower cost of living compared to Australia, amplify the island’s appeal. Whether it’s the nightlife of Kuta, the rice terraces of Ubud, or the surf breaks of Canggu, Bali offers something for every traveller segment—families, surfers, backpackers, and luxury seekers alike.
Yet, as with many global hotspots, success brings challenges. Overtourism, traffic congestion, and infrastructure strain increasingly dominate conversations about sustainability. These issues form the backdrop of a new academic study designed to capture what Australians value most about their Balinese experiences.
A Study with an Australian Lens
Researchers Alexander Josiassen of Copenhagen Business School and Asti Aksari of Udayana University are spearheading a project aimed at understanding why Australians remain so devoted to Bali. The two first connected while working together at Victoria University in Melbourne and share a passion for exploring destination image and tourist behaviour.
Their research zeroes in on foreign travellers, with Australians as a key focus group given their long-standing relationship with the island. Through an online survey, Josiassen and Aksari are asking Australians to share both the highlights and frustrations of their Bali experiences.
“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,” the study notes. By contrasting different visitor perspectives, the researchers hope to provide policymakers and tourism leaders with actionable insights that balance visitor satisfaction with community well-being.
How Travellers Can Participate
Australians currently visiting Bali, as well as those recently returned, are invited to participate in the survey. The questionnaire takes only a few minutes and will feed into strategies aimed at preserving Bali’s natural and cultural heritage while enhancing the tourist experience.
“Your input will help shape strategies to enhance Bali’s tourism experience while preserving its cultural and natural beauty,” the researchers said in their announcement.
Aviation Growth and the Road Ahead
Bali’s rising visitor numbers are being felt most acutely in air travel. Ngurah Rai International Airport handled more than 5.2 million passengers in the first quarter of 2025, putting pressure on infrastructure designed for far fewer. To ease congestion, the Indonesian government has revived plans for a second airport in North Bali, with construction slated to begin by 2027.
The new facility is expected to open up less-travelled regions of the island, spreading the economic benefits of tourism more evenly while giving Australians new corners of Bali to explore.
Despite occasional setbacks, including safety concerns and environmental strain, Bali’s combination of affordability, accessibility, and cultural vibrancy continues to make it the favourite overseas escape for Australians. For many, it remains a place where temple visits meet sunset cocktails, and where the familiar blends seamlessly with the exotic.
As Josiassen and Aksari’s research gathers insights from Australian travellers, the future of Bali’s tourism industry may hinge on how well it balances growth with sustainability. For now, the island remains Australia’s most beloved international playground—and one that policymakers are eager to protect for generations to come.
