Bali’s tourism has long captivated the world. Yet what many may not realize is that significant shifts in travel patterns and tourism trends are now being driven by domestic travelers.
They don’t just come to enjoy the island’s beauty—they’re also shaping a new kind of tourism: one that is more mindful, cleaner, and more sustainable.
According to data from Indonesia’s Ministry of Tourism, Indonesians made 282.41 million domestic trips throughout the current year—an increase of 12.71% compared to the same period in 2024.
Clean Tourism Movement Emerges as a Solution
Amid this rise in domestic travel, the government launched an initiative that not only addresses environmental concerns, but also redefines how tourism should be experienced: the Indonesia Clean Tourism Movement 2025.
Launched on May 7, 2025, the movement targets eight of Indonesia’s key tourist destinations: Mandalika, Borobudur, Labuan Bajo, Likupang, Lake Toba, Jakarta, the Riau Islands, and Bali. Its goal goes beyond reducing waste—it seeks to build a shared awareness that environmental sustainability must be an integral part of the tourism experience.
In Bali, the campaign kicked off at Kedonganan Beach, where local residents, tourists, and government officials joined forces in a beach clean-up. More than 5,600 participants took part, collecting over 18 tons of waste.
Tackling Bali’s Annual Waste Season
One of the driving forces behind this movement is a recurring challenge: the annual wave of marine debris that washes onto Bali’s shores during the west monsoon season. Tourist areas such as Kuta, Jimbaran, and Kedonganan experience surges in plastic waste carried by ocean currents—much of it coming from outside Bali.
While this phenomenon is partly due to natural conditions, the lack of adequate waste management infrastructure has worsened the issue. This not only tarnishes Bali’s image as a pristine tropical destination but also threatens marine ecosystems and the livelihoods of coastal communities.
From Action to Systems: Long-Term Solutions
Through the Clean Tourism Movement 2025, a range of concrete initiatives are being implemented—from improving waste management infrastructure and strengthening recycling systems, to community training and public campaigns that promote eco-friendly behavior.
The strength of the movement lies in collaboration. During a week-long emergency clean-up at the end of the year, 25 tons of waste were removed from Bali’s coastline.
Thousands of volunteers, local communities, environmental NGOs, and government officials worked side by side. Yet everyone understands: without systemic reform and long-term policy support, the problem will continue to return.
Embracing Local Values and Village Tourism
One of the core strengths of this movement is its culturally grounded approach. The local philosophy of Tri Hita Karana—which teaches harmony between humans, nature, and spirituality—serves as the guiding principle for every clean-up and conservation program.
The movement also aligns with the development of village-based tourism in Bali—such as in Penglipuran, Taro, Jatiluwih, and Bongkasa, where traditional art markets are now being established. These villages were initially popular among domestic tourists before eventually gaining international attention for their unique culture and local charm.
Discovering a More Natural Side of Bali
The lesser-known regions of West Bali and North Bali are now being included in sustainable tourism efforts through a new tour initiative known as the “3B” route—West Bali, North Bali, and Banyuwangi. These areas are home to untouched landscapes and natural beauty, offering a peaceful alternative to Bali’s more crowded destinations.
The Clean Tourism Movement 2025 is a tangible response to the challenges of modern tourism—showing how a destination can remain attractive without compromising its environment.
