Bali tourism travelBehold! Our shores are awash again with the ebb and flow of sunburned tourists. One of the few topics on which the travel trade people seem to agree is that we’re seeing record numbers of in-bound tourists. Bali is back on the map — and in a big way.
The official headcount shows tourist arrivals for the first quarter of 2007 are running more than 45% higher than for the same period last year. The best news, though, has to be that the numbers are setting new records for the first time since 2001.
Why visit Bali? It’s a question no one would have even bothered to ask in 2001. It once was a rhetorical question. “Why Bali?” Why ask? Bali was unique and special; a place unto itself. An island paradise that, while not hidden, was certainly the province of a distinct and colorful coterie.
Then, courtesy of a few devious non-Balinese hands, it all changed. As a result of those nefarious deeds, the island paradise went from press darling to media pariah. But that’s history. Now the crowds are back baking on the beach and in even greater numbers than before. With the return of the tourists, despite the negative events of the last few years, the question “why visit Bali?” becomes meaningful.
If you ask the question in the hallowed halls of the government propaganda-meisters, the answer is jingoistic and appropriately hollow: “Bali’s spirit can’t be stopped” (or other content-free statements to the same effect).
While certainly the island has its own special something – the culture, the scenery, the whatever – that is not sufficient to explain the trend. I have a much simpler explanation. Bali is Asia’s only luxury tourist destination. While that statement reeks of politically incorrect geographic elitism, I beg you to bear with me a moment and hear me out.
Aside from Bali, what exactly are the luxury travelers’ choices in the region? Assuming non-urban locations, you face a decision between Bali, Phuket, Samui, and Langkawi. The list starts getting pretty short right about there… I guess if you want to expand the geography a bit you could add the Maldives.
When you stop to look at that array of choices for luxury travelers, my premise seems less audacious. Thailand may have great beaches, but it can’t touch Bali for the service levels, range of accommodations, shopping or that intangible “Bali spirit.” And let’s be frank: If Phuket falls short, Samui can’t reach the top of the bar. Langkawi also sadly fails to measure up in any of the categories. The Maldives, though a gorgeous spot with some choice accommodations, provides little else for the traveler. “Tired of the ocean view? How about a massage? Our spa has a lovely ocean view.” With a limited range of attractions, a hefty travel time and an even heftier price tag, the Maldives really only competes across a narrow market.
Bali, in contrast, has it all: A wide range of 5 star hotels, fully serviced world class private luxury villas, fine dining, nightlife, shopping, a rich culture, and an assortment of outdoor activities. It’s not puffery; it’s fact.
If our tourism authorities and market-eers would wake up to this basic market reality and start touting our undisputed advantages, the island as a whole would benefit. Rather than leading with our strengths – and being unapologetic about it – we’ve seen a parade of lame promotional campaigns soft-pedaling intangibles. I’m not going to name names here, but brother, some of the Bali PR and branding efforts have been painful to watch…
The other fact that should be highlighted here is that when things were down, the one group that stuck with us all the way was the luxury travel crowd. They remained undaunted throughout. Not surprising when you think about it: That particular group tends to be worldlier, more sophisticated, and less likely to cave into sensationalism. Let’s give them their due. A little recognition and a little targeted marketing would do wonders for us all.
Bali means luxury in Asia. Be proud of it. Shout it from the rooftops.
