As Bali welcomes over 600,000 international visitors in May 2025 alone, the island’s tourism industry is entering a new phase of global engagement and economic opportunity. But who are these visitors, and what can we learn from the shifting travel dynamics?
Why Bali’s Tourism Boom Matters in 2025
Tourism is more than a vacation industry in Bali. It’s a cornerstone of the island’s economy and a powerful indicator of global travel trends. Between January and April 2025, Bali saw significant shifts in its top 10 foreign visitor markets. Australia retained the top spot with 474,000 arrivals (+7.4%), while China, India, and South Korea followed with impressive growth. Russia saw the biggest leap, climbing from 10th to 6th with a +53.4% surge in arrivals.
In May alone, 602,213 foreign tourists arrived in Bali, marking a 1.86% increase from April. According to data from Bali’s provincial statistics agency (BPS), Australians dominated this wave, accounting for 23% of all international visitors.
This resurgence signifies more than just wanderlust. It reflects geopolitical trends, airline connectivity, and the evolving preferences of global travelers.
What’s Driving the Shift in Visitor Markets?
- Strategic Proximity and Air Routes
Proximity continues to play a strong role in travel patterns. As seen in the global map visualization, travelers from Australia, Singapore, and Malaysia enjoy shorter flight paths, making Bali a top short-haul destination. Meanwhile, long-haul markets like the UK and the USA remain resilient, thanks to Bali’s growing reputation as a luxury and wellness destination. - Economic Recovery and Emerging Middle Class
Countries like India, China, and South Korea are experiencing a rise in disposable income and a burgeoning middle class eager to travel. For instance, South Korea jumped from 5th to 4th place, posting a +25.6% increase. India also saw a strong +9.6% growth, holding its spot at #3. - Shifting Travel Interests Post-Pandemic
Wellness retreats, nature-based tourism, and remote work opportunities are reshaping what tourists seek. Bali offers a blend of cultural richness and natural beauty, now paired with modern co-working spaces and eco-conscious resorts that attract digital nomads and purpose-driven travelers.
Insights from the Data: Patterns, Peaks, and Preferences
When do tourists come?
Data from the first five months of 2025 shows a steady rise in monthly arrivals—from 529,897 in January to over 602,000 in May. Ngurah Rai International Airport remains the primary entry point, with over 600,000 monthly entries in May alone. Harbour entries remain minimal, though they play a role in regional connectivity.
How long do they stay?
On average, tourists stayed around 2.6 nights in star-rated hotels and 2.57 nights in non-star accommodations. While brief, these visits generate significant room occupancy rates—58.10% for star-rated hotels in May 2025, up slightly from April.
Who’s dropping off?
Malaysia recorded a slight dip (-0.2%), slipping one rank, while the USA, despite an 8.3% gain in arrivals, fell from 6th to 7th place—indicating stronger growth from competing markets.
What Does This Mean for Investors, Especially in the Property Industry?
- Target High-Growth Demographics
With visitor growth from Russia (+53.4%) and Japan (+32.1%), investors can anticipate rising demand for short- and mid-term rental properties tailored to these markets. Customizing property amenities, language services, and marketing for these demographics can boost occupancy and ROI. - Invest in Long-Stay Infrastructure
The growing trend of digital nomads and remote workers points to strong demand for long-stay accommodations. Investors could focus on co-living spaces, serviced apartments, and developments near coworking hubs to capture this market and generate steady rental income. - Expand to Emerging Areas
As popular areas like Ubud and Seminyak face saturation, there’s opportunity in investing in underdeveloped regions, such as; Pererenan, Cemagi/Seseh, and Uluwatu. Enhancing access to these areas through improved transport links will likely increase their attractiveness, capital appreciation, and rental yields.
FAQ: What Are Bali’s Top International Visitor Markets in 2025?
Q: Who are the top international visitors to Bali in 2025?
A: Australia, China, India, South Korea, and the United Kingdom make up the top five visitor markets from January–April 2025, with Australia leading in volume and Russia showing the highest growth rate.
Q: How many tourists visited Bali in May 2025?
A: Bali recorded 602,213 foreign tourist arrivals in May 2025—a 1.86% increase over April.
Final Takeaway
Bali’s evolving tourism landscape reveals much about global travel’s post-pandemic rebirth; dynamic, data-driven, and increasingly diversified. For destination marketers, investors, and hospitality professionals, now is the time to rethink strategy and align with emerging traveler behaviors.
Sources:
- Bali Government Tourism Office & BPS–Statistics of Bali Province, Tourism Overview in Bali Province May 2025 and International Visitor Markets Report (Jan–Apr 2025)
- Ross Woods, Bali’s Top 10 International Visitor Markets – Jan–Apr 2025
