Governor Wayan Koster Prepares for Second Term Inauguration, Emphasizes Cultural Rebranding of Tourism Villages

Bali is set for a shift in its tourism strategy as Governor Wayan Koster gears up to be inaugurated for his second term on February 20, 2025, in Jakarta. With a robust vision for the next five years, the governor is focusing on elevating the island’s tourism sector by rebranding its tourism villages into cultural villages—a move aimed at placing Balinese culture at the forefront of tourism activities.

A New Vision for Tourism

In a recent press conference, Koster articulated his intentions, stating, “Now the nomenclature is ‘Tourism Village’. If this continues to be used, in the long run, the culture will be left behind. Yes, it is pragmatic.” He emphasized that the essence of Bali’s allure as a top travel destination is rooted in its rich culture, asserting, “Without culture, tourism would not exist; Bali’s main tourist attraction is culture, therefore, culture must be displayed first and built.”

Koster’s vision encompasses more than just a change in terminology. He aims to enhance the focus on traditional Balinese culture in these villages while reducing the emphasis on modern tourist attractions that prioritize entertainment and wellness. The governor confirmed that while these villages will be newly designated as cultural villages, their importance within Bali’s broader tourism ecosystem will remain intact.

Strengthening Balinese Identity

The governor elaborated on the initiative, stating, “With the Cultural Village, the character of Bali is maintained, the identity of Bali is maintained, and the culture of Bali will be more advanced, and that is the attraction.” He forecasts that by prioritizing cultural promotion, these villages will organically attract more tourists, thereby reinforcing the connection between cultural heritage and tourism.

Koster also revealed his plans to formalize this shift through proposed regional regulations. “We will regulate it in a governor regulation or regional regulation,” he noted, addressing the lack of existing rules in the current tourism framework.

A Showcase of Cultural Excellence

This transformation aligns with the recent accolades awarded to Bali’s top tourism villages. Notable sites like Penglipuran Village are celebrated on the global stage. Often referred to as the world’s cleanest village, Penglipuran has earned a place in the United Nations World Tourism Organization’s Best Villages in the World list for five consecutive years, attracting not only international travelers but also a significant influx of domestic visitors eager to experience its living museum-like charm.

Similarly, Jatiluwih Village celebrated its recognition as one of the best tourism villages in the world in 2025. The village’s commitment to upholding Balinese culture and preserving its picturesque landscapes has garnered acclaim from tourists and experts alike. Jatiluwih Tourism Manager Ketut Purna expressed gratitude for the award, emphasizing the importance of cultural heritage preservation and responsible tourism development. “Astungkara, this is an amazing award. Thanks to the support of all the people, Jatiluwih Village received the award of one of the best villages in the world in 2024,” Purna stated.

Encouraging Cultural Exploration

As Bali prepares for this cultural renaissance under Governor Koster’s leadership, tourists are actively encouraged to immerse themselves in the island’s vibrant local life. Visitors curious about Balinese traditions should explore Penglipuran Village. Those fascinated by nature and the island’s famed rice terraces are invited to visit Jatiluwih, known for its stunning landscapes and agricultural heritage. For a balanced experience, Taro Village, located near Ubud and known for its sacred white cows, offers a delightful mix of culture and nature.

With these changes on the horizon, Bali’s tourism sector is poised for a revitalization that honors the island’s rich cultural tapestry while continuing to attract visitors from around the globe.

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