How a Century of Tourism Shaped the Bali We Know Today
Bali, Indonesia – The island of Bali, renowned worldwide as a paradise of culture, beauty, and hospitality, owes much of its unique character to over a century of tourism development influenced by a complex interplay of history, culture, policy, and architecture. Exploring this multifaceted evolution reveals how Bali transformed from a remote Dutch colonial outpost into the vibrant tourist destination celebrated today.
The Early 20th Century: From Colonial Showcase to Cultural Stage
In 1931, a Balinese dance troupe performed daily at the Exposition Coloniale in Paris, captivating European audiences with their carefully staged performances in a recreated Balinese temple courtyard within the Dutch Pavilion. This marked one of the first major presentations of Bali to the Western world, framing the island as a place of exotic wonder, mystery, and traditional beauty. This presentation was not accidental but the result of deliberate policy known as “Baliseering," enacted by the Dutch colonial government in response to international criticism.
Baliseering aimed to preserve and showcase Balinese culture as part of a strategy to project the island as a timeless sanctuary untouched by modernity and political unrest. This involved mandating traditional architectural styles in schools, incorporating indigenous music, dance, and arts into education, and limiting external influences such as missionary activities. The colonial effort succeeded in portraying Bali as a living cultural heritage site, a narrative that began attracting early tourists, primarily artists, anthropologists, and colonial officials.
The Rise of Infrastructure and Tourism
Tourism infrastructure began developing in the 1920s when the Dutch shipping company KPM introduced regular steamship routes linking Bali to major cities across the Dutch East Indies and Singapore. The inauguration of the Bali Hotel in 1928 marked the island’s first international hotel, signifying a commitment to developing Bali as a destination rather than a fleeting curiosity. Through the 1930s, Bali attracted a mix of artists, adventurers, and colonial tourists inspired by the island’s mythos, further enhanced by cultural displays like the Paris exposition.
Balinese-Led Cultural Renaissance and the Birth of Boutique Hospitality
A pivotal moment occurred in 1936 with the foundation of Pita Maha, an artists’ collective led by Balinese royalty and artists alongside Europeans such as Walter Spies and Rudolf Bonnet. This group pursued cultural preservation while promoting international artistic exchange, resulting in new art styles and revitalized traditional performances. This indigenous leadership in cultural expression added depth and authenticity to Bali’s global image, blending tradition with innovation.
Simultaneously, the burgeoning beach culture began to shape southern Bali. In 1936, American surfers Bob and Louise Koke settled in Kuta and opened the Kuta Beach Hotel, which evolved from simple bamboo bungalows to a stylish, open-air retreat that combined local materials with a relaxed, surfer vibe. This marked an early fusion of Balinese hospitality with Western leisure culture, sowing seeds for Bali’s future as a global surf and beach destination.
Modern Developments: From Island Pause to Reimagination
Fast forward to the 21st century, and Bali underwent rapid transformation, especially in areas like Canggu, which transitioned from a quiet fishing village to a bustling hub of tourism and development by 2020. However, the COVID-19 pandemic brought a sudden halt, as travel restrictions emptied beaches and slowed the local economy dependent on tourism. This unexpected pause prompted deeper reflection on Bali’s tourism legacy.
Radit Mahindro, a designer and author who has lived in Bali for over eight years, used the lockdown period to explore the island’s hotel history in depth. His research uncovered how Bali’s tourism growth reflected distinct phases — from colonial policies to boutique hotels beloved by international celebrities and business leaders. These phases collectively shaped Bali’s architecture, cultural presentation, and identity as a destination continuously tailored to both political interests and global tourism trends.
A Living, Breathing Metaphor of Tourism
Mahindro highlights the Indonesian Ministry of Tourism’s 2025 launch of a Bali-themed Monopoly game where players buy and mortgage rivers, rice fields, and temples as a fitting metaphor for Bali’s journey. From staged colonial expositions to modern marketing strategies, Bali has long been imagined, marketed, and reshaped not merely as an island but as a concept — a performance blending memory, culture, and commerce.
Today, Bali stands as a testament to a century of negotiation between preserving cultural heritage and embracing the economic opportunities of tourism. Its rich architecture, vibrant arts, and world-famous beaches all tell stories of transformation shaped by policy, artistry, and local ingenuity.
As tourism continues to evolve in Bali, the island’s past offers vital insights into balancing authenticity, sustainability, and growth — ensuring that the Bali we know today remains a place of wonder and welcome for generations to come.
Add a comment