Australian Graduate Launches Startup to Support Sustainable Tourism in Bali
Gabriella Yan, a Singapore-born graduate of the University of Queensland, is making waves in Bali’s tourism sector with her innovative sustainable travel startup, TRAppe. After completing her studies in hospitality and tourism management in Australia, Yan gained valuable experience working in event management and hospitality roles across Brisbane and Melbourne. Her journey then took her to China, where she worked in events, communications, and hotel sales and marketing, gaining valuable insights into global hospitality trends and work cultures.
A Passion for Hospitality and Sustainability
Yan describes her time in China as a transformative experience, despite the cultural challenges posed by internet restrictions and lifestyle adjustments. She credits the hard work ethic and hustle culture she observed there with shaping her own professional identity. Alongside her career, she also volunteered at a children’s shelter in Vietnam, deepening her connection to Southeast Asia.
In 2019, Yan moved to Bali, Indonesia, to continue her work in hospitality. However, the onset of the COVID-19 pandemic brought international tourism to a halt, leading to a two-year disruption of her career in the industry. During this period, she embraced remote work opportunities and admired the flexibility it offered. In 2022, she accepted a role as Head of Workplace Experience at GOTOKO, a collaboration between Gojek and Unilever, helping the company transition to hybrid working models.
Founding TRAppe: A Response to Bali’s Tourism Challenges
Yan’s commitment to sustainability was instilled early in life, influenced by her upbringing in an environmentally conscious Asian household. Her professional experience in hospitality further fueled her passion for reducing plastic waste and promoting eco-friendly practices. Witnessing the negative effects of overtourism in Bali after the pandemic, she felt compelled to create a solution that would benefit both travelers and local communities.
This drive led to the establishment of TRAppe, a platform designed to promote sustainable travel options within Bali. Initially conceived as an app or website, Yan refined her strategy to focus on a green travel guidebook to gauge public interest. Encouraged by positive feedback, TRAppe now monetizes through its e-guide and newsletter, deliberately avoiding high commissions typical of mainstream booking platforms to ensure local operators receive fair compensation.
Empowering Local Communities Through Sustainable Tourism
Yan emphasizes the importance of addressing economic leakage in the tourism industry, where the bulk of tourism revenue often bypasses local communities. By partnering directly with local tour operators, TRAppe is enabling these businesses to secure significant bookings, fostering sustainable income for them. For instance, the platform has facilitated five-day tours with local providers, a level of engagement that can represent a month’s worth of income for these operators.
Looking Ahead
Through TRAppe, Gabriella Yan aims to make sustainable tourism the norm in Bali, benefiting travelers who seek responsible travel experiences and empowering local communities to thrive economically. Her unique blend of international experience and deep-seated commitment to sustainability positions her as a key player in the future of Bali’s tourism landscape.
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