Indonesian Government Collaborates with Local Brands to Promote Sustainable Tourism in Bali
Jakarta, August 20, 2025 – Indonesia’s Ministry of Tourism has embarked on a strategic partnership with prominent local brands to advance sustainable and high-quality tourism in Bali. The initiative aims to enhance visitor comfort and safety while supporting the island’s natural and cultural heritage.
Deputy Tourism Minister Ni Made Ayu Marthini emphasized the importance of this collaboration in a statement released on Wednesday. “This partnership reflects our shared commitment to improving the tourist experience while promoting inclusive and sustainable tourism,” she said, highlighting the ministry’s goal to distribute tourism growth more evenly across Indonesia’s regions.
The campaign, aptly named Wander Through Bali’s Wonder, encourages tourists to immerse themselves in Bali’s diverse attractions. The initiative not only focuses on increasing accessibility to iconic destinations but also aligns with broader efforts to maintain environmental and cultural preservation on the island.
Beiersdorf Indonesia, the company behind the renowned NIVEA sunscreen brand, is a key partner in the campaign. Sawan Malik, President Director of Beiersdorf Indonesia, noted that the collaboration will make it easier for visitors to protect their skin while exploring Bali’s outdoor sites. “With Grab’s support and the ministry’s backing, we are accelerating product access in key tourism hotspots, starting with Bali and expanding across Indonesia over the next three years,” Malik explained.
Supporting the distribution and transportation component is Grab Indonesia, whose Commercial Director Roy Nugroho highlighted the company’s dedication to providing comfortable and reliable transport services. “Our goal is to enhance the overall travel experience by offering seamless transport solutions,” Nugroho said. He expressed hope that this model of cooperation could be extended to other tourist destinations nationwide, ensuring more travelers enjoy smooth and memorable visits.
This innovative campaign serves as an example of how government and private sector collaboration can foster sustainable tourism development. It balances the pursuit of economic growth with the need to protect Bali’s unique cultural and natural environment.
As part of the ongoing commitment to sustainability, the Tourism Ministry continues to promote initiatives that support the principles of Tri Hita Karana, the Balinese philosophy emphasizing harmony among people, nature, and spiritual matters. This philosophy remains a cornerstone in strengthening Bali’s tourism sector responsibly.
With the launch of Wander Through Bali’s Wonder, Indonesia sets a promising precedent in integrating local business strengths with governmental programs to build a tourism industry that benefits all stakeholders and preserves the island’s allure for future generations.
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