DENPASAR, BALINEWSID.COM – Association of Indonesian Tours and Travel Agencies (ASITA) Bali through its China Market Committee held a gathering and dialogue themed “New Momentum, New Journey in the Year of Fire Horse” at Wanaku Seafood Restaurant, Kuta, on Friday (March 6, 2026).

The event became a forum for tourism stakeholders to discuss strategies in responding to the changing dynamics of the Chinese tourism market, which continues to experience growth, adjustment, and transformation.

Chairman of the China Market Committee of ASITA Bali, Eri Tjendana, said the global tourism market, particularly visitors from China, is undergoing significant changes. Tourism industry players are therefore encouraged to adapt their strategies and remain responsive to new trends.

“In the Year of the Fire Horse, which symbolizes energy, courage, and forward movement, this is the right moment to align strategies in order to face the dynamic tourism market in 2026,” he said.

He expressed hope that the increasing number of Chinese visitors to Bali will bring positive benefits for the destination, tourism businesses, and the travelers themselves.

Meanwhile, Chairman of ASITA Bali, I Putu Winastra, emphasized the importance of collaboration among tourism stakeholders and strong commitment from ASITA members in dealing with market changes.

According to him, the association continues to strengthen its relationship with government authorities and tourism stakeholders to improve tourism governance and travel business management in Bali.

“Without the support of members, the association’s efforts will not achieve their goals. The attitude and commitment of members determine the quality of the business, the quality of the market served, and ultimately the quality of the destination,” Winastra stated.

He also highlighted that despite rapid technological development in the travel and hospitality sectors, human resources remain irreplaceable, especially in cultural tourism services that rely heavily on local wisdom.

During the discussion, it was revealed that the number of visitors from mainland China and Taiwan has shown positive growth. However, only around 30 percent of the mainland China market and about 20 percent of the Taiwan market are currently handled by ASITA Bali members.

The China Market Committee noted that this reflects the ongoing challenges in managing Bali’s tourism ecosystem, particularly in the Chinese market segment. Nevertheless, the association encourages members to stay focused on opportunities and work together to maintain the quality of Bali’s tourism.

The committee also highlighted a shift in travel patterns among Chinese tourists. Five to ten years ago, the market was largely dominated by mass tourism groups. After the pandemic, however, the trend has shifted toward more exclusive travelers and Free Independent Travelers (FIT) seeking unique tourism products beyond traditional packages.

Chairman of the Bali chapter of the Indonesian Tourist Guide Association (HPI), Nyoman Nuarta, also urged ASITA members to participate in regenerating Mandarin-speaking tour guides by supporting the development of local human resources.

He stressed that improving employees’ skills and competencies is part of the tourism industry’s responsibility in maintaining high-quality service.

With the spirit of “New Momentum, New Journey in the Year of Fire Horse,” the China Market Committee of ASITA Bali remains optimistic that its members will be able to manage the Chinese tourism market more adaptively, creatively, and collaboratively to support the growth of Bali and Indonesia’s tourism sector. (*)