HVS Market Report: Ubud, Bali (PDF Download)

This article summarizes the recent tourism trends in Ubud, Bali.

Over the past decade, Ubud has developed into a niche deluxe hotel market, and an array of boutique hotels and exclusive villas have sprung up among the scenic rice fields and along the valleys surrounding Ubud. Despite the development of new hotels and visitor attractions in the area, Ubud remains one of the most interesting areas of Bali and the numerous surrounding scenic and historic sites contribute to the uniqueness of this destination. This is owing to the fact that many of the hotel developments in Ubud tend to incorporate local culture and nature into their designs, preserving temples on site and conserving as much greenery as possible.
As one of Asia’s key resort destinations, Bali has enjoyed virtually uninterrupted growth in visitor arrivals over the past decade. Since 2004, international tourism arrivals have increased from 1.5 million to 3.8 million visitors in 2014, translating into a compound annual growth rate of 10%.
Domestic arrivals to Bali have also grown at an average rate of 12% per annum, increasing from 2 million arrivals in 2004 to 6.4 million in 2014. Domestic arrivals dipped for the first time in 2014 due to political uncertainty, whereby government travel declined in face of the 2014 presidential elections. Now that the elections have concluded and there is increased optimism about Indonesia’s future, domestic travel is expected to rebound in 2015.
Despite the global financial crisis in 2009, Bali’s Year Domestic % Change International % Change Total % Change tourism market has shown great resilience and continued to grow from 2008 to 2010, despite the severe economic troubles leading to decreases in outbound travel from several of itskey feeder markets. There were multiplereasons for Bali’s resistance to the global economic downturn and these include a brand-named tourism product and ease of access from major feeder markets. A key change in demographics also played an important role as Compound Annual GrowthRate tourist arrivals from countries less affected bythe recession, such as China and Australia, begun  to surge in view of Bali’s affordability as a destination. 
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