A Vision for Sustainable Development in Bali, Part 2: Learning from History

img Jason Astono | October 28, 2024
Sustainable development in Bali is intricately connected to its deep-rooted traditions, customs, and rituals that have been passed down through generations. The island’s culture is centered around a continuous cycle of ceremonies based on the traditional Balinese calendar, marking key life events from birth to death and featuring annual festivals that bring entire communities together. These customs are fundamental to Bali’s identity, with religion serving not only as a spiritual practice but also as an ethical framework guiding daily life and social interactions. I’m Jason, a journalist at Bukit Vista, and this will be a multi-part series where I’ll be interviewing an entrepreneur with almost 20 years of experience managing hundreds of properties in Bali, Jing Cho Yang, the founder of Bukit Vista.
Embracing sustainable development: balancing growth, culture, and environmental preservation.
Galungan and Kuningan Ritual at Denpasar
Embracing sustainable development: balancing growth, culture, and environmental preservation.
Kecak dance at Uluwatu

Historical Context: The Origins of Bali’s Hospitality Industry

In the early days of tourism, pioneers like Wija Wawo-Runtu, Adrian Zecha, and Walter Spies worked to preserve Bali’s cultural heritage, turning it into a major draw for tourists. Early developers respected local customs and embraced sustainable development practices, incorporating principles like tri hita karana—the concept of harmony between humans, nature, and the spiritual world—into their designs. Buildings were thoughtfully created with spaces for temples and shrines, reflecting a deep understanding of Balinese animist beliefs, while prioritizing environmentally conscious construction methods and resource management. This approach not only honored traditions but also supported long-term sustainability.

Embracing sustainable development: balancing growth, culture, and environmental preservation.
Sanggah or Pamerajan
Embracing sustainable development: balancing growth, culture, and environmental preservation.
Banten or Canang Sari
Embracing sustainable development: balancing growth, culture, and environmental preservation.
Sanggah or Pamerajan

However, as modern developers entered the scene, this reverence for tradition and commitment to sustainable development started to fade. The presence of Sanggah or Pamerajan—the small family temples, along with daily offerings like Canang Sari and Banten, which were once integral to every Balinese household—is now slowly diminishing. Both local and foreign developers began focusing on short-term profits, often overlooking sustainable practices and neglecting the long-term impacts on Bali’s cultural and natural landscape. Without strong guidance from regulatory authorities, the rapid growth of the hospitality industry has begun to threaten the island’s traditional values, sacred practices, and ecological balance. Now we move on to the implication of this phenomenon, the Post-Reality World.

Impact of Social Media: The “Santorini Syndrome” and the Post-Reality World

Embracing sustainable development: balancing growth, culture, and environmental preservation.
Santorini, Greece
Embracing sustainable development: balancing growth, culture, and environmental preservation.
Bali, Indonesia
Between 2012 and 2022, Bali experienced a significant shift in development, driven largely by social media platforms like Instagram and TikTok. This marked the rise of what can be called the Santorini Syndrome”—a trend where white, Mediterranean-style villas began popping up across the island, inspired by viral social media aesthetics rather than local culture. The shift was spurred by the actions of early adopters like Australian designer Paul Lionel La Fountaine, who launched Bali’s first Santorini-style villa in 2019. The villa quickly went viral on Instagram, setting off a wave of copycat developments across the island. 
 
This transformation also signals the emergence of a post-reality world—a phenomenon where the desire for social media appeal and visual storytelling starts to overshadow authenticity and local traditions. In this post-reality world, experiences and developments are increasingly curated to fit a shareable narrative, blurring the lines between reality and constructed digital perceptions.
 
Jing Cho Yang, founder of Bukit Vista and a key figure in Bali’s hospitality industry, witnessed this transformation firsthand. As Indonesia’s Market Manager for Airbnb in 2011, Jing saw how the early days of travel recommendations, once dominated by guidebooks like Lonely Planet, shifted to online platforms like TripAdvisor. But as algorithms began shaping travel experiences on Instagram and TikTok, adventure was replaced by carefully curated, risk-free itineraries. Somehow this has led the development of Bali to become what’s best for the tourists and sometime it is not the best for the island’s sustainability.
Embracing sustainable development: balancing growth, culture, and environmental preservation.
Travel Guide Book by Lonely Planet
Embracing sustainable development: balancing growth, culture, and environmental preservation.
Digitalized Travel Guide Book by Trip Advisor

Developers, now guided by what’s trending on social media, focused more on creating Instagram-worthy properties than on maintaining the island’s authentic architectural styles. This trend-driven approach, Jing argues, has led to a homogenized tourism experience, eroding the cultural uniqueness that once made Bali special.

Modern Development Challenges: Profit Over Preservation

Jack Conte, the founder of Patreon, discussed this in his 2023 SXSW keynote, referring to it as the “Death of the Follower” and “Death of Creative Diversity.” The result of this fully fleshed-out new reality is that,  Developers now build according to what’s trending on Airbnb or Instagram, predicting where the algorithm will reward them
 
The rise of algorithm-driven tourism and social media has created a feedback loop where developers prioritize viral trends over sustainable, culturally aligned development. The success of Mediterranean-style villas has led to a proliferation of similar structures, often at the expense of traditional Balinese design principles.
 
This shift toward profit-focused development represents a departure from Bali’s historical approach, where cultural preservation was a core value. Today, investors and developers are more concerned with capitalizing on short-term trends, neglecting the long-term sustainability and authenticity of Bali’s identity. As more properties replicate this style, Bali risks losing the very cultural richness that once attracted travelers from around the world.

Looking back to the Roots about Balancing Tradition and Innovation to achieve Sustainable Development

Embracing sustainable development: balancing growth, culture, and environmental preservation.
Subak Rice Paddies in Bali
Given the fact that, Bali is highly considerate in all it does. The people are careful in their behavior because strong Hindu philosophies and teachings influence every facet of life. In Balinese society, religion is not just a spiritual practice but an ethical guide that shapes daily life, conduct, and social interactions.
 
To protect Bali’s cultural heritage while accommodating modern development, a shift in mindset is needed. Developers should return to the principles that guided the island’s early pioneers, integrating concepts like tri hita karana into their projects. This means designing properties that respect the harmony between humans, nature, and spirituality, while also considering long-term environmental and social impacts.
 
Leveraging modern technology can also be part of the solution. Data-driven platforms, like those used at Bukit Vista, can help developers predict demand while maintaining a focus on sustainability. Instead of merely chasing trends, developers can create projects that resonate with both traditions and modern traveler expectations by balancing cultural respect with innovative design. In this way, Bali can continue to evolve as a global destination while preserving the unique cultural elements that make it truly special.

The next question is how can we apply Tri Hita Karana in the Tourist Development of Bali?

In the next article, we will analyse our previous founding about Balinese historical roots. Using Tri Hita Karana as a guidance, we will discuss it with Jing about how can Tri Hita Karana used by early philosophies and implement them in today’s world. We will identify the areas that Tri Hita Karana could explore, seeking it’s practical functionality and compatibility. Stay tuned as we look back at Bali’s traditional beliefs for insights into its future sustainable development

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