KBRN, Jakarta: The Ministry of Tourism (Kemenpar) has launched the Clean Tourism Movement (GWB) at Lovina Beach in Buleleng, Bali, an initiative aimed at encouraging a more equitable distribution of tourists from the island’s overvisited southern regions to the underexplored north.

The program is envisioned as a catalyst for a more inclusive, high-quality, and sustainable tourism economy.

Tourism Deputy Minister Ni Luh Puspa in the "Clean Tourism Movement (GWB)" at Lovina Beach, Buleleng, Bali on Sunday, June 22, 2025. (Photo : Tourism Ministry)

Deputy Minister of Tourism Ni Luh Puspa noted that while “overtourism” in Bali remains a sensitive issue, the real challenge lies in the concentration of visitors in southern Bali rather than an excessive overall tourist volume.

“To begin shifting tourist flows to West, North, and East Bali, we must start with the basics,” said Puspa during the program’s rollout at Lovina Beach on Sunday, June 22, 2025, as quoted by kemenpar.go.id.

“One way is to elevate the profile of new destinations. The GWB is a step in that direction, and that’s why Lovina was chosen,” she added.

She emphasized that cleanliness plays a key role in shaping the visitor experience. “When destinations are visibly clean, tourists feel more comfortable and are likely to stay longer,” she said.

First impressions, she added, often influence whether travelers are drawn to a destination. “Since taking office, I’ve received numerous reports about unclean destinations and poor sanitation facilities. That’s what drove us to establish this movement,” she explained.

The Clean Tourism Movement is a collective initiative to enhance the competitiveness of Indonesia’s tourism sector by promoting safer and more hygienic destinations.

It includes mass clean-up activities at tourist sites, educational campaigns targeting visitors and local communities, improved waste infrastructure with eco-friendly bins, and the development of community-based waste management systems to ensure long-term sustainability.

The program supports Indonesia’s efforts to improve its performance in the "health and hygiene" pillar of the Travel and Tourism Development Index (TTDI).

In a broader push to disperse tourism more evenly across the island, together with industry stakeholders, the Ministry has also launched the “3B” tourism package: Banyuwangi–West Bali–North Bali. Targeting 10 percent of all domestic and international tourists entering through Banyuwangi, the package aims to draw interest beyond the island’s south.

“We chose North Bali for GWB not only because of the 3B tourism initiative, but also because Lovina serves as the hub of the region,” Puspa said. “I want to further strengthen Lovina’s position as North Bali’s central destination.”

The GWB event at Lovina drew around 500 participants, including representatives from national and local government, educational institutions, community groups, associations, partner organizations, and local residents. The collected waste was delivered to a temporary processing facility for sorting and further treatment in line with integrated waste management standards.

Puspa expressed hope that GWB becomes more than just a campaign, evolving instead into a widespread civic habit.

“I dream that every GWB-activated destination could host monthly clean-ups, involving not just the community and the tourism industry, but also visitors themselves.” ***