By Dr. Ali Mushtasom, A.Md., S.Sos., M.M., CHCM., CHE.
LOMBOK continues to captivate as a premier travel destination with its array of natural wonders. However, with plans for a new airport in North Bali, Lombok now faces new challenges. Tourism leaders in NTB, particularly the Regional Tourism Promotion Board (BPPD), are beginning to strategize on how to keep Lombok competitive and appealing to tourists.
The new airport in North Bali is expected to reshape the tourism landscape on the Island of the Gods, providing easier access to Bali’s less-traveled northern areas, renowned for their natural beauty. Traditionally, North Bali has often been the second choice for tourists after South Bali. However, with improved access, visitors who previously saw Lombok as an alternative destination may now opt for North Bali to enjoy a quieter, more serene vacation experience.
“North Bali has similar natural attractions to Lombok, from beaches and mountains to cultural villages,” commented a local Lombok tourism operator who requested anonymity. “Naturally, we are now rethinking how Lombok can continue to attract tourists.”
With the growing potential for North Bali to become a primary vacation choice, Lombok’s tourism stakeholders are concerned that this could result in fewer foreign tourists visiting Lombok as a complement to their Bali trip.
Nevertheless, Lombok has a unique advantage that North Bali lacks: its reputation as a Halal Tourism destination, particularly popular with Muslim travelers. This branding as a Muslim-friendly destination will continue to be strengthened to keep Lombok top of mind for travelers.
Additional opportunities emerge alongside Bali’s tourism development. Visitors in North Bali will have easier access to Lombok, presenting Lombok with the chance to offer a different experience that complements Bali’s allure. With effective promotion, Lombok can solidify its role as an alternative destination that provides serenity, breathtaking natural attractions, and warm local culture.
Currently, NTB’s tourism leaders are working on promotion strategies and enhancing service quality to remain competitive amid the development of North Bali. Preserving its exotic charm, strengthening its Halal Tourism brand, and improving destination quality are all top priorities to ensure Lombok remains a global tourist draw.
Lombok and Bali may continue to vie for attention as leading travel destinations, yet for tourists, this increasing variety only enhances the appeal of exploring the two enchanting islands of Indonesia.
*Director, Lombok Tourism Polytechnic*
