This research aims to explore the impact of government policies to promote mass tourism in Bali. Qualitative method with the support of a phenomenological approach and in-depth interviews and FGD. The Butler tourism area life cycle model theory is used to evaluate the impact of tourism on land use and cultural conflict with six stages of destination development, namely exploration, involvement, development, consolidation, stagnation, and decline or rejuvenation. The findings reveal that Bali has experienced all stages of Butler’s model. From 1960–1970, Bali was in the exploration phase, offering tourists authentic experiences. At the beginning of 1970–2000, Bali had entered five phases marked by rapid tourism growth. Now, Bali reached a consolidation phase with a focus on managing tourism quality. Now, Bali is entering a phase of stagnation, facing challenges such as overcrowding and environmental degradation. Bali is at the crossroads between phases of decline and rejuvenation, with efforts to overcome environmental problems and diversify tourism products. This study concludes that mass tourism has significant positive and negative impacts on tourist destinations. Although it can improve the local economy and preserve culture, it can also cause environmental damage and cultural conflict. The Bali government’s policy strategy for the future is to overcome cultural conflicts including tourist education, sustainable tourism development, empowerment of local communities, enforcement of regulations, and intercultural dialogue. The implementation of this policy strategy can be carried out effectively to manage cultural conflicts towards a sustainable Bali tourism future.

Albaladejo, I. P., González-Martínez, M. I., & Martínez-García, M. P. (2020). A double life cycle in tourism arrivals to Spain: Unit root tests with gradual change analysis. Journal of Destination Marketing & Management, 18, 100497. https://doi.org/10.1016/j.jdmm.2020.100497

Amoiradis, C., Velissariou, E., & Stankova, M. (2021). Tourism as a Socio-Cultural Phenomenon: A Critical Analysis. Journal of Social and Political Sciences, 4(2). https://doi.org/10.31235/osf.io/zd7tg

Araya, D., Hernando, A., Gimeno, R., et al. (2023). Sustainable Tourism around Ecosystem Services: Application to a Case in Costa Rica Using Multi-Criteria Methods. Land, 12. https://doi.org/10.3390/land12030628

Arsawati, N. N. J., Gorda, A. A. A. N., & Antari, P. E. (2018). The philosophical meaning of Nyepi celebration in Bali from the context of maintaining natural sustainability and social harmony. International Journal of Civil Engineering and Technology, 9, 1250–1254.

Artini, N., Antara, M., Susrusa, I., et al. (2020). Impact of tourism on development in Bali Province. International Journal of Life Sciences, 4, 19. https://doi.org/10.29332/ijls.v4n2.429

Aydın, B., & Aksöz, O. (2018). Analysing The Researches On Destination Life Cycle In Ssci Journals: A Meta Synthesis Study. Tourism, Leisure and Global Change, 5, 270.

Aydın, B., & Aksöz, O. (2024). Identifying rejuvenation strategies in micro tourism destinations: the case of Kaş. Journal of Hospitality and Tourism Insights. https://doi.org/10.1108/JHTI-10-2023-0750

Bertocchi, D., Camatti, N., Giove, S., et al. (2020). Venice and Overtourism: Simulating Sustainable Development Scenarios through a Tourism Carrying Capacity Model. Sustainability, 12, 512. https://doi.org/10.3390/su12020512

Chong, D. (2020). The side effects of mass tourism: the voices of Bali islanders. Asia Pacific Journal of Tourism Research, 25, 157–169. https://doi.org/10.1080/10941665.2019.1683591

Dean, D., Novianti, S., & Noor, A. (2020). An Assessment of the International and Domestic Tourists Behavior in Australia. International Journal of Applied Business Research, 2, 46–57. https://doi.org/10.35313/ijabr.v2i01.80

Dewi, N., Dewi, L., & Pratama, I. (2024). Analysis of Factors Influencing the Decision to Visit Nusantara Youth Travel to Bali. European Modern Studies Journal, 8, 20–30. https://doi.org/10.59573/emsj.8(1).2024.3

DPR-RI. (2023). Pertumbuhan Ekonomi Bali Didukung Kontribusi UMKM (Bali’s Economic Growth Supported by Contribution of MSMEs). DPR-RI.

Elorrieta, B., Cerdan, A., & Torres-Delgado, A. (2022). From success to unrest: the social impacts of tourism in Barcelona. International Journal of Tourism Cities, 8(3), 675–702. https://doi.org/10.1108/ijtc-05-2021-0076

Godovykh, M., Fyall, A., Pizam, A., et al. (2022). Evaluating the Direct and Indirect Impacts of Tourism on the Health of Local Communities. Academica Turistica, 43–52. https://doi.org/10.26493/2335-4194.15.43-52

Gomez Hernandez, I., Silva, R., Lithgow, D., et al. (2022). A Review of Disturbances to the Ecosystems of the Mexican Caribbean, Their Causes and Consequences. Journal of Marine Science and Engineering, 10(5), 644. https://doi.org/10.3390/jmse10050644

González, A. (2018). Venice: The problem of overtourism and the impact of cruises. Investigaciones Regionales, 35–51.

Gore, S., Borde, N., Hegde Desai, P., et al. (2022). A Structured Literature Review of the Tourism Area Life Cycle Concept. Journal of Tourism, Sustainability and Well-Being, 10.

Gutiérrez-Lince, J., Palacios, M., & Valverde, R. (2021). Case Study: The Evolution of Tourism and Sea Turtle Conservation at Tortuguero National Park, Costa Rica. In: Sea Turtle Research and Conservation. Amazon. pp. 105–111. https://doi.org/10.1016/B978-0-12-821029-1.00011-8

Hermansyah, A., Samudra, A. A., & Satispi, E. (2024). Policy dialogue: Key factors for the success of transit-oriented development infrastructure 3.0 in big cities in Indonesia. Journal of Infrastructure, Policy and Development, 8(5), 1–23. https://doi.org/https://doi.org/10.24294/jipd.v8i5.34 00

Heyne, L., Vargas, J., & Mendoza, S. (2018). Sustainable Tourism in Costa Rica: Supporting Rural Communities Through Study Abroad. In: Innovative Approaches to Tourism and Leisure. Springer Link. pp. 301–302. https://doi.org/10.1007/978-3-319-67603-6_23

Hillman, P., Moyle, B., & Weiler, B. (2017). Perceptions of Impacts and Development in a Cultural Tourism Hub: Ubud, Bali. In: Balancing Development and Sustainability in Tourism Destinations. Spring Link. pp. 57–66. https://doi.org/10.1007/978-981-10-1718-6_7

Hiswara, A., Aziz, A., & Pujowati, Y. (2023). Cultural Preservation in a Globalized World: Strategies for Sustaining Heritage. West Science Social and Humanities Studies, 1, 98–106. https://doi.org/10.58812/wsshs.v1i03.250

Jarrar, A. (2023). Intercultural Engagement and Internationalisation Advancing the Concept of Global Citizenry Education. In: Internationalisation at Home in Higher Education. Nuffic. pp. 161–174. https://doi.org/10.53615/978-83-65020-45-1

Kampe, L., Goehlich, V., & Wüst, K. (2021). The Impact of Culture on the Perception of Young Japanese and Germans in the Management of the Corona Crisis by their Government. Public Organization Review, 21, 1–20. https://doi.org/10.1007/s11115-021-00592-8

Le Duc, A. (2024). Interculturality as Paradigm to Promote Social and Environmental Sustainability. Problemy Ekorozwoju, 19, 148–158. https://doi.org/10.35784/preko.5754

Lee, J. W., & Syah, A. M. (2018). Economic and Environmental Impacts of Mass Tourism on Regional Tourism Destinations in Indonesia. The Journal of Asian Finance, Economics and Business, 5, 31–41. https://doi.org/10.13106/jafeb.2018.vol5.no3.31

Maspul, K. (2021). Revisiting The Sustainable Tourism in Indonesia. Academia Letters. https://doi.org/10.20935/AL1722

Morillas, H., Gredilla, A., Carrero, J. A., et al. (2020). Impact assessment of metals on soils from Machu Picchu archaeological site. Chemosphere, 242, 125249. https://doi.org/10.1016/j.chemosphere.2019.125249

Ningrum, V., Laksmono, B. S., Pamungkas, C., et al. (2024). Emerging collaboration amid the COVID-19 within the context of traditional-state dualism governance in Bali. Jàmbá Journal of Disaster Risk Studies, 16(1), 1581. https://doi.org/10.4102/jamba.v16i1.1581

Novalita, R., Barlian, E., Muchtar, B., et al. (2018). Design of a tourism awareness education module for tourism attraction managers in Agam District, West Sumatra. African Journal of Hospitality, Tourism and Leisure, 7, 1–16.

Permatasari, M. G., & Mahyuni, L. P. (2022). Crisis management practices during the COVID-19 pandemic: The case of a newly-opened hotel in Bali. Journal of General Management, 47(3), 180–190. https://doi.org/10.1177/03063070211063717

Pham, T., & Nugroho, A. (2022). Tourism-induced poverty impacts of COVID-19 in Indonesia. Annals of Tourism Research Empirical Insights, 3(2), 100069. https://doi.org/10.1016/j.annale.2022.100069

Pickel-Chevalier, S., Hitchock, M., Picard, M., et al. (2017). Tourism in Bali and The Challenge of Sustainable Development. Cambridge Schlar Publishing.

Prayitno, G., Auliah, A., Ari, I., et al. (2023). Social capital for sustainable tourism development in Indonesia. Cogent Social Sciences, 10. https://doi.org/10.1080/23311886.2023.2293310

Půtová, B. (2018). Anthropology of Tourism: Researching Interactions between Hosts and Guests. Czech Journal of Tourism, 7, 71–92. https://doi.org/10.1515/cjot-2018-0004

Rosalina, P., Wang, Y., Dupre, K., et al. (2023). Rural tourism in Bali: towards a conflict-based tourism resource typology and management. Tourism Recreation Research, 1–16. https://doi.org/10.1080/02508281.2023.2223076

Sara, I., Sudarma, M., & Saputra, K. (2023). The Green Economic Movement for Sustainable Development and The Role of Green Governance: A Study in Villages in Bali. International Journal of Social Science and Business, 7, 898–909. https://doi.org/10.23887/ijssb.v7i4.58601

Sardar, S. (2024). Is the Tourism-Sun Rising or Setting in the Tourism Industry of Bangladesh? An Investigation from the Perspective of Butler’s Tourism Area Life Cycle (TALC) Model. Journal of Tourism Studies and Hospitality Research, 5, 1–13. https://doi.org/10.36266/JTSHR/166

Satrya, I. D. G., Kaihatu, T. S., Budidharmanto, L. P., et al. (2023). The role of ecotourism in preserving environmental awareness, cultural and natural attractiveness for promoting local communities in Bali, Indonesia. Journal of Eastern European and Central Asian Research (JEECAR), 10(7), 1063–1075. https://doi.org/10.15549/jeecar.v10i7.1386

Šimková, E., Kořínková, B., & Obršálová, K. (2024). Environmental Education of Tourists for Sustainable Tourism Development. Czech Journal of Tourism, 12, 1–19. https://doi.org/10.2478/cjot-2023-0001

Singh, S. (2020). Time, tourism area ‘life-cycle,’ evolution and heritage. Journal of Heritage Tourism, 16, 1–12. https://doi.org/10.1080/1743873X.2020.1766475

Smith, T., Elrick-Barr, C., Thomsen, D., et al. (2022). Impacts of Tourism on Coastal Areas. Cambridge Prisms: Coastal Futures, 1, 1–17. https://doi.org/10.1017/cft.2022.5

Solomon, B. (2024). Limiting tourism to sustainable levels: Options for Hawai’i. Natural Resources Journal, 64, 208–246.

Sumada, I., & Samudra, A. (2023). Implementation of HIV/AIDS prevention policies: The study in Bali Province, Indonesia. Journal of Infrastructure, Policy and Development, 7, 2287. https://doi.org/10.24294/jipd.v7i2.2287

Suryanata, K., & Lowry, K. (2016). Tangled Roots: The Paradox of Important Agricultural Lands in Hawai’i. In: Food and Power in Hawai’i. University of Hawai'i Press. pp. 17–35. https://doi.org/10.2307/j.ctvvn165.5

Tahir, A., & Darman, D. (2023). effect of the human resources, discipline and infrastructure quality on employee performance. International Journal of Social Sciences, 6, 19–30. https://doi.org/10.21744/ijss.v6n1.2088

Utama, I. G. B. R., Tonyjanto, C., Krismawintari, N. P., et al. (2023). Exploration of the Advantages of Tourism Branding in Bali, Indonesia. International Journal of Professional Business Review, 8, 1–17. https://doi.org/10.26668/businessreview/2023.v8i3.1609

Verheijen, B., & Putra, I. N. D. (2019). Balinese cultural identity and global tourism: the Garuda Wisnu Kencana Cultural Park. Asian Ethnicity, 21, 1–18. https://doi.org/10.1080/14631369.2019.1641691

Wisesa, A., Salam, R., & Izzatusholekha. (2023). Analysis of New Autonomous Regional Policies in Indonesia. Influence: International Journal of Science Review, 5, 297–314. https://doi.org/10.54783/influencejournal.v5i2.158

Wiweka, K., & Arcana, K. (2019). Rethinking The Theory of Tourism: What Is Tourism System In Theoretical And Empirical Perspective? Journal of Business on Hospitality and Tourism, 5, 318. https://doi.org/10.22334/jbhost.v5i2.176

Xu, L., Yu, H., & Zhou, B. (2022). Decline or Rejuvenation? Efficiency Development of China’s National Scenic Areas. Forests, 13, 995. https://doi.org/10.3390/f13070995

Yanan, L., Ismail, M. A., & Aminuddin, A. (2024). How has rural tourism influenced the sustainable development of traditional villages? A systematic literature review. Heliyon, 10(4), e25627. https://doi.org/10.1016/j.heliyon.2024.e25627

Zhang, H. (2022). Analysis of the Overall Development Mode of Cultural Tourism under the Creative Economy Environment. Journal of Environmental and Public Health, 2022(1), 3498622. https://doi.org/10.1155/2022/3498622