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oping with business challenges in tourism, the Association of Indonesian Tour and Travel Agencies in Bali (Asita Bali) should be led by a fearless figure that is able to revitalize the organization and enhance its bargaining position.

Asita is one of the stakeholders holding a strategic role in the island’s tourism development. The association, having 362 members, will hold its 12th regional conference to evaluate the organization’s performance, as well as elect a new chairman and board for the next five years.

Three candidates for the position of chairman are Bagus Sudibya (former chairman of Bali Tourism Board, also deputy chairman of Asita’s national board), Ketut Ardana (deputy chairman of Asita Bali) and Putu Juarez Robin Putra.

Paul E Talo from the conference’s organizing committee said that Asita had contributed and supported other stakeholders in the development of tourism.

The association has also consistently called for the holistic management of the island’s tourism by focusing on sustainable tourism, thus improving competitiveness with other destinations in the world.

“This is also the theme of our conference: Asita Bali Shares Sustainable Tourism. We will continue to work on programs and business practices that are in accordance with sustainable tourism,” he said.

Bagus Sudibya, head of the conference’s steering committee, said that current practice in tourism tended to deviate from the sustainability concept.

He gave an example of irresponsible practices that neglected the principles of good tourism, including operating without a license and not preserving the environment.

He stated, the tourism development policy in Bali, and in Indonesia, was based on misperception and misinterpretation. Therefore, it failed to bring prosperity for operators, the surrounding community and the destination.

Therefore, Asita needed a chairman and board members that would focus on implementing the association’s policies, Sudibya insisted.

“A person who is able to be firm and knows how to respond to changes and is fearless in voicing the truth and pushing the government, as well as enhancing the organization’s bargaining position.”

Paul added that over the next five years, Asita would continue to focus on marketing and improving human resources as well as broadening its networking with other stakeholders.