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Sustainable Tourism Boost in Bali: SMEs Harness Intellectual Property for Growth

Yessy Catrina, Gomgom Panggabean and Wayan Gede Gunada are entrepreneurs from Bali who are making significant contributions to the development of tourism while promoting national and cultural heritage. The three business owners are also beneficiaries of a project launched on May 16th, 2023, by WIPO and Indonesia’s Ministry of Tourism and Creative Economy that aims to support sustainable tourism development through intellectual property (IP) in Bali and establish Bali as a prominent global destination with a strong and vibrant cultural identity.

Photo: WIPO/Arya

The pilot project is training a select group of SMEs in Bali's handicrafts and spa sector, which include women entrepreneurs.

Yessy, known as Cici and her husband Gomgom established in 2015 "Macha Store" - one of the pioneering tropical concept stores for home décor in Bali. The products mainly use sustainable Indonesian raw cotton. Cici went from part-time employment in diverse fields to full-time stay home mother until she discovered that soft furnishings were best-selling products in Bali’s marketplaces. With her passion for learning and staying up to date with trends, “Macha Store” became a trailblazer in the renowned tropical and boho style that Bali is now known for.

Photo: WIPO/Arya

Wayan, also one of the beneficiaries of the project, and his wife May manage "Calma Spa" — a modern Balinese-style spa conveniently located along a tourist route in Jimbaran, South Bali. Wayan developed a signature product line, including body scrubs and essential oils, based on natural ingredients in alignment with the traditional Balinese spa concept. These products are not only used for spa treatments but are also sold in boutiques and online. They cater to the high volume of tourists seeking an authentic Balinese experience.

Photo: WIPO/Arya
Photo: WIPO/Arya

Speaking at the launch of the project, WIPO Deputy Director General of the Regional and National Development Sector (RNDS) Hasan Kleib, highlighted the transformative power of IP in converting ideas into businesses. He stated: “IP is not only relevant to large corporations and legal experts but is applicable to SMEs, freelance workers, and communities. Considering Bali's status as a premier global destination, with tourism being its primary economic driver, this initiative is supporting SMEs and entrepreneurs in the Bali tourism sector to expand. The project will help them leverage IP to enhance their branding and marketing strategies, while also providing guidelines to policymakers and businesses for sustainable economic growth and scalability.”

Photo: WIPO/Arya

Minister of Tourism and Creative Economy of the Republic of Indonesia Sandiaga Salahuddin Uno also underscored the significance of IP in amplifying Bali's tourism sector. He emphasized that: “IP is a crucial tool for strengthening and protecting destination branding and identity, while simultaneously preserving national and cultural heritage. This project serves as a showcase for the role of IP in supporting entrepreneurship and investment within the tourism industry. Indonesia appreciates its collaboration with WIPO and looks forward to the successful implementation of this impactful project.”

Photo: WIPO/Arya

The project has provided participants like Cici and Wayan with a platform to integrate IP into their business strategies. This integration opens new opportunities for accessing international customers and fostering increased economic activity within the region and beyond.

Background

“Boosting Tourism Development through the use of IP in Bali, Indonesia” is a pilot project launched in collaboration with WIPO Regional and National Development Sector (RNDS) Projects’ Team, the Ministry of Tourism and Creative Economy of Indonesia and the Provincial Government of Bali. The project focuses on supporting the use of IP to boost the tourism industry and help selected beneficiaries, in particular SMEs to add value to their products and services.

Read more about IP and Tourism

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