Professor for Master of Public Administration, Universitas Ngurah Rai, Bali

Bali: Soft Power of Indonesia

Bali plays a strategic role as the center of Indonesia’s soft power, strengthening cultural diplomacy and international image through unique cultural attractions, democratic local political values, and foreign policies that support sustainable tourism. Referring to Joseph Nye’s soft power theory, this article explores the three main pillars of culture, political values, and foreign policies that make Bali a representation of Indonesia’s cultural diversity and harmony. With its rich traditions, arts, and Tri Hita Karana philosophy that emphasizes the balance between humans, nature, and God, Bali attracts tourists and academics from all over the world. The Indonesian government supports Bali’s position through cultural promotion, tourism diplomacy, and organizing international events such as the G20 Summit, which strengthens Indonesia’s positive image as a peaceful and inclusive country. This study concludes that Bali’s role as soft power makes an important contribution in introducing Indonesia to the global arena, establishing Indonesia as a country rich in culture and committed to humanitarian values ​​and sustainability.

Biography

Prof. Dr. Ni Putu Tirka Widanti, SS., MBA, MM, M.Hum., is the esteemed Rector of Ngurah Rai University in Bali and serves as President of the Kul-Kul Foundation at Green School Bali. With expertise spanning education, public administration, community service, and hospitality, she has made significant contributions to academia as a researcher, lecturer, and chair of the Public Administration Postgraduate Program at Universitas Ngurah Rai. Her extensive academic background includes a doctoral degree in Public Administration from Seventeen August University and multiple postgraduate degrees from institutions in Indonesia and the UK. Widely published, her works focus on public services, women’s empowerment, education, Balinese culture, and tourism. Beyond academia, she has experience in the hospitality industry and international education, having worked with renowned hotels and resorts, which sharpened her commitment to providing outstanding service and inspiring students.