Wellness for Tourists? Well…Mess for Locals: Socio-Culturally Sustainable Development of Wellness Tourism in Bali

Through the framework of sustainable development, focusing on socio-cultural sustainability, this study explores whether the rapid growth of wellness tourism in Ubud, Bali, has been experienced equitably by the local community. Through ethnographic interviews and participant observation, the findings reveal that most informants did not experience benefits from wellness tourism due to Western domination, economic leakage and isolated enclaves. Wellness tourism products are disconnected from indigenous spiritual practices, whilst centring on Westernised products, exacerbating inequalities. Wellness tourism should enhance the local community’s wellbeing not only focusing on tourists’ wellness. This study emphasises the critical importance of including local voices, involvement and benefits in wellness tourism development. The marginalisation of local spiritual culture and people is linked to, and reflects, a lack of socio-culturally sustainable development. We argue for integrating socio-cultural sustainability into wellness tourism scholarship, policy, planning and practice. This research expands the literature by providing marginalised local voices, and contextualised indicators in socio-cultural sustainability, which has been fragmented. Future research should consolidate the conceptual framework, refine indicators and explore measurement methods for more nuanced studies.