History of Tourism Jembrana in Bali Province between 1911-1939

Jembrana Regency in Bali Province is a fertile region possessing distinct forest cover compared to other areas in Bali. Tourism in Jembrana appears stagnant, indicated by a year-on-year decline in tourist visitation figures. Bali, renowned as a global tourist destination, harbors an area (Jembrana) where tourism development remains suboptimal. Despite various efforts to boost tourist arrivals, they have yet to succeed. This article aims to address this problem from the perspective of tourism history during the 1911–1939 period. Through a historical understanding, it is expected to provide guidance for future development, thereby mitigating planning, policy, and targeting errors in Jembrana Regency’s future tourism development. The methodology employed is qualitative, relying on both primary and secondary data. Findings indicate that Jembrana Regency, since its earliest development under the Dutch colonial government, was not economically focused on tourism development. The region was prioritized for plantation agriculture rather than tourism due primarily to its wild nature and inherent risks to visitor safety.