<![CDATA[Abstrak: Bali is one of the world's leading cultural tourism destinations and has attracted millions of international and domestic visitors for decades. Tourism has become the primary driver of Bali's economy and a significant contributor to Indonesia's national tourism sector. Despite its international success, Bali faces a range of sustainability challenges that may threaten its long-term competitiveness as a global tourism destination. These challenges include traffic congestion, limited transportation accessibility, inadequate public infrastructure, poor sanitation and waste management, inconsistent tourism service quality, environmental degradation, rapid conversion of agricultural land, and governance issues related to tourism planning and investment. This study examines the paradox between Bali's remarkable tourism achievements and the sustainability challenges that increasingly affect visitor experiences and destination resilience. A qualitative descriptive approach was employed through a comprehensive literature review, policy analysis, and field observations of tourism destinations and supporting infrastructure. The analysis is guided by the Balinese Sustainable Cultural Tourism Development Theory, Destination Competitiveness Theory, Service Quality Theory, and the Tourism Area Life Cycle Theory to provide a holistic evaluation of Bali's tourism development. The findings indicate that Bali continues to maintain strong international competitiveness because of its distinctive cultural heritage, living traditions, natural landscapes, and the philosophy of Tri Hita Karana. Nevertheless, unresolved infrastructure deficiencies, environmental pressures, declining agricultural landscapes, and governance challenges have the potential to reduce visitor satisfaction and weaken the destination's long-term sustainability. The study recommends integrated strategies to improve transportation systems, accessibility, environmental management, tourism workforce quality, agricultural land protection, and tourism investment governance. These measures are essential to strengthen destination competitiveness, enhance community well-being, and ensure the sustainable development of Bali's tourism industry for future generations.]]>
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