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How to Start a Massage Business in Bali

By Minal Tayal 17th May 2024

Bali is known for its pristine beaches, rich cultural heritage, and thriving tourism industry. However, it also offers a prime opportunity for entrepreneurs looking to start an online massage business. The island is a hotspot for wellness tourism, attracting millions of visitors seeking relaxation and rejuvenation.

This blog provides a detailed guide on how to establish a successful online massage business in Bali. We will talk about the latest market insights, regulatory requirements and practical tips.

Market Insights

Before starting any business, it is essential to look at the market and do some good research. Let’s first have a look at some important statistics.

1. Tourism Statistics

  • Bali welcomed approximately 6.3 million international tourists in 2019. Although tourism saw a significant decline due to the COVID-19 pandemic, recovery is underway. By 2023, Bali recorded over 3.3 million international arrivals, a substantial increase from the previous years, indicating a strong recovery trend.
  • Domestic tourism also plays a crucial role, with millions of Indonesian tourists visiting Bali annually. In 2023, domestic tourist arrivals reached 9.7 million, showcasing the robust local market.

2. Wellness Tourism Growth

  • The global wellness tourism market was valued at USD 735.8 billion in 2020 and is projected to reach USD 1.2 trillion by 2027, growing at a compound annual growth rate (CAGR) of 7.2% from 2021 to 2027.
  • Bali is a significant player in this market, renowned for its wellness retreats, yoga centers, and holistic spas. The island’s reputation as a wellness destination continues to attract health-conscious travelers from around the world.

3. Consumer Behavior

  • Post-Pandemic Trends: There is a growing preference for personalized and private wellness experiences. Tourists are increasingly seeking services that can be enjoyed in the comfort of their accommodation. It makes online booking and home service options highly appealing.
  • Digital Adoption: The pandemic accelerated the adoption of digital platforms for booking wellness services. Customers now prefer the convenience of online reservations, mobile apps, and digital payment options.

Steps to Start an Online Massage Centre in Bali

1. Market Research and Business Plan

Conduct Market Research

  • Target Audience: Identify your target demographic, including international tourists, expatriates, and local residents. Understand their preferences and spending habits.
  • Competitor Analysis: Analyze competitors such as local spas, online booking platforms, and existing wellness centers. Identify gaps in the market that your business can fill.

Develop a Business Plan

  • Mission Statement: Define your business’s mission, vision, and core values.
  • Services Offered: Outline the types of massages (e.g., Balinese, Swedish, deep tissue, hot stone) and any additional wellness services (e.g., yoga sessions, meditation classes).
  • Pricing Strategy: Set competitive prices based on market research and service quality.
  • Marketing Plan: Develop a comprehensive marketing strategy, including online marketing, partnerships with hotels and travel agencies, and customer retention programs.

Also Read

The Art of Selling Food Online: A Comprehensive Guide

2. Legal and Regulatory Requirements

Register Your Business

  • Business License: Obtain the necessary licenses to operate. Foreign investors will need a PT PMA (foreign-owned company) license, which allows full foreign ownership.
  • Tax Registration: Register for a tax identification number (NPWP) with the Indonesian Tax Office.
  • Health and Safety Regulations: Comply with local health and safety standards for massage services, ensuring therapists are certified and trained.

Hire Local Experts

  • Legal Advisors: Work with local legal experts to navigate Indonesia’s regulatory landscape.
  • HR Consultants: For recruiting licensed massage therapists and administrative staff.

3. Build an Online Platform

Website Development

  • User-Friendly Interface: Develop a professional website with a user-friendly interface. Ensure it includes an easy-to-use booking system, secure payment gateway, and detailed service descriptions.
  • SEO Optimization: Implement SEO strategies to improve your website’s visibility on search engines, focusing on keywords related to wellness and massages in Bali.

Mobile Application

  • App Development: Create a mobile app for seamless booking and customer management.
  • User Experience: Focus on a clean, intuitive design to enhance user experience.

4. Marketing and Promotion

Digital Marketing

  • Social Media: Utilize platforms like Instagram, Facebook, and TikTok to reach a wider audience. Share engaging content, customer testimonials, and promotional offers.
  • Content Marketing: Produce high-quality content related to wellness, the benefits of different massage techniques, and Bali’s unique offerings. Blogs, videos, and infographics can help attract and engage potential customers.
  • Email Campaigns: Develop targeted email campaigns to attract and retain customers. Offer special promotions, loyalty rewards, and updates on new services.

Partnerships and Collaborations

  • Hotels and Resorts: Partner with local hotels and resorts to offer your services to their guests. Provide exclusive deals or packages to encourage bookings.
  • Travel Agencies: Collaborate with travel agencies to include your services in travel packages, offering convenience for tourists planning their stay in Bali.

5. Operations and Management


  • Therapists: Hire certified and experienced massage therapists. Ensure they are trained in various massage techniques and customer service skills.
  • Customer Service: Employ a dedicated team for customer support and bookings management, ensuring prompt and professional service.


  • Equipment and Supplies: Source high-quality massage tables, oils, and other necessary supplies. Maintain a stock of these items to ensure uninterrupted service.
  • Transportation: Arrange for reliable transportation for therapists to travel to clients’ locations, ensuring punctuality and professionalism.

Quality Control

  • Training Programs: Implement regular training sessions to maintain high service standards and update therapists on new techniques.
  • Customer Feedback: Establish a system for collecting and analyzing customer feedback to continuously improve services. Encourage reviews and testimonials to build trust and credibility.

Also Read

Local Marketplaces vs Global Giants: A Comparative Analysis

6. Financial Planning


  • Initial Investment: Estimate the initial costs for website and app development, marketing, equipment, and staffing. Create a detailed budget to guide your financial planning.
  • Funding Sources: Explore funding options such as personal savings, bank loans, or investors. Consider crowdfunding platforms if you have a compelling business story.


  • Operational Costs: Plan for ongoing expenses including salaries, marketing, transportation, and equipment maintenance.
  • Profit Margins: Set realistic profit margins and regularly monitor financial performance to ensure profitability and growth.


Starting an massage business in Bali requires meticulous planning, market research, and adherence to local regulations. Focus on quality service, customer satisfaction, and continuous improvement to build a reputable and profitable business.

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