SUARA NEGERI | SOLO — As part of efforts to expand market reach and strengthen participation from national wellness and beauty industry stakeholders, the Bali Wellness and Beauty Expo (BWB Expo) 2026 held a Market Sounding event at Alila Hotel Solo on Wednesday, 4 February.
The Market Sounding forms part of a nationwide promotional series ahead of the main exhibition, scheduled to take place on 4–6 June 2026 at the Bali Beach Convention Center, The Sanur Bali Special Economic Zone (SEZ). This was conveyed by BWB Expo Managing Director, Dr. Diah Permana, in Solo on 4 February 2026.
Dr. Diah Permana further explained that the Market Sounding aims to introduce the concept, business opportunities, and participation schemes of The Second Bali Wellness and Beauty Expo 2026 to industry players, associations, brand owners, distributors, practitioners, and MSMEs in the wellness and beauty sector across Solo and its surrounding areas.
"This initiative also serves as a platform for dialogue to capture regional market aspirations and needs, which hold strong potential for the development of health- and lifestyle-based industries," said Dr. Diah Permana, a Doctor of Tourism graduate from Udayana University.
According to Dr. Diah Permana, Solo was selected as one of the Market Sounding cities due to its rapidly growing ecosystem in the creative, health, beauty, and cultural industries.
"The Market Sounding in Solo is a strategic step to build connectivity between regional industry players and a national and international exhibition platform, while also encouraging sustainable collaboration," she noted.
For its 2026 edition, BWB Expo is targeting approximately 150 exhibitors and 5,000 professional visitors nearly double the figures recorded at its inaugural event in 2025, which attracted more than 3,000 professional visitors and featured 107 wellness and beauty brands from both domestic and international markets.
Global Wellness Economy Trends
The wellness industry has emerged as one of the world’s leading economic forces, valued at approximately USD 6.8 trillion, surpassing the pharmaceutical, sports, tourism, green economy, and information technology industries and accounting for around 60.3% of total global health expenditure.
Regionally, Indonesia stands as the largest contributor to the wellness economy in Southeast Asia, valued at approximately USD 55.8 billion, ranking seventh in the Asia-Pacific region (source: Global Wellness Institute, 2025).
The Global Wellness Institute also projects that the wellness economy will grow at an average annual rate of 7.6%, increasing from around USD 6.8 trillion in 2025 to nearly USD 9 trillion by 2029.
This growth is primarily driven by sectors such as personal care and beauty, mental wellness, wellness real estate, and traditional and complementary medicine, in line with rising demand for holistic and preventive healthcare approaches.
Responding to these trends, Bali Wellness and Beauty Expo Project Director Feri Agustian Soleh stated that the expansion of the global wellness economy presents significant opportunities for national industry players to assume a more strategic role.
"Indonesia’s strengths lie in its natural resources, local wisdom, and culturally rooted wellness products and services that align with global holistic health trends. Through Bali Wellness and Beauty Expo 2026, we encourage regional industry players to connect with national and international markets while expanding sustainable collaboration opportunities," he said.
A National and International Collaboration Platform
BWB Expo 2026 is curated as a strategic platform that brings together a comprehensive ecosystem of health, wellness, and beauty sectors from both domestic and international markets.
Beyond the exhibition, BWB Expo is designed as an integrated Business-to-Business (B2B) and Business-to-Consumer (B2C) platform, featuring business matching sessions, industry forums, brand presentations, panel discussions, and experiential programs that foster direct interaction between brands and consumers.
The Market Sounding initiative in Solo is part of BWB Expo 2026’s broader national promotional roadmap, which will continue in other cities including Yogyakarta, Semarang, Jakarta, and Bali.
Through these efforts, BWB Expo 2026 is expected to strengthen national wellness and beauty industry networks, expand market access for regional businesses, and support the growth of an inclusive and sustainable health-based industry in Indonesia. (hms/red) Foto: Fatikha Fikriyatul Mudhi’ah
