When tourism took off after 1965, the Balinese insisted that it followed cultural guidelines: if tourism was to be accepted, it was to be a cultural tourism, or "pariwisata budaya".
As the Balinese put it: "Tourism should be for Bali instead of Bali for tourism." In time, this idea become national policy, as part of a larger revping of regional cultures for national purposes. The policy owes much to the former Director General of Culture (1968-1978) and Governor of Bali (1978-1988), Ida Bagus Mantra, an Indian-educed Balinese. It led, on the one side, to the creation of enclave resorts such as Nusa Dua to limit the direct impact of tourism, and on the other, to a long haul cultural policy aimed at nurturing and preserving the traditional agrarian culture while adapting it to the demands of modernity, and in particular of "cultural tourism".