Maybank study reports 35% turnover lift for surveyed Bali businesses during marathon

A sponsor-commissioned study says turnover at Bali businesses it covered averaged 35% higher than usual during the August Maybank Marathon. Maybank Indonesia and Katadata Insight Center disclosed the finding in an ANTARA report on 9 October. For local merchants and event sponsors, it is a specific signal about where race-week demand may have reached businesses, rather than proof that every Bali shop gained.

The study also reported an average 32% increase in customer numbers among the businesses it covered during the event. ANTARA did not publish the study sample size, recruitment, weighting or the turnover baseline used for comparison. Those missing methods limit how far the percentages can be generalised. The published account does not explain how “usual” turnover was measured, and it does not establish a like-for-like merchant comparison with the 2025 marathon.

Visitor spending and merchant activity

The Maybank Marathon took place in August. Maybank said its direct-spending estimate for the 2026 event was Rp229.9 billion, up from Rp170.8 billion in the prior year's estimate. It attributed the larger total to more participants and higher spending while they were in Bali. The race drew 14,100 runners, compared with 13,600 the previous year, according to the company figures reported by ANTARA.

The study separately estimated a Rp303.5 billion indirect or multiplier effect. That is a different modelled measure from the Rp229.9 billion direct-spending estimate; the two should not be added together as if they were separate cash receipts. The source report does not provide the full calculation behind either figure.

Maybank also reported that the largest customer-count increase among surveyed business categories was at accommodation providers, followed by restaurants and food outlets. That sector pattern helps merchants decide which local records to inspect after an event.

What merchants can test next

For a Bali merchant, the useful comparison is with its own transaction counts, average ticket, location and staffing during race week. A sponsor planning another event could examine whether spending reached businesses near the route and whether repeat customers followed. These are decisions to investigate with local records, not returns established by the commissioned study.

The newly disclosed finding gives an event-specific point of reference for those checks, while its business use depends on each merchant’s own evidence.

Source: ANTARA's 9 October 2026 report of the Maybank Indonesia–Katadata Insight Center findings.