The aim of this thesis was to research the impacts of overtourism on the environment, economy and socioculture in Bali. In addition, the thesis examined the level of sustainable development and responsibility in Bali tourism and how the inbound tourism of Bali could be developed to a more sustainable and responsible direction. The research was qualitative, and a thematic interview was used as the data collection method. In the data collection, the interviewees were divided into two groups – locals and tourists, and entrepreneurs, company representatives and experts. Excluding the client of the thesis, a total of nine individuals from different stakeholders were interviewed to ensure diverse perspectives. The interviews were then transcribed and analyzed. The method of analysis used in this study was content analysis. The client of this study is a Finnish brand Asenne Surf. Asenne manufactures sustainable surf-style collections in Bali in co-operation with small local businesses. The theoretical framework consisted of sustainable development, sustainable and responsible tourism and overtourism. The study results show that overtourism has a wide range of negative effects in Bali, the most significant of which are congested areas, increased waste problems, westernization of the Balinese culture and the outflow of tourism revenues to foreign agents. Awareness-raising and new tourism regulations can be seen as key solutions to improve the well-being of nature as well as the quality of life of the Balinese despite the growth of tourism.