The tourism industry has undeniably received a hard hit due to the Covid-19 pandemic. Bali is one of Indonesian major tourism destinations, depending on tourism sector for its regional income. The pandemic has paralyzed tourism in Bali. This research aims at exploring how the crisis responses, especially the crisis communication strategy used to manage crisis and regulate its impacts. A qualitative approach was conducted in this research, data collected through interview, observation and literature study. Result showed that crisis history and crisis responsibility and crisis strategy contribute to behavioral intention and reputation toward tourism.