Bali is one of the tourist destinations in Indonesia, and famous around the world. The location and cultural diversity is a huge potential, which is owned by Bali to undertake the development of tourism. In addition support measures should be provided so the tourists easier to enjoy a holiday in Bali. One of the tools that is very important in terms of organizing and providing services to the guest who will be traveling with the tour destination is a travel agency. One of the travel agency in Bali is PT. Pacto Bali Travel.The study analyzes market segmentation to determine the primary target market will discuss three issues: (1) Any product of tourism services offered on the PT. Pacto Bali Travel? (2) How the characteristics of the service user rating on PT. Pacto Bali Travel? (3) How PT. Pacto Bali Travel determine which market segments are held to set as the main target market ?Study the above problems with the Theory Marketing Mix. In addition to obtaining the data used several methods, the methods of observation, interview and literature study. As well as elaborated by the descriptive method, in order to obtain an overall conclusion. This research is a method in which using a mix of quantitative and qualitative research methods.The results of this study indicate that the product of tourism services sold to PT. Pacto Bali Travel includes travel products which have been prepared, which is based on tourism product demand and tour options. Characteristics of service users in PT. Pacto Bali Travel originating from several countries with gender, age and motivation of different trips. The largest market segment by travelers country of origin is India and the most susceptible age>18 years, with the highest gender is male and the motivation of the trip is honeymoon. So the market share it warrants serious attention by PT. Pacto Bali Travel in order to increase the level of purchases by tourists travel packages in PT. Pacto Bali Travel.