Damar, one of the best surf guides on the Indonesian island of Lombok, feels right at home taking tourists out to sea. With his fluent English and effortless banter, you would never guess what was his childhood fear: foreigners.

When I was 10 or maybe seven, I used to cry - I used to just pee in my pants when I saw white people, Damar, now 39, tells the BBC. That diffidence waned as the laidback island he calls home slowly found its popularity among Western travellers.

Just east of Bali, Lombok boasts the same azure beaches and stunning views as its famous neighbour, but without the exasperating crowds. Lombok's beaches are still a hidden gem among surfers, as is Mount Rinjani for hikers. Travel sites still liberally use the word untouched to describe the island as they offer reasons to venture beyond Bali.

So it should come as little surprise that the Indonesian government has sensed the opportunity to create another lucrative tourist haven on the sprawling archipelago. The mission is to create more Balis - and Lombok will be one of them.

For islanders, this promise of Balification is a welcome opportunity but they are also wary of what it brings. And the change has already begun to hit home in more ways than one.

The drive to transform Lombok is part of a wider effort to lure travellers away from Bali, which has for decades played an outsized role in Indonesia's tourism industry. The island makes up less than 1% of the country's land area and less than 2% of its 280 million-plus population. Yet last year it accounted for nearly half of all visitors to Indonesia.

But increasingly Bali's unrelenting traffic and pollution - a direct result of its success as a top tourist pick- are leaving those very tourists disappointed with what has long been touted as the last paradise. As it turns out, that elusive paradise lies just an hour's boat ride away.

However, Lombok must contend with what this transformation means for local culture. The predominantly Muslim island is home to thousands of mosques and the indigenous Sasak ethnic group. Visitors are encouraged to embrace modest attire and be mindful of the local sensitivities.

While some see the potential for prosperity, there are concerns that Lombok could lose what makes it unique in pursuit of becoming Indonesia's next major tourist attraction. There are also environmental worries as festivals and events, like recent motorcycle races, leave behind waste and strain local resources.

As the government pushes forward with its plans, local voices are growing louder. Critics caution against the risk of Lombok's identity being overshadowed by a rush for economic gain, echoing sentiments of other popular tourist locations grappling with similar challenges.