A Brisbane woman's holiday to Bali has ended in the ICU, leaving the family scrambling to fork out at least $20,000 in medical bills.

Luca Loveday, 29, fell and hit her head on Saturday morning after fainting in the reception area of a restaurant. 

She suffered a fractured skull, multiple brain bleeds and swelling and was rushed to Lira Medika Hospital in Indonesia.

Her sister Rikki said Luca was experiencing short-term memory loss.

'Her head is really hurting as well as her ear,' she said. 

'You can't have a conversation with her because she's very confused, she just repeats herself, doesn't know where she is.

'I'm not really communicating with her because she doesn't know what's happening.' 

While doctors are still figuring out the cause of her fainting, Rikki said they were monitoring her closely to ensure she remained stable. 

'They believe humidity was a factor in her fainting, but they're not sure yet,' she said. 

'Monitoring her continuously is the main focus because they said the first 72 hours were really crucial to make sure there's no changes, like more swelling or bleeding. 

'They're trying to stop the bleeding with medication, but if it doesn't work, then surgery will be needed.'  

Rikki said medical bills were expected to cost between $20,000 and $50,000, prompting Luca's friend Erin Silberstein to start a GoFundMe. 

It has so far raised $19,000 at time of writing.  

'Due to unforeseen circumstances, Luca is not covered by travel insurance,' she said.

'We are asking for any support you can give, no matter how small, to help ease the financial burden during this unimaginable time. 

'Even $5 will make a difference.'  

Ms Silberstein said the accident had come as a shock to Luca's loved ones. 

'Luca is strong, kind, and deeply loved, and right now, she needs all of us behind her,' she said. 

Luca remains in ICU under close monitoring and is expected to be joined by her family soon.