Strategi Branding Pariwisata Indonesia melalui Wonderful Indonesia

Abstract

The tourism sector is a sector that contributes to the Indonesian economy. Indonesia has a very diverse natural and cultural wealth which is a potential for the tourism sector. The Ministry of Tourism and Creative Economy is targeting 7.4 million tourists in January 2023. Then the target is to add 1.1 million visits to 8.5 million visits. The addition of this target after seeing the evaluation of foreign tourist visits. To achieve this target, tourism branding in Indonesia is needed. The Ministry of Tourism and Creative Economy has the Wonderful Indonesia brand as brand equity which has become the identity of the tourism industry and Indonesia's creative economy. This study aims to determine the Indonesian tourism branding strategy through Wonderful Indonesia. The method used in this study is a qualitative descriptive method with a constructivist paradigm. The strategy used for Indonesian tourism branding through Wonderful Indonesia is through Co-Branding which is a manifestation of a collaboration that can strengthen Wonderful Indonesia's branding. Wonderful Indonesia also strengthens branding by using media such as social media, print media, electronic media and space media.