<![CDATA[The rapid growth of social media has reshaped tourism promotion strategies toward more interactive digital platforms, with TikTok emerging as one of the most influential channels. Panrita Lopi Beach, a marine tourism destination located in Muara Badak District, holds considerable tourism potential; however, this potential has not been fully optimized to increase visitor numbers. This study aims to examine the role of creative TikTok content in attracting tourists to Panrita Lopi Beach. The research adopts a qualitative method with a case study approach. Data collection techniques include observation of the TikTok account @panritalopibeach, in-depth interviews with the account administrator, and documentation. The results indicate that creative content—such as beach panorama videos, information on facilities, promotion of tourism events, and active engagement with audiences—can enhance the destination’s image, broaden promotional reach, and attract tourists, particularly younger audiences. Several posts achieved high view counts, contributing to greater destination visibility. Nevertheless, the effectiveness of this promotional strategy is still constrained by factors such as limited budget allocation, inadequate tourism facilities, and low levels of community participation. This study concludes that TikTok serves as an effective, efficient, and relevant medium for promoting regional tourism destinations. The findings suggest that tourism managers should consistently improve the quality of digital content while simultaneously enhancing overall destination readiness.]]>
