<![CDATA[This study aims to develop marketing synergies of MICE (meeting, incentive, conferences, exhibition) destinations in Makassar, especially through tourism branding strategies to achieve optimal development. Tourism Branding is identified as a strategic step to improve marketing in Makassar. This study uses qualitative approach for data collection techniques through interviews, observation, and documentation. The results show that the city of Makassar as a MICE destination faces the complexity of marketing that requires synergy between government, industry, and community. The government is designing an innovative marketing ecosystem with a focus on gastro tourism, and optimizing potential requires synergies through marketing information management, and a Quadruple Helix innovation model to increase competitiveness in the MICE tourism sector. The role of collaboration and partnership is very important in the development of MICE tourist destinations. The integration of Marketing Information Management in the Quadruple Helix innovation model strengthens Makassar's position as a competitive and sustainable MICE tourism destination in Indonesia. The sustainability of MICE tourism in Makassar is considered important and complex, especially in MICE. The need to maximize the management of marketing information systems by involving the Quadruple Helix innovation model in supporting sustainability efforts with full support from government, academia, industry, and community.]]>
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