THE DEVELOPMENT STRATEGY OF INDONESIAN TOURISM THROUGH THE BRANDING OF “WONDERFUL INDONESIA”

Rahayu Lestari (Universitas Nasional)
Resti Hardini (Universitas Nasional)
Kumba Digdowiseiso (Universitas Nasional)
Nguyen Duc Tri (Universitas Ho Chi Minh)

Multidiciplinary Output Research for Actual and International Issue (Morfai Journal)
Vol. 4 No. 2 (2024): Multidiciplinary Output Research For Actual and International Issue

Indonesian Tourism has launched a development strategy known as Wonderful Indonesia branding in an effort to increase the attractiveness of tourism destinations in the global market by strengthening the image through messages that reflect Indonesia's uniqueness and strong visual brand. Collaboration with the private sector and partnerships with local communities are the primary pillars of sustainable destination management, while international partnerships facilitate the exchange of knowledge and resources. The discussion's findings indicate a significant increase in the number of tourist visits, economic growth in the tourism sector, and positive changes in global perceptions of Wonderful Indonesia. This evaluation reflects the branding strategy's success in increasing international tourism appeal. The conclusion of this strategy emphasizes the importance of collaboration, partnerships, and community involvement in achieving sustainability in Indonesia's tourism sector.