<![CDATA[Abstrak Pengembangan pariwisata berkelanjutan di Sumba Barat Daya menghadapi tantangan rendahnya literasi digital di kalangan pelaku wisata, yang berdampak pada keterbatasan promosi dan jangkauan pasar. Kegiatan Pengabdian kepada Masyarakat ini bertujuan meningkatkan kapasitas pelaku wisata dalam pemasaran digital melalui pelatihan dan pendampingan langsung. Kegiatan dilaksanakan pada 7–9 Juli 2025 di Gedung Dinas Pariwisata Kabupaten Sumba Barat Daya, melibatkan 40 peserta yang terdiri dari pelaku wisata, pengelola desa wisata, dan komunitas muda lokal. Metode pelaksanaan mencakup edukasi partisipatif, pelatihan praktik, diskusi kelompok, simulasi pembuatan konten promosi, serta evaluasi dan monitoring berkelanjutan. Materi yang diberikan meliputi pengenalan digital marketing, strategi branding destinasi, teknik pembuatan konten visual, dan pengelolaan akun bisnis di media sosial. Hasil kegiatan menunjukkan 85% peserta mengalami peningkatan signifikan dalam pemahaman dan keterampilan menggunakan media sosial untuk promosi wisata. Peserta mulai aktif membuat konten, mengembangkan strategi promosi, dan memanfaatkan platform digital secara konsisten. Beberapa peserta bahkan telah merancang paket wisata berbasis kearifan lokal untuk ditawarkan kepada target pasar awal seperti sekolah dan komunitas. Program ini memberikan kontribusi nyata terhadap peningkatan daya saing destinasi wisata serta mendorong pemanfaatan teknologi digital dalam memperkuat ekonomi lokal. Keberlanjutan program diharapkan melalui pelatihan lanjutan, kolaborasi dengan Dinas Pariwisata, pembentukan kelompok kerja desa wisata, dan monitoring berkala untuk memastikan dampak yang berkesinambungan. Kata kunci: : pengabdian; pelatihan; literasi digital; pariwisata berkelanjutan; Sumba Barat Daya. Abstract Sustainable tourism development in Sumba Barat Daya faces the challenge of low digital literacy among tourism actors, resulting in limited promotion and market reach. This community service program aimed to enhance the capacity of tourism stakeholders in digital marketing through direct training and mentoring. The activity was conducted on July 7–9, 2025, at the Sumba Barat Daya Tourism Office, involving 40 participants consisting of tourism practitioners, village tourism managers, and local youth communities. The implementation methods included participatory education, hands-on training, group discussions, simulation of promotional content creation, as well as ongoing evaluation and monitoring. The training materials covered the fundamentals of digital marketing, destination branding strategies, visual content creation techniques, and business account management on social media platforms. The results showed that 85% of participants experienced significant improvements in understanding and skills in using social media for tourism promotion. Participants became more active in creating content, developing promotional strategies, and consistently utilizing digital platforms. Several participants even designed tourism packages based on local wisdom to offer to initial target markets such as schools and community groups. This program has made a tangible contribution to improving the competitiveness of tourism destinations and encouraging the use of digital technology to strengthen the local economy. Program sustainability is expected through advanced training, collaboration with the Tourism Office, the establishment of village tourism working groups, and periodic monitoring to ensure long-term impact. Keywords: community service; training; digital literacy; sustainable tourism; Southwest Sumba.]]>
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