<![CDATA[The rapid growth of digital business has significantly transformed tourism promotion and development, particularly in regional destinations. Objective: This study examines the role of digital business in promoting and developing tourism in North Tapanuli, Indonesia, focusing on how digital platforms are utilized by tourism stakeholders and local communities. Method: Employing a qualitative approach with a netnographic method, the research analyzes online interactions, digital content, and promotional practices across social media platforms and online travel services. Result: The findings reveal that digital business practices in North Tapanuli are predominantly community-driven and rely heavily on visual storytelling through platforms such as Instagram, TikTok, and online travel agencies. These practices contribute to increased destination visibility, enhanced tourist engagement, and the formation of digital reputation through user-generated content and online reviews. Conclusion: The effectiveness of digital tourism promotion remains constrained by uneven digital literacy, limited infrastructure, and fragmented stakeholder coordination. The study highlights that while digital business creates significant opportunities for tourism development, its sustainability depends on integrated digital strategies, capacity-building initiatives, and stronger institutional support. This research contributes to the literature on digital tourism by providing empirical insights from a regional context and emphasizing the importance of inclusive digital ecosystems in tourism development.]]>
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