<![CDATA[The rapid growth of the global cruise tourism industry has encouraged destinations in Indonesia to strengthen ports as gateways for international tourists. Gili Mas Port in Lombok has strategic potential due to its proximity to leading tourist destinations and the richness of Sasak culture. However, tourism promotion—particularly traditional performances as sustainable attractions—has not yet been managed optimally and in an integrated manner. This study aims to analyze tourism promotion strategies for cruise ship passengers at Gili Mas Port and to identify the challenges encountered. The research employed a qualitative descriptive approach using participatory observation, in-depth interviews with key stakeholders (KSOP Lembar, PT Pelindo, Tourism Office, NTB Regional Tourism Promotion Board, travel agent associations, and cruise tourists), and documentation studies. Data were analyzed using the interactive model of Miles and Huberman. The findings indicate that traditional performances are still presented mainly as ceremonial welcoming events and have not been optimally integrated into an Integrated Marketing Communication (IMC) strategy. In addition, the use of digital media remains limited. The main challenges include stakeholder coordination, limited duration of cruise tourists’ visits, and the absence of a sustainable cultural promotion model. This study recommends strengthening culture-based IMC strategies to enhance the competitiveness of cruise tourism in Lombok.]]>
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