BORDER REGIONS AS TOURISM GATEWAYS: RETHINKING DESTINATION BRANDING FOR INDONESIA’S ECONOMIC COMPETITIVENESS

Sigit Sugiardi (Universitas Panca Bhakti – Pontianak)
Siswo Awaliyanto (Universitas Panca Bhakti – Pontianak)
Iskandar Tuasamu (Universitas Panca Bhakti – Pontianak)

International Journal of Social and Education (INJOSEDU)
Vol. 3 No. 7 (2026): International Journal of Social and Education (INJOSEDU)

Border regions are increasingly recognized not only as territorial boundaries but also as strategic gateways for tourism, economic interaction, and regional development. This study aims to reconceptualize Indonesia’s border regions as tourism gateways by examining the role of destination branding in strengthening tourism and economic competitiveness. The study employs a library research approach through a conceptual review of relevant literature on border tourism, cross-border tourism, destination branding, collaborative governance, destination competitiveness, and regional economic development. The findings indicate that the transformation of border regions from peripheral areas into competitive tourism gateways requires the integration of local identity and resources, multi-stakeholder collaboration, coherent destination branding, and effective tourism development strategies. Based on the literature synthesis, this study proposes the Border Tourism Gateway Competitiveness Framework, which explains a sequential relationship among Border Identity and Resources, Collaborative Governance, Border Destination Branding, Destination Attractiveness, Tourism Competitiveness, Tourism Development, and Regional Economic Competitiveness. The framework emphasizes that destination branding should not be viewed merely as a promotional instrument but as a strategic mechanism for converting local uniqueness, cultural assets, cross-border interactions, and territorial identity into market value and regional competitive advantage. The study also highlights the importance of digital destination branding, cross-border connectivity, community participation, and institutional coordination in strengthening the visibility and attractiveness of border destinations. Theoretically, this study integrates previously fragmented discussions on border tourism, destination branding, and regional competitiveness. Practically, the findings provide strategic direction for policymakers and destination managers in repositioning Indonesia’s border regions from peripheral territories into competitive tourism gateways and regional economic growth nodes.