<![CDATA[ Tourism promotion on social media requires stories that connect a destination’s attractions with the experiences prospective visitors might imagine. This study examines Joe Lambert’s seven stages of digital storytelling in five tourism videos on the Facebook account @Nopri Anto and identifies the strengths and limits of their promotional messages. A descriptive qualitative approach was applied to five videos about Bukit Raje Mendare, Rafflesia arnoldii, Gunung Patah, and two river tubing activities observed between January and March 2026. Images, sound, captions, and visible interactions were documented and classified against the seven stages; findings were then condensed, displayed, and verified. All five videos contained recognizable elements of insight, emotion, a defining moment, visual storytelling, sound, assembly, and sharing, although their development varied. Authentic imagery was the strongest feature, showing landscapes, a rare flower, an expedition, and shared recreational experiences. The expedition video presented the clearest narrative progression, while several other videos resembled sequences of documentary footage. The emotional arc, voice narration, transitions between significant moments, and closing calls to action need further development. These findings suggest that attractive images alone cannot adequately explain a destination’s distinctive value or communicate safety and conservation messages. Basic story planning before production and active conversation after publication may strengthen narrative coherence and audience engagement. The findings concern the observed content and do not establish an effect on travel decisions.]]>
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