STRATEGI INDONESIA MEMPROMOSIKAN PARIWISATA LABUAN BAJO (NTT) MELALUI DIPLOMASI DIGITAL DI MASA PANDEMI COVID-19

Abstract

This study aims to explore and analyze Indonesia's strategy for promoting tourism in Labuan Bajo, East Nusa Tenggara (NTT), during the COVID-19 pandemic by utilizing digital diplomacy. Given the challenges of global travel restrictions during the pandemic, this study examines how the Indonesian government has adapted and utilized digital technology to maintain Labuan Bajo's tourism appeal as a leading destination. This study applies the concepts of Nation Branding and Digital Diplomacy to evaluate the effectiveness of digital diplomacy efforts, including initiatives such as Thoughtful Indonesia, Digital Tourism, and New Normal Destination. Using a qualitative approach through case studies, the data collected are analyzed descriptively to describe the dynamics and outcomes of the promotional policies implemented. The results show that although the COVID-19 pandemic has had a significant impact on the tourism sector, digital diplomacy implemented by Indonesia has succeeded in increasing the number of tourists visiting Labuan Bajo between 2020 and 2022. This proves that the application of technology in tourism promotion can adapt to challenging global situations and support the recovery of Indonesia's tourism sector. This study concludes that digital diplomacy, with social media and other digital-based campaigns, is vital in maintaining Labuan Bajo's exposure as a safe and attractive tourist destination during the pandemic.