Ministry pushes creative content to promote regional tourism

hartono · Apr 18, 2026

Head of Communications and Marketing Development at the Ministry of Tourism, Moriska Hapsari, at the "Wonderful Indonesia Branding Promotion Through Social Media" workshop in Purwokerto, Central Java, on Friday (April 17, 2026). ANTARA/Sumarwoto

Purwokerto, C Java (ANTARA) - The Indonesian Ministry of Tourism is encouraging the creation of creative social media content to promote positive regional tourism branding amid fierce competition.

Speaking at a workshop here on Friday, Head of Communications and Marketing Development at the Ministry of Tourism, Moriska Hapsari, highlighted the strategic role of the younger generation in promoting regional potential through engaging digital content.

According to her, tourism development should not only focus on destination growth but also on ensuring these locations are widely recognized and maintain a strong brand image in the minds of travelers.

In this regard, the ministry is focusing on the Wonderful Indonesia branding by increasing awareness, building trust, and boosting tourists' interest in various destinations in the country.

“In tourism development, we are not just talking about the destinations themselves, but about how the destinations are perceived and how to build a strong brand image in the minds of travelers,” she said.

According to Hapsari, this effort involves developing integrated communication strategies, strengthening collaboration with various stakeholders, and ensuring the targeted production and distribution of promotional content.

She noted that the program aligns with the Ministry of Tourism’s priorities, which include the clean tourism movement, Tourism 5.0, sustainable tourism toward net zero emissions, the development of activities based on Indonesian intellectual property, and the enhancement of tourism services.

Furthermore, she stressed that the tourism branding process is heavily influenced by traveler perceptions, which are shaped by the information and experiences shared across the digital space.

In this context, she noted that social media platforms like TikTok, Facebook, and YouTube serve as the main spaces for building perception about a destination, including reaching international markets.

However, she underlined that the success of branding is not just determined by the platform, but by the quality of the content presented to the public.