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The phenomenon of TikTok content aesthetics has emerged as a new strategy in tourism promotion, including in Labuan Bajo. However, not all content produced has appealing aesthetic quality. Many videos still appear monotonous, lack creativity, or fail to highlight local uniqueness. As a result, some content falls short in building a strong destination image and instead gets lost in the increasingly saturated digital content competition. This research aims to examine in depth how the aesthetics of TikTok content contribute to increasing tourist interest in visiting Labuan Bajo, one of Indonesia’s super-priority destinations. Labuan Bajo was chosen as a case study not only because of its world-class tourism appeal but also because it is currently being actively promoted through digital branding strategies. The study employs a qualitative approach with a case study design. Data were collected through TikTok content observation, in-depth interviews with content creators and local tourism stakeholders, as well as literature analysis on smart tourism and destination branding. This approach was selected to uncover the underlying meaning behind aesthetic content strategies while also highlighting the challenges faced in their implementation. The findings reveal that the aesthetics of TikTok content play a significant role in building a positive image of Labuan Bajo, enhancing its visual appeal, and creating emotional connections between prospective tourists and the destination. Nevertheless, the research also identifies challenges such as limited digital literacy, uneven content quality, and the risk of narrative homogenization that may reduce local uniqueness. Based on these findings, the study recommends the development of destination branding strategies that are more adaptive to social media trends, including the creation of aesthetic guidelines rooted in local culture, digital literacy training for tourism stakeholders, and close collaboration between government, industry, and content creators. Through these efforts, Labuan Bajo has the potential to strengthen its position as a leading world-class destination.

Kebun Raya Mangrove (KRM) Surabaya is the first thematic botanical garden in Indonesia that focuses specifically on the mangrove ecosystem. It serves multiple functions, including conservation, education, research, and recreation. With its ecological uniqueness, KRM has strong potential to develop into a prominent ecotourism destination. However, post-pandemic conditions have seen a significant decline in visitor numbers, indicating the urgent need for more effective and targeted marketing strategies. This study aims to identify and evaluate marketing strategies that can enhance tourist interest and increase visitation to KRM Surabaya. The research adopts a descriptive method with a qualitative approach by collecting both primary data (through observations and interviews) and secondary data, which are then analyzed thematically. The findings indicate that KRM is currently facing several critical challenges, including limited accessibility, inadequate digital promotion, and environmental maintenance issues. Existing marketing efforts—such as affordable ticket pricing, minimal promotion via the official social media accounts of the Food Security and Agriculture Service, and limited collaboration with local SMEs—have not successfully expanded KRM’s market reach or visibility. To address these gaps, the study recommends a comprehensive marketing strategy that includes the optimization of digital marketing through official KRM-managed social media channels, strategic partnerships with ecotourism influencers, the organization of thematic events (e.g., mangrove festivals), and the innovation of mangrove-based products that can boost local identity and visitor engagement. By implementing these strategies, KRM is expected to strengthen its destination branding, attract a broader audience, and establish itself as a leading model for sustainable tourism in Surabaya and beyond.

Nagari Tuo Pariangan is a tourist village in Indonesia which is one of the supporting factors and drivers of the welfare of the people who live in it and is also a solution to accelerate village development which can have a positive effect in the form of improving the quality of the environment and the preservation of the culture contained therein. The purpose of this design is to produce a Destination Branding design for Nagari Tuo Pariangan as the oldest village in Minangkabau in order to optimize awareness and visitor interaction in Nagari Tuo Pariangan. The method used in this design is the 4D method, which consists of Define, Design, Develop, and Disseminate. By using the SWOT data analysis method. This branding design will produce the main media in the form of Brand Guidline Book, and supporting media in the form of DL Envelope, letterhead, business card, landyard, id card, Brochure, Instagram feed, Infographic, Wayfinding System, Signage, Billboard, Expo Booth, banner, Merchandise, Totebag, T-shirt, and umbrella.

This study aims to analyze the potential of the Blenduk church area in Semarang. The potential of this area needs a visual identity design as a form of tourism promotion in the city of Semarang, which incidentally the government is still active in increasing the promotion of local tourism. This study intends to design a visual identity for the Blenduk church area, so this research was carried out with qualitative research. As a persuasive communication activity, this design uses the A-A Procedure approach. The data collection techniques in this study were observation, interviews, documentation and literature study. This study intends to contribute to the Semarang city government, especially the Culture and Tourism office, to design the visual identity of the Blenduk church area so that it has an identity that can be sold to the public and can increase the attractiveness of stakeholders to increase