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Communication is a process of transmitting messages from sources to recipients through various channels. While the purpose of human communication is to share experience and knowledge, delivered in the language of signals, words, writing, movement, and broadcasting. The results of the process are created a theory named diffusion of information, also stands for innovation diffusion theory. for some institution, the task is the duty of a Public Relations. In performing its job, as of 2010 the Public Relations motion was increasingly 'supervised' by the constitutional Law No.14 of 2008, as well as Public Relations of Salatiga Local Government. This research was conducted in Public Relations of Salatiga Local Government for two months of observation and interviewing using a qualitative approach especially grounded theory research. Data triangulation was conducted at the Department of Transportation, Communication, Culture, and Tourism (Dishubkombudpar) in Salatiga and interviews with two of the four Chairmen of the Forum of Public Communication Institutions (FLKM) in Salatiga. In addition, the implementation of Law on the Openness of Public Information in Salatiga is not reserve in accordance with the Mayor's Decree No. 950/434/2012 and information management guidelines and documentation for officials at the State Public Agency Central and Regional Level (Issued by the Ministry of Communication and Information Indonesia).

From time to time Indonesia tourism image has been evolving and influnced by many factors. However since the colonial era, Indonesia tourism image has been designed in terms of Mooi Indie, and although the image it self already evolving, the terms of Mooi Indie stays in debate. This article tries to argue despite the pro and contra about the bad impact of tourism in terms of Mooi Indie, there are some differences between Mooi Indie in past and present time. Under the current development of tourism paradigm in the world as well in Indonesia, there are new hopes for overcoming bad impacts brought by tourism activities. In the end, Indonesia tourism image will always remain in tension between what is beautiful and the what’s in the reality. Thus, Mooi Indie can not be allowed an understood as the only image and tools to produce tourism reality, but rather as a critisism and motivation to achive the ultime goal of tourism in Indonesia.

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