This study aims to examine in depth the factors that drive Bukittinggi City to become one of the leading tourist destinations in Indonesia. Using a qualitative approach through direct observation methods and semi-structured interviews with tourism industry players, local communities, and tourists, this study explores the contribution of socio-cultural characteristics of communities, geographical conditions, and the role of government to strengthening tourism attractions. The results of the study show that the character of the people of Bukittinggi who are friendly, communicative, and have a collective spirit in welcoming tourists gives a deep impression and creates a positive experience. In addition, the physical beauty of the city surrounded by mountains, valleys, and historical relics is the main attraction that other cities are difficult to match. Iconic places such as Jam Gadang, Sianok Gorge, and the historical site of Lobang Japan add educational and visual value to the city's travel experience. Good accessibility and supporting infrastructure that continues to be developed by the government, such as adequate roads, tourist information centers, and tourist-friendly accommodation, further strengthen Bukittinggi's position in the national tourism map. The study also highlights the importance of digital and social media promotion strategies in reaching younger generations of travelers, especially millennials who are looking for authentic and sustainable travel experiences. The combination of local cultural richness, natural beauty, active community participation, and supportive government policies makes Bukittinggi not only a tourist destination, but also an example of an adaptive and innovative community-based tourist city. Therefore, it is not an exaggeration if Bukittinggi is dubbed as one of the best and most potential tourist destinations in Indonesia.
