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Abstract

Tourism is a sector that has been most affected by the COVID-19 pandemic. Various efforts to restore tourism have been carried out, one of which is through tourism promotion. One of the promotional strategies carried out is the promotion of foreign tourism in the city of Jakarta. This study discusses the promotion of tourism in Jakarta before and during the Covid-19 pandemic, especially for foreign tourists. This research is a qualitative research with a case study of the Promotion and Attractions Division of the DKI Jakarta Tourism and Creative Economy office. The results of the study show that the Promotion and Attractions Division of the DKI Jakarta Tourism and Creative Economy Office in 2020-2021 has carried out various tourism promotion strategies such as through promotional activities involving mass media, be it print, electronic and social media, making booklets, leaflets. and brochures as well as holding and participating in various events, international tourism conferences, holding familiarization trips and various other forms of promotion. But all of this took place on a limited basis when the Covid-19 pandemic hit the world. This pandemic has an impact on promotional strategies and presents various obstacles in the implementation of promotional programs. One of the important suggestions is to make new creative innovations in promoting Jakarta tourism through various media and facilities in order to attract foreign tourists to come to visit.

Bahasa Abstract

Pariwisata merupakan sektor yang sangat terdampak karena pandemi Covid-19. Berbagai upaya pemulihan pariwsiata telah dilakukan, salah satunya melalui promosi pariwisata. Salah satu strategi promosi yang dilakukan adalah promosi pariwisata luar negeri Kota Jakarta. Kajian ini membahas tentang promosi pariwisata Jakarta sebelum dan saat pandemi Covid-19 khususnya bagi wisatawan mancanegara. Penelitian ini merupakan penelitian kualitatif dengan studi kasus Bidang Promosi dan Atraksi dinas Pariwisata dan Ekonomi Kreatif DKI Jakarta. Dari hasil penelitian menunjukan bahwa Bidang Promosi dan Atraksi Dinas Pariwisata dan Ekonomi Kreatif DKI Jakarta pada tahun 2020-2021 telah melakukan berbagai strategi promosi pariwisata seperti melalui kegiatan promosi yang melibatkan media massa, baik itu media cetak, elektronik dan media sosial, membuat booklet, leafet dan brosur serta mengadakan dan mengikuti berbagai Event, konferensi pariwisata internasional, mengadakan familiarization trip dan berbagai bentuk promosi lainnya. Namun semuanya berlangsung secara terbatas saat pandemi Covid-19 melanda dunia. Pandemi ini berdampak pada strategi promosi dan menghadirkan berbagai kendala dalam implementasi program promosi. Salah satu saran yang penting dilakukan adalah melakukan inovasi-inovasi baru yang kreatif dalam mempromosikan pariwisata Jakarta melalui berbagai media dan sarana agar dapat menarik minat dari wisatawan mancanegara untuk datang berkunjung.

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