Indonesia's Public Diplomacy Strategy: Digital Media Building the Wonderful Indonesia Campaign Narrative for the 2016-2025 Period

Abstract

The transformation of public diplomacy in the digital age has prompted countries to utilize digital media as a strategic space for building their global image and perception. This study aims to analyze how narratives in the Wonderful Indonesia campaign are constructed as a practice of digital public diplomacy to shape the perceptions of international tourists. The approach used is qualitative with a constructivist paradigm, through observation of digital media content as well as a literature review of official documents, scientific publications, and tourism data. The analysis was conducted inductively by interpreting narrative patterns and symbolic meanings within the continuously produced digital content. The findings reveal an evolution of the narrative from a post-pandemic emphasis on safety toward tourism sustainability as a strategy to maintain global relevance. The construction of the “Safe and Responsible Indonesia” identity has proven instrumental in shaping positive perceptions and enhancing the trust of international tourists. These findings reinforce that public diplomacy operates through the production of meaning and symbolic interactions in the digital space. However, there is a challenge in the form of a gap between digital narratives and on-the-ground realities that could potentially affect credibility. This study concludes that the success of digital public diplomacy depends on consistency between narrative construction and actual implementation as the foundation for the sustainability of the nation’s image.