Tias Bakaro

Department of International Relations, Faculty of Social and Political Sciences, University of Jember 

Adhiningasih Prabhawati

Department of International Relations, Faculty of Social and Political Sciences, University of Jember  

Sus Eko Zuhri Ernada

Department of International Relations, Faculty of Social and Political Sciences, University of Jember 

DOI: https://doi.org/10.19184/e-sospol.v13i1.60010

ABSTRACT 

This study analyses Indonesia’s public diplomacy in increasing Chinese tourist arrivals during the 2021–2024 period using the soft power framework developed by Joseph Nye, which includes the dimensions of daily communication, strategic communication, and long-term relationship building. This research employs a descriptive qualitative approach using secondary data obtained from official reports, academic journals, previous studies, and government publications, which are validated through source triangulation to ensure credibility. Data analysis is conducted through stages of data reduction, data display, and conclusion drawing with verification. The findings indicate that Indonesia’s public diplomacy strategies through the Wonderful Indonesia campaign, digital diplomacy, participation in international tourism exhibitions, and programs such as sales missions and familiarization trips have been effective in rebuilding trust among Chinese tourists in the post-COVID-19 period. This is reflected in the significant increase in Chinese tourist arrivals from 2021 to 2024. Therefore, tourism-based public diplomacy not only contributes to the recovery of Indonesia’s tourism sector but also strengthens the country’s positive image and Indonesia–China bilateral relations through enhanced people-to-people contact as a strategic instrument in international relations 

Keywords: Public Diplomacy, Indonesian Tourism, Chinese Tourists, Soft Power 

REFERENCES

Ambarwati, S. (2023). Kemenparekraf kolaborasi dengan TikTok promosikan parekraf Indonesia. Antaranews.Com.

Amelia, V., & Prasetyo, D. (2022). Sertifikasi CHSE ( Cleanliness , Health , Safety , & Environment ) terhadap Objek Wisata sebagai Wujud Pemenuhan Hak Wisatawan. 5(2), 92–99.

Anggara, D. (2024). Labuan Bajo for Chinese Tourist’ Next Travel Destination. Jatimnetwork.Com.

Anwar, D. F. (2019). Indonesia-China Relations: Coming Full Circle?

Badan Pusat Statistik. (2022). Statistik Kunjungan Wisatawan Mancanegara 2021.

Badan Pusat Statistik. (2025). Statistik Pengeluaran Wisatawan Mancanegara 2024.

Cahaya, A. N. (2019). Analisis Peranan Sektor Pariwisata Di Jawa Tengah (Pendekatan Input-Output). GeoEkonomi, 11(September 2020), 202–212.

Fmprc.gov.cn. (2015). Joint Statement on Strengthening Comprehensive Strategic Partnership between the People’s Republic of China and The Republic of Indonesia. Https://Www.Fmprc.Gov.Cn/.

Gameliel, A., Tangkudung, D., & Rante, J. Z. (2024). Inovasi Bisnis Pariwisata Indonesia Pasca Pandemi Covid-19. 8, 657–667.

Isti Nur Rahmahwati, Y. L. (2021). Promoting Indonesia’s Tourism to China through Public Diplomacy during The Reign of President Joko Widodo. Jurnal Ilmu Sosial, 20(1), 49–77. https://doi.org/10.14710/jis.20.1.2021.49

Joseph S. Nye, J. (2008). Public Diplomacy and Soft Power. The Annals of the American Academy of Political and Social Science, 616, 94–109.

Kemenparekraf. (2024). Investment Realization Quarter IV and January – December 2022 (Jati Mahat). Kementerian Pariwisata dan Ekonomi Kreatif.

Kornelia Johana, Dani Setiadarma, K. D. P. W. (2020). Strategi Komunikasi Pemasaran 10 Destinasi Pariwisata Prioritas “Bali Baru” Di Kementerian Pariwisata Republik Indonesia. Ekonomi Dan Manajemen Sistem Informasi, 1(6), 631–648. https://doi.org/10.31933/JEMSI

Luneto, R. (2025). Cendekia Niaga Journal of Trade Development and Studies Nation Branding : The Case Of Indonesia ’ s Cultural And Tourism Public Diplomacy Abstrak. Cendikia Niaga : Journal of Trade Development and Studies.

Malissen, J. (2005). The New Public Diplomacy Soft Power in International Relations (J. Malissen (ed.)). Palgrave macmillan.

Matthew B Miles, A Michael Huberman, J. S. (1994). Qualitative Data Analysis A Methods Sourcebook.

Moleong, L. (2014). Metode Penelitian Kualitatif Edisi Revisi. Remaja Rosda karya.

Nanning. (2023). Resmikan Paviliun Komoditas Indonesia di CAEXPO 2023, Wapres Harapkan Produk Indonesia Semakin Dikenal Dunia. Wapresri.Go.Id.

Natalia, D. L. (2024a). Angka kunjungan ke stan Indonesia di CIFTIS 2024 Beijing melonjak. Antaranews.Com.

Prayudi, M. A. (2020). Dampak Covid -19 Terhadap Pariwisata Di Daerah Istimewa Yogyakarta. Jurnal Ilmiah Pariwisata Dan Perhotelan, 3(2).

Rika Theo, M. W. . L. (2018). China ’ s Confucius Institute in Indonesia : Mobility , Frictions and Local Surprises. Sustainability, 10. https://doi.org/10.3390/su10020530

Rosadi, R. R., Wiradharma, G., Arisanty, M., Sciences, P., Terbuka, U., Raya, J. C., Cabe, P., & Selatan, T. (2022). Wonderful Indonesia Campaign As Indonesia’s Nation Branding On Digital Media. Komunika, V(Ii), 10–11.

Rusydati, A. A., Studi, P., Hubungan, S., & Airlangga, U. (2014). Hubungan Indonesia-China pasca Normalisasi tahun 1990. 85–104.

Simanjuntak, T. R. (2020). Efektivitas Nation Branding “Wonderful Indonesia” Sebagai Sebuah Strategi Dalam Hubungan Diplomasi Pemerintah Indonesia Tahun 2011-2018. Jurnal Cakrawala, 29–59.

Sri Endah Nurhidayati, Lila Muliani, Loso Judijanto, Apriyanto Apriyanto, Titik Haryanti, Darmayasa Darmayasa, Haryani Haryani, Irva Yulia Rohmah, Mulya Sari Hadiati, Amalia Anjani Arifiyanti, Rosliyana Br Perangin Angin, A. R. (2025). Pesona Pariwisata Indonesia : Potensi, Pengembangan, dan Inovasi Membangun Destinasi Pariwisata IndonesiaPesona Pariwisata Indonesia : Potensi, Pengembangan, dan Inovasi Membangun Destinasi Pariwisata Indonesia. PT Sonpedia Publishing Indonesia.

Sugianto, S., Sendra, I. M., & Negara, I. M. K. (2018). Preferensi Wisatawan Cina Terhadap. Journal Of Applied Sciences In Travel And Hospitality, 6(2), 115–123.

Sugiat, Y., Septiani, Y., Husni, M. H., Tua, M., & Situmorang, N. (2024). Pengaruh Penerapan Program Chse Pasca Covid-19 Terhadap Kepuasan Wisatawan. Jurnal Itb, November, 67–73.

Sugiyono, P. D. (2017). Metode penelitian kuantitatif, kualitatif, dan R&D. ALFABETA BANDUNG.

Sukma, R. (1999). Indonesia and China : The politics of a troubled Relationship. Routledge Oxfordshire.

Suryadinata, L. (2017). Chinese Indonesians: State and Identity in Post-Suharto Indonesia. Southeast Asian Studies, 15(1), 35–47.

Suryawan Wiranatha, A., Ayu, G., & Suryawardani, O. (2013). Responsibility Of Stakeholders In Minimizing Leakage Of Tourism Industry (A Case of Accommodation in Bali, Indonesia).

Syafiq Basri Assegaff, Rudi Sukandar, Mike Hardy, J., & Ratnasari Dewi, Habib Mohammad Ali, N. P. A. (2022). COVID-19: An Assessment of Creative Communication, Crisis Preparedness, and Resilience Building in Hospitality Business in Bali. 7(March 2020), 63–74.

Szondi, G. (2008). Public Diplomacy and Nation Branding: Conceptual Similarities and Differences. Netherlands Institute of International Relations ‘Clingendael’ : Wassenaar.

Tourismforus. (2024). Kemenparekraf Gelar Famtrip Bagi Agen-Agen Perjalanan Tiongkok Untuk Mengenal Bali+Labuan Bajo. Tourismforus.Com.

Wang, Q., Hou, H., & Li, Z. (2022). articipative Leadership: A Literature Review and Prospects for Future Research. Frontiers in Psychology2, 13. https://doi.org/doi.org/10.3389/fpsyg.2022.924357

Xinhua. (2025). Kunjungan wisatawan China ke Indonesia naik 52 persen pada 2024. Antaranews.Com.

Yakup, A. P., & Haryanto, T. (2019). Pengaruh pariwisata terhadap pertumbuhan ekonomi di indonesia. 23(2), 39–47.

Zhai, Q. (2005). Road to Bandung : China ’ s Evolving Approach to De-Colonization. In Road to Bandung: China’s Evolving Approach to De-Colonization (Issue October, pp. 181–206).