The Potential of Foreign Influencers As Brand Ambassadors in Tourism Diplomacy: An Analysis of Indonesia’s Image Representation On Global Social Media

This study examines the potential role of foreign influencers as brand ambassadors in Indonesia’s tourism diplomacy through global social media exposure. The growing influence of digital platforms has created new opportunities for shaping international perceptions of destinations. Therefore, this research aims to explore how Indonesia’s image is represented through content produced by foreign influencers and how their role can be interpreted within the framework of tourism diplomacy. A qualitative approach was employed using thematic analysis of responses from ten non-Indonesian audiences who viewed travel content created by iShowSpeed and Wildcarlos during their visits to Indonesia. The findings indicate that Indonesia’s image is largely constructed through influencers’ spontaneous narratives that highlight the warmth of local communities, cultural uniqueness, and the vibrancy of urban and tourist destinations. The study suggests that foreign influencers possess significant potential to function as informal brand ambassadors who can strengthen the global reach of Indonesia’s tourism diplomacy.