Promotion Strategy in Developing Local Tourism at Mandala Ria Beach in Dra Village, Bontobahari District, Bulukumba Regency

Mandala Ria Beach, located in Ara Village, Bontobahari District, Bulukumba Regency, has significant tourism potential due to its natural beauty and historical value. However, challenges such as inadequate infrastructure, limited promotional efforts, and lack of digital marketing strategies hinder its development. This study aims to analyze and evaluate the effectiveness of promotion strategies in developing local tourism at Mandala Ria Beach. Using a qualitative approach with a case study design, data were collected through observations, interviews, focus group discussions (FGD), and documentation reviews. The findings indicate that community training, social media promotions, and advocacy of cultural values play a crucial role in increasing tourist visits. However, promotional strategies remain suboptimal due to limited digital marketing expertise. The study suggests that maximizing digital platforms, including social media, interactive websites, and online travel applications, can significantly enhance the visibility and attractiveness of Mandala Ria Beach. Effective governance, stakeholder involvement, and sustainable resource management are also essential in ensuring long-term tourism development. This research contributes to the understanding of digital marketing strategies in tourism promotion and provides insights for local governments and tourism stakeholders to improve the competitiveness of Mandala Ria Beach as a leading tourist destination.