Indonesia's Nation Branding Strategy Through the International Geography Olympiad (iGeo) 2023: Enhancing International Tourist Visits to Bandung City Post-COVID-19 Pandemic

Dimas Faturohman (1) , Achdijat Sulaeman (2)
(1) Universitas Al-Ghifari,
(2) Department of International Relations, Faculty of Social and Political Sciences, Al-Ghifari University, Bandung, Indonesia
https://doi.org/10.53675/icosei.v1i1.1642
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Issue
Vol. 1 No. 1 (2025)
Submitted
2025-08-24
Published
2025-10-07
PDF Untitled

Abstract

The COVID-19 pandemic has significantly impacted the global tourism sector, including Indonesia. Bandung City, as one of Indonesia's premier tourist destinations, experienced a drastic decline in international tourist arrivals from 252,842 in 2019 to merely 3,021 in 2020. This study analyzes Indonesia's nation branding efforts through hosting the International Geography Olympiad (iGeo) 2023 in Bandung City as a tourism recovery strategy. Employing a qualitative approach with literature review methodology, this research examines nation branding strategies based on Simon Anholt's six dimensions: exports, governance, culture, people, tourism, and investment. The findings reveal that iGeo 2023 successfully functioned as an effective cultural diplomacy platform, introducing Indonesia's geographical wealth, culture, and tourism potential to the international community. The event contributed to a gradual increase in international tourist visits to Bandung, reaching 38,570 in 2023, while strengthening Indonesia's image as a nation committed to education and environmental sustainability.

Authors

Dimas Faturohman
Universitas Al-Ghifari image/svg+xml
Achdijat Sulaeman
Department of International Relations, Faculty of Social and Political Sciences, Al-Ghifari University, Bandung, Indonesia

How to Cite

Indonesia’s Nation Branding Strategy Through the International Geography Olympiad (iGeo) 2023: Enhancing International Tourist Visits to Bandung City Post-COVID-19 Pandemic. (2025). Proceeding International Conference On Sustainable Environment And Innovation (ICOSEI), 1(1). https://doi.org/10.53675/icosei.v1i1.1642

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