Implementation of Smart branding Policy in the Edu-Tourism of Adventure Land Romokalisari Surabaya City in 2025
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This study analyzes the implementation of the smart branding policy in the development of the Adventure Land Romokalisari edu-tourism destination in Surabaya City. The policy is part of the Surabaya City Government’s smart city masterplan, with smart branding serving as a strategy to strengthen the destination’s image and enhance its appeal to domestic tourists, particularly from nearby regions. This research employs a qualitative approach with a case study method, using data collection techniques such as interviews, observation, and documentation. The findings reveal three main aspects of the smart branding policy implementation at Adventure Land Romokalisari: (1) building and promoting the tourism ecosystem through digital promotion via the official social media accounts of the Surabaya City Food and Agriculture Office; (2) developing a platform and promoting the local business ecosystem through the empowerment of nearby MSMEs and investment collaboration with the private sector; and (3) shaping and marketing the city’s image through edu-tourism branding efforts. Despite challenges such as limited digital infrastructure and inconsistent promotional efforts—which have resulted in low public awareness of the destination—the policy has had a positive impact, including a reduction in the number of Low-Income Families (MBR) from 100 to 17 households. By strengthening cross-sector collaboration and enhancing human resource capacity in digital marketing strategies, Adventure Land Romokalisari has the potential to become a sustainable and widely recognized educational tourism icon in Surabaya.
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