Bangka District Tourism Communication Strategy in Increasing Tourist Visits Through the Sungailiat Triathlon Event

Abstract

This study examines the tourism communication strategy the Bangka Regency Government employs to enhance tourist arrivals through the international event "Sungailiat Triathlon." The research adopts a qualitative descriptive approach, gathering data through stakeholder interviews, field observations, and direct documentation in the field. Research results show that promotional strategies through social media like Instagram, YouTube, and Official websites and collaboration with influencers are effective in attracting audience attention. Apart from that, the participation of the community and residents in organizing the event further strengthens the sense of ownership and support for the event. Supporting activities such as cultural and culinary festivals also succeeded in adding to the attraction of the event. Post-event evaluations provide valuable feedback for improvement in the coming year. Researchers can conclude that planned and collaborative tourism and marketing communications can encourage increased tourist visits, as well as support sustainable tourism and economic development, especially in Bangka Regency. The results of this study can be concluded that the Bangka Regency Tourism and Culture Office uses verbal, nonverbal and visual communication strategies to promote the Sungailiat Triathlon event, with a focus on determining the target audience, developing event identity, using several social media and involving local sports communities, local communities, and working with experienced professional partners in the triathlon field such as IndoRace. As well as working with professional partners who are experienced in triahlon, such as IndoRace. Through the theory of tourism visual communication, tourism marketing communication, and attractive destination brands, they convey messages that arouse the interest of tourists, using promotional materials that highlight the beauty of nature and local culture. With this approach, the Sungailiat Triathlon serves not only as a sporting event but also as an effective tool to build the destination brand each year and increase the attractiveness of Sungailiat City as a safe and comfortable sports tourism destination.