Building Jati Plus Perhutani 40 as a Popular Tourist Destination: A Public Relations and Strategic Branding Approach

Abstract

The tourism landscape in Indonesia has experienced notable growth, driven by both large and small cities promoting their local attractions. Natural resources play a vital role in the government’s efforts to develop tourist destinations, with the rise of social media and word-of-mouth significantly boosting tourism visibility. Indramayu, a region rich in natural assets, has gained attention through the Jati Plus Perhutani 40 (JPP 40) destination located in Mekarwaru Village, Gantar District, West Java. This study examines how Perhutani Indramayu employs public relations and strategic branding to position JPP 40 as a popular tourist destination. The initiative focuses on community involvement, government collaboration, and stakeholder engagement to align with Indonesia's "Seven Wonders of Tourism" standards, which prioritize safety, cleanliness, and memorable experiences. With its unique offerings, such as a tail circuit and scenic teak forests, JPP 40 presents an opportunity to boost local economies and attract more visitors. Key strategies include enhancing branding efforts, improving facilities, and maintaining health protocols post-pandemic. The findings highlight how strategic branding and public relations are pivotal in differentiating JPP 40 and creating lasting value for visitors.