Kuala Lumpur, Malaysia – The Tourism Marketing Management (MPP) Study Program at Universitas Pendidikan Indonesia (UPI) reaffirmed its commitment to the university's mission of education, research, and community engagement by organizing an international community service program in collaboration with the Forum Komunikasi Muslimah Indonesia di Malaysia (FOKMA). The program, entitled "Workshop on Developing Creative Content Ideas for Destination Promotion," was held at the Multipurpose Hall, PV8 Platinum Hill Condo, Kuala Lumpur, Malaysia.
The workshop was attended by members of the Indonesian diaspora residing in Malaysia, particularly FOKMA members, who play an important role as informal ambassadors in introducing Indonesia's culture and tourism destinations to the international community. Through this workshop, participants were equipped with practical knowledge and creative skills to produce engaging digital content that enhances the image of Indonesian tourism across various social media platforms.
The workshop featured Rijal Khaerani, S.Si., M.Stat., a lecturer from the Tourism Marketing Management Study Program at Universitas Pendidikan Indonesia, as the keynote speaker. In his presentation, Rijal explained how digital transformation has significantly reshaped destination marketing strategies. He emphasized that successful tourism promotion today extends beyond showcasing scenic landscapes; it also requires authentic storytelling, emotional engagement, and content that resonates with digital audiences.
"Everyone has the opportunity to become a digital tourism ambassador. Through creative and authentic content, Indonesian diaspora communities can actively promote the richness of Indonesia's destinations, culture, and hospitality to the world," said Rijal during the workshop.
The session covered various aspects of creative content development, including identifying target audiences, generating content ideas, crafting compelling storytelling, defining key messages, and selecting appropriate formats for digital platforms such as Instagram, TikTok, YouTube, and Facebook. Participants also learned the importance of maintaining a consistent visual identity, creating engaging narratives, and leveraging social media trends to maximize audience reach and engagement.
To reinforce the learning experience, the workshop incorporated interactive group activities. Participants collaborated in small groups to develop promotional campaign concepts highlighting Indonesia's tourism destinations, drawing inspiration from their hometowns, personal experiences, and local tourism potential. Each group then presented its ideas and received constructive feedback from the speaker regarding creativity, message effectiveness, visual appeal, and the potential impact of their proposed content on social media.
The workshop was characterized by lively discussions and enthusiastic participation. Participants exchanged experiences on utilizing digital platforms to introduce Indonesia's tourism, culture, and local traditions to Malaysian society and the broader international audience. Many innovative ideas emerged, featuring Indonesia's diverse natural attractions, culinary heritage, cultural assets, and community-based tourism destinations.
Through this initiative, the Tourism Marketing Management Study Program at Universitas Pendidikan Indonesia hopes to encourage Indonesian diaspora communities in Malaysia to become more actively involved in promoting Indonesia through creative and inspiring digital content. The collaboration demonstrates how partnerships between higher education institutions and diaspora communities can expand the global reach of Indonesian tourism promotion while strengthening Indonesia's international image.
This collaboration between the Tourism Marketing Management Study Program of UPI and FOKMA Malaysia also reflects Universitas Pendidikan Indonesia's commitment to expanding international partnerships, implementing meaningful community engagement activities, and empowering Indonesian communities abroad as strategic partners in supporting the sustainable development of Indonesia's tourism sector.
Author: Rijal Khaerani , S.Si., M.Stat.