Fuat Albayumi 

Program Studi Ilmu Hubungan Internasional, FISIP Universitas Jember  

Diajeng Ayuningtyas 

Program Studi Ilmu Hubungan Internasional, FISIP Universitas Jember  

Abubakar Eby Hara 

Program Studi Ilmu Hubungan Internasional, FISIP Universitas Jember  

DOI: 

ABSTRACT 

City branding is a marketing strategy of a city by create an image to achieve a distinctive identity. This paper discusses city branding by Banyuwangi Regency to become a Tourism City in international scene. The purpose of this research is to find out the efforts and strategies of Banyuwangi Regency Government to achieve a distinctive identity through the city branding. Uses qualitative methods with primary data from interviews and secondary data from written documents, the results shows that the efforts to improve the city image are done from within, such as building a vision and mission,improve tourism products, and city assets. The chosen strategies were through the implementation of festivals along the year, online promotions, being active as representatives of Indonesia in foreign promotions, and stakeholder collaboration       

Keywords: city branding, city identity, Majestic Banyuwangi, tourism