Post-Pandemic Economic Recovery Through Cultural Diplomacy: The Case Of Indonesia’s Tourism Promotion In Russia

Abstract

The COVID-19 pandemic caused a significant decline in international tourist arrivals to Indonesia, severely
impacting the country’s tourism sector. In response, cultural promotion has emerged as a strategic tool in public
diplomacy to aid economic recovery and attract foreign visitors, particularly from Russia. This study evaluates the
effectiveness of Indonesia’s cultural promotion efforts in Russia in revitalizing the tourism sector post-pandemic. A
qualitative case study approach was employed, utilizing document analysis and secondary sources from the
Ministry of Tourism and the Ministry of Foreign Affairs. The findings reveal that Indonesia’s cultural promotion
initiatives—such as festivals, exhibitions, and digital media campaigns—have successfully generated interest
among Russian tourists. These programs have enhanced Indonesia’s visibility and cultural appeal, contributing to a
gradual increase in Russian tourist arrivals. However, challenges remain, including budget limitations, shifting
geopolitical dynamics, and competition from other destinations. Despite these obstacles, public diplomacy plays a
vital role in shaping Indonesia’s international image, fostering bilateral relations, and supporting economic growth
through tourism. To further enhance the impact of cultural promotion, this study recommends strengthening
institutional collaboration between tourism and diplomatic agencies, optimizing digital-based promotional
strategies, and diversifying cultural diplomacy initiatives to reach a broader audience. With the right policies and
strategic implementation, cultural promotion can serve as a key catalyst for the recovery of Indonesia’s tourism
sector, ensuring long-term sustainability and economic resilience in the post-pandemic era.