TOURISM VILLAGES AS A SOFT POWER INSTRUMENT IN INDONESIA’S TOURISM DIPLOMACY

Abstract

The growing integration of tourism into public diplomacy has positioned desa wisata (village tourism) as a strategic
instrument of soft power in Indonesia’s foreign policy practice. As global tourism trends shift from mass tourism toward
experience-based and community-oriented travel, Indonesia has incorporated village tourism into its national
development agenda, particularly following the enactment of Village Law No. 6 of 2014 and its inclusion in the National
Medium-Term Development Plan 2020–2024. This study analyzes how desa wisata operates as a soft power resource
within Indonesia’s tourism diplomacy and examines its implications for national image construction. Using a
qualitative research approach, this study relies on document analysis and secondary data derived from government
reports, academic literature, and policy documents related to tourism governance and public diplomacy. The findings
indicate that village tourism functions as a decentralized diplomatic arena characterized by multi-actor involvement,
including state institutions, local governments, community organizations, and tourism industry actors. Through
community-based tourism practices, the formation of Indonesia’s international image occurs primarily through direct
interactions between foreign visitors and local communities. While this model expands Indonesia’s soft power by
projecting cultural authenticity, sustainability, and grassroots hospitality, it also creates a paradox of limited state
control over narrative production. Consequently, strengthening meta-governance, monitoring mechanisms, and local
capacity-building initiatives is essential to ensure coherence between local practices and national diplomatic
objectives.