STRATEGI NATION BRANDING BHUTAN MELALUI KAMPANYE “BELIEVE BHUTAN”

This study aims to explain how the nation branding strategy is implemented by Bhutan through the Believe Bhutan campaign in an effort to promote its tourism using Keith Dinnie's nation branding approach which focuses on three main points, namely nation brand identity, communicators of nation brand identity, and brand image. The limited research that discusses in depth how Bhutan builds and describes its country's image at the international level is the basis for the importance of this study. The research method used is descriptive research. The results of the study show that this campaign emphasizes Bhutan's unique values such as Gross National Happiness, environmental sustainability, and cultural heritage as the main identities communicated by the government, tourism actors through social media. This strategy is effective in forming a positive image of Bhutan in the eyes of the international community as a small country that prioritizes a balance between progress and spirituality. This finding contributes to understanding how nation branding can be used as a tool of public diplomacy and strategically shaping the country's image.