ANALISIS STRATEGI RWANDA DALAM MEMPROMOSIKAN SEKTOR PARIWISATA MELALUI NATION BRANDING “VISIT RWANDA”

This research analyzes Rwanda's strategy in promoting the tourism sector through the nation branding program titled "Visit Rwanda" using Keith Dinnie's framework of 11 elements of nation branding. This strategy positions tourism as the main pillar in transforming the country's image post-conflict into a globally attractive destination. Rwanda is actively building its national identity through public relations and nation brand advertising campaigns, such as collaborations with football clubs Arsenal and Paris Saint-Germain. The use of digital media, including online branding, social media, and mobile applications, also strengthens the message conveyed globally. Management of relationships with citizens and tourists, engagement of the diaspora, and the appointment of nation brand ambassadors are part of the efforts to strengthen emotional connectivity with the national brand. This strategy also includes internal brand management, the organization of nation days, and the distinctive naming of the national brand, namely "Visit Rwanda." The evaluation is conducted through performance measurement and the involvement of various institutions, such as the Rwanda Development Board. The results show that Rwanda's overall approach to nation branding not only increased the number of tourists but also strengthened national identity and positive global perception of Rwanda. This strategy serves as an example of a developing country successfully managing its national image in a strategic and integrated manner.