STRATEGI KOMUNIKASI PEMASARAN DINAS PARIWISATA PROVINSI MALUKU DALAM MENINGKATKAN KUNJUNGAN WISATAWAN KE WISATA BENTENG AMSTERDAM DI NEGERI HILA KECAMATAN LEIHITU

Tourism is one of the important sectors in regional development, including in Maluku Province, which has significant historical and cultural tourism potential. One such destination is Amsterdam Fort located in Hila Village, Leihitu District, which holds Dutch colonial historical value and serves as a historical tourism asset. However, the number of tourist visits to Amsterdam Fort has not yet reached an optimal level, making an effective marketing communication strategy from the Maluku Provincial Tourism Office necessary to enhance the destination’s attractiveness.This study aims to describe the marketing communication strategies implemented by the Maluku Provincial Tourism Office in efforts to increase tourist visits to Amsterdam Fort. The research employs a qualitative approach with a descriptive method. Data were collected through interviews with eight informants from various divisions within the Maluku Provincial Tourism Office, as well as documentation, and were analyzed using the Integrated Marketing Communication (IMC) theory, which includes target audience identification, message formulation, selection of communication media, and evaluation of the strengths and weaknesses of the strategy.The results indicate that the marketing communication strategy carried out by the Maluku Provincial Tourism Office is primarily focused on local tourists due to limited promotional budgets and the relatively high cost of transportation to Maluku. The main media utilized are social media platforms such as Instagram, Facebook, TikTok, and YouTube, supported by publications through local media such as Tribun Ambon. The messages delivered emphasize the historical value, cultural significance, and uniqueness of Amsterdam Fort.