UPAYA DINAS PARIWISATA TORAJA UTARA DALAM MEMPROMOSIKAN BUDAYA TORAJA SEBAGAI DAERAH TUJUAN WISATAWAN ASING

North Toraja is one of the districts located in South Sulawesi province. Toraja is famous for its unique culture, which is why it is the main tourist destination in South Sulawesi. The potential of Toraja has made the North Toraja Culture and Tourism Office make several efforts to attract foreign tourists to visit Toraja. The purpose of this study is to explain the efforts made by the North Toraja tourism office in promoting Toraja culture as a foreign tourist destination. This type of research is descriptive qualitative with data search using literature study method and semi-structured interview proposed by Christhoper Lamont. The results showed that the efforts made by the North Toraja Tourism Office were to promote cultural wealth through cultural festivals such as the Toraja International Festival, Toraja Highland Festival and Magical Toraja. In addition, the North Toraja Tourism Office actively promotes Toraja culture through social media and conducts cultural training. The conclusion of this study is that there is an increase in foreign tourist visits in 2022 to 2023 after the efforts made in 2019, 2020 and 2021.