English in Indonesian tourism: enhancing image and branding

Abstract

Utilizing English for tourism branding and promotion in Indonesia significantly enhances the country's attractiveness as a tourist destination. This study sought to explore the utilization of English for tourism branding and promotion in Indonesia through a qualitative descriptive. This study adopts a literature review methodology to comprehensively explore the role of English in advancing Indonesian tourism. By synthesizing previous research findings and theories from scholarly articles, books, and relevant publications, the study aims to provide a holistic understanding of developments in the field. The researchers meticulously collect and analyse literature, identifying key themes and insights related to the development of tourism in Indonesia and the significance of English proficiency within the sector. Through data analysis and synthesis, the study offers valuable insights and considerations for educational practitioners, highlighting the importance of English language skills in optimizing tourism services and experiences. Indonesia's tourism industry has made significant progress despite challenges like the pandemic, evident in its rising rankings and socio-economic contributions. Strategic investments have positioned Indonesia as an attractive destination, while English proficiency among stakeholders is crucial for effective communication and global competitiveness. Prioritizing English education and fostering collaboration is vital for maximizing the tourism sector's potential and contributing to Indonesia's overall development.