Abstract
Tourism in Indonesia continues to be managed seriously by the Indonesian government in order to improve and develop tourist attractions in Indonesia with the aim and objective of increasing the number of tourist visits from both foreign and domestic tourists. Genpi is a forum for capturing various elements of the tourism community from the smallest scope. Generasi Pesona Indonesia's (GenPI) communication strategy on social media can play an important role in increasing the number of tourists in North Luwu through various social media platforms that are most effective in reaching the expected target tourists, such as Instagram. for visual content or Facebook for community and discussion. Tourism in North Luwu has the opportunity to be promoted and developed as a quality and valuable destination so that it attracts many tourists. Genpi North Luwu has established a close partnership with the North Luwu regional government and local tourism stakeholders to support joint promotions to improve the quality of tourism in the area. In the research, the author used a descriptive qualitative method approach; the researcher attempted to clearly examine and describe GenPI's communication strategy on social media. GenPI can utilize the potential of social media to significantly increase the number of tourists visiting North Luwu, providing a positive impact on the local economy and regional tourism development.
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