Abstract
Tourism Villages are a key driver of Indonesia's economic growth, helping to boost GDP, enhance international trade volume, and boost global investment. Jember’ s administration must take the most tangible actions possible to build local tourism wisdom. The goal of this research is to examine destination branding using local knowledge. A qualitative technique is used in this research. Participant observation, in-depth interviews, and focus group discussion are used to gather data. The researcher supplemented the data using information from the documentation. The tourism strategy of
 Sidomulyo village in carrying out tourism branding based on local wisdom is shown by the employment of a tourism slogan, according to the findings
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