Abstract
Ikat Fabric is a copyrighted work of the Kaili tribe that must be maintained as a cultural heritage. Production of Ikat fabric can be found in the area of Palu City and Regency. In the process of development, the Ikat fabric not widely known by the public even though it has been featured in national level cultural events. The research objective was to determine the strategy Duta Batik of Palu City in promoting the fabric Tenun Ikat Donggala as a cultural heritage through Instagram. The research method used is qualitative and the withdrawal of informants using key informants. The results showed that in carrying out promotional strategies, tourism ambassadors used social media such as Instagram to disseminate information about the Ikat fabric. which is the cultural heritage of the Kaili tribe. The message used is in the national form (Indonesian) and the regional language/accent that describes the uniqueness and durability of the fabric. The use of local language aims to be able to close emotional ties and provide awareness to local communities, especially millennials, to love and wear Ikat cloth more as a cultural heritage from generation to generation.
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