Pemanfaatan Influencer Sebagai Media Promosi Pariwisata Sulawesi Selatan Pada Akun Instagram @Visitsulsel.Id

This study aimed to determine the process of using Influencers as a medium for promoting tourism in South Sulawesi Province on the instagram account @visitsulsel.id and to find out the advantages and disadvantages of using influencers as a medium for promoting tourism in South Sulawesi. The method in this study is qualitative descriptive, whose primary data source comes from the results of in-depth interviews. The results show that influencers as a medium for tourism promotion in the South Sulawesi province are collaborative activities between the Regional Tourism Promotion Board (BPPD) of South Sulawesi in promoting Southern tourism with formal and semi-formal contracts through fun trips and uploaded to social media accounts of each Influencer. As well as the instagram account @visitsulsel.id. The advantages of using influencers on instagram accounts are that information can be directly conveyed to users; Insights on social media increase; There is an increase in tourism that will occur; Can an increase in instagram engagement rate @visitsulsel.id; Ease of accessing and obtaining information related to tourist destinations by potential tourists. The drawbacks are that there are no regulations that examine digital promotion activities and also the involvement of influencers for promotional activities; The unavailability of a budget that can be used to finance promotional activities with influencers in South Sulawesi; The followers of the influencers cannot be known whether or not they match the target market.