Borobudur Heritage Diplomacy of Indonesia as Nation Branding Strategy under President Joko Widodo Administration

. Indonesia is a country of a thousand heritage, renowned for its outstanding root of civilizations. In contrast, Indonesia today has less awareness of heritage, implied to aggravated governance, cross-sector and level issues, poor tourism utilization, less cultural promotion and weak authority to the site control and claim policy. Borobudur is one of the world heritage included as a Super Priority Tourism Destination, which has long become the arena of political heritagization along with many international actors. Despite its deteriorating value, Borobudur holds the key to the state’s multi-track diplomacy and national identity. In 2017, under President Joko Widodo Decree, Badan Otorita Borobudur (Borobudur Authority Agency) was created to integrate command on institutions, followed by progressive development as the government aims to construct a nation’s brand through heritage. This paper analyses the efforts of Borobudur Heritage Diplomacy as a tool to form Indonesian nation branding.