Marketing Communication Strategies to Increase Visitor Interest in Marina Beach, Semarang City

This study examines marketing communication strategies employed to increase visitor interest in Marina Beach, Semarang City, focusing on promotional practices, digital communication, and organizational challenges. A descriptive qualitative approach was employed, with data collected through observation, interviews, and documentation. The analysis examined promotional channels, destination representation, visitor-generated content, and managerial coordination. The findings reveal that Marina Beach possesses considerable tourism potential through its accessible location, coastal scenery, sunset attractions, recreational activities, and supporting facilities. However, marketing communication remains insufficiently structured and coordinated. Promotional activities rely predominantly on word-of-mouth recommendations and visitor-generated content on Instagram and TikTok, while official digital promotion remains inconsistent. Additional challenges include irregular website updates, limited collaboration with travel agents and content creators, inadequate digital marketing capabilities, and the absence of systematic promotional planning and evaluation. The study identifies opportunities to strengthen destination positioning, improve digital information management, coordinate promotional content, and develop strategic partnerships. The findings contribute to understanding organizational marketing communication practices at local coastal destinations. Although these improvements may support visitor interest, their effects on actual visitation require further empirical evaluation.