Effective Communication for Improving Local Tourism in West Java B Tresnawaty 1 , Dyah Rahmi Astuti 2 UIN Sunan Gunung Djati, Bandung, Indonesia 1,2 {betty.tresnawaty@uinsgd.ac.id 1 } Abstract. The competition between industries or companies engaged in the service sector has been increased, which is the front line of a company, it is needed to build the ability to communicate are qualified to improve the quality of service, based on the effective communication theory. West Java is one of the provinces in Indonesia which has a wide range of cultural values of local wisdom sublime. The value of local wisdom can be used as a foundation to build a unique form of interpersonal communication that is typical of West Java, especially in terms of interpersonal communication. This study used an interpretive paradigm (subjective) through constructivist methods Phenomenology. Symbolic interaction theory and phenomenology of Alfred Schutz will be used to explore the phenomenon in this study. The purpose of this study aims to explore and analyse the values of local wisdom in improving communication competences, and develop a service concept that is characterized by typical West Java. Based on the research, found a Hospitality Communication concept is lifted from the values of local wisdom of West Java. This concept can be used as a model in business competition, especially to enhance the tourism industry in West Java. Keywords: Communication Competence, Local Wisdom, Hospitality Communication 1. Introduction Indonesia is a nation with a rich culture and tradition of good service but already much forgotten, but can be the basis for winning a business competition, especially in the tourism business. Similarly, in West Java, which has a wide range of local cultures, especially cultures that vary depending on the area of Sundanese. Some places that I visited to explore the values of local wisdom are Garut, Tasikmalaya, Bandung, and Sukabumi. West Java has a diverse culture and beautiful natural conditions, which became one of the destinations of local and foreign countries. This triggers the emergence of tourist businesses in West Java, such as hotels, restaurants, entertainment venues, special events, and others. These conditions encourage the businessmen of tourism to improve the quality of human resources, and the most important is the quality of WESTECH 2018, December 08, Medan, Indonesia Copyright © 2019 EAI DOI 10.4108/eai.8-12-2018.2283844