STRATEGI PROMOSI PARIWISATA KREATIF JEMBER FASHION CARNAVAL (JFC) Selfi Budi Helpiastuti Dina Suryawati FISIP Universitas Jember Email: selfibudihelpiastuti@unej.ac.id Abstract The promotion strategy for Jember Fashion Carnaval (JFC) conducted by the Jember Regency Tourism and Culture Office as a tourist destination in East Java is to introduce the public and tourists. This was done because Jember was nicknamed the world-class Carnaval City which was interesting and qualified to be used as a creative tourism destination. This research is a qualitative research which aims to find out how the promotion strategy carried out by the Jember Regency Tourism and Culture Office in making Jember a Carnaval city. Data collection techniques were carried out by interviewing resource persons from the Jember Regency Tourism and Culture Office who had an important role in carrying out the promotion strategy. The authors also observed the field to find out how the process of creative tourism promotion strategy Jember Fashion Carnaval (JFC). The author also uses literature studies to better explain this research to make it clearer. From the results of the study, the Jember Regency Tourism and Culture Office conducted a promotion strategy in several ways. First, collaborate with electronic media, online and newspapers. Second, make booklets and leaflets and hold exhibitions. Third, cooperating with Garuda Indonesian Airways, Wings Air and International Airport and stations in Java Fourth, socialization to tourism players in East Java, especially Jember. Keywords: Promotion Strategy, Creative Tourism, and Jember Fashion Carnaval I. Pendahuluan Industri pariwisata menjadi strategis jika ditinjau dari segi pengembangan ekonomi dan sosial budaya karena kepariwisataan mendorong terciptanya lapangan pekerjaan, peningkatan pendapatan masyarakat, peningkatan kualitas masyarakat dan dapat menambah rasa cinta tanah air terhadap nilai-nilai budaya bangsa sekaligus sebagai instrumen untuk melestarikan lingkungan. Peran pariwisata dalam pembangunan nasional sebagai penghasil devisa, meratakan dan menigkatkan kesempatan kerja serta pendapatan masyarakat. Pajak pembangunan yang diperoleh dari sektor kepariwisataan telah terbukti menjadi tumpuan utama dalam pendapatan asli daerah (PAD). Hal ini mendorong masyarakat untuk berkreasi dalam industri pariwisata agar dapat meningkatkan pendapatan asli daerah Masyarakat kreatif dalam dunia pariwisata harus berbasis budaya lokal. Kolaborasi seni menjadi bagian penting dari proses ini sehingga komunitas pun akan tetap hidup walaupun wisatawan pada saatnya meninggalkan tujuan wisatanya. Wisatawan saat ini mengubah pola perjalanan wisatanya dari buying product menjadi buying experience. Dari mass tourism menjadi responsible tourism. Ketika semula wisatawan cukup senang