Upaya Diplomasi VisitBritain dalam Mempromosikan Pariwisata Inggris Pasca Pandemi COVID-19
DOI:
https://doi.org/10.22373/jai.v10i2.6291Keywords:
VisitBritain, Pariwisata Inggris, Pandemi Covid-19, Upaya DiplomasiAbstract
VisitBritain sebagai Quasi Non-Governmental Organization (Quango) terus memainkan peran penting dalam mendukung pariwisata Inggris Raya (UK). Sektor pariwisata Inggris mengalami penurunan yang signifikan karena pembatasan perjalanan di seluruh dunia menyusul pandemi penyakit virus korona 2019 (COVID-19). VisitBritain telah memimpin banyak pemulihan dengan menarik pengunjung internasional ke Inggris. Penelitian ini bertujuan untuk menggambarkan bagaimana VisitBritain telah mempromosikan Inggris di luar negeri pasca-COVID-19. Penulis menerapkan pendekatan kualitatif, menggunakan ruang lingkup Teori Diplomasi Publik dan konsep Quasi Non-Governmental Organization (Quango) untuk menyimpulkan penelitian dari data sekunder. Hasilnya menunjukkan bahwa VisitBritain mengambil beberapa cara untuk meningkatkan volume dan nilai pariwisata masuk, seperti menghubungkan mitra dagang, mempromosikan citra positif Inggris, dan menyelenggarakan acara. Kegiatan VisitBritain dapat dibagi menjadi mendengarkan, advokasi, diplomasi budaya, pertukaran, dan penyiaran internasional untuk memastikan bahwa citra Inggris dipromosikan kepada orang asing. VisitBritain berfokus pada negara-negara dengan pemulihan terkuat termasuk Amerika Serikat, Prancis, Jerman, Spanyol, dan negara-negara Dewan Kerjasama Teluk (GCC). Sebagai kesimpulan, VisitBritain telah meningkatkan kunjungan dan pengeluaran masuk secara signifikan di Inggris
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