Socium

The development of social media has encouraged the tourism sector to adopt more creative and interactive promotional strategies. Instagram is one of the platforms utilized by the Tourism and Culture Office of Karanganyar Regency to promote local tourist destinations. This study aims to analyze the design and delivery of tourism promotional messages through Instagram. The research employed a qualitative approach with a case study design. Data were collected through in-depth interviews, observation, and documentation, and analyzed using thematic analysis supported by NVivo software. The results indicate that message design tends to apply rhetorical logic by emphasizing visual content and persuasive narratives. However, message delivery has not been optimal due to inconsistent content and limited audience interaction. Therefore, optimizing digital communication strategies is necessary to increase tourists’ interest and visitation.