Abstract

The development of the Sanur Special Economic Zone (SEZ) in Bali, represents a strategic initiative by the Indonesian government to strengthen the country’s position in the global health and medical tourism sector. The institutional landscape and collaborative frameworks involved in the development of Indonesia’s health tourism sector through the nation branding strategy in the Sanur Special Economic Zone (SEZ), Bali. Employing the concept of nation branding strategies, health and medical tourism, this study analyzes how Indonesia’s nation branding strategy in developing health tourism particularly within the Sanur SEZ. Using a qualitative-descriptive approach, the research identifies Indonesia’s branding strategy in health tourism. Drawing on Dinnie’s nation branding framework, several key strategies have been implemented: nation-brand advertising, nation-brand advertising, public relations agency, online branding, social media and mobile applications, internal brand management, the naming of nation-brands, institution involved in nations branding. Not all strategic components of the nation branding concept have been fully implemented. . The multi-actor involvement through a pentahelix model—government, academia, business, community, and media—illustrates a cross-sectoral approach to branding. The findings indicate that while the initiative is still at an early stage, significant institutional commitment has emerged, particularly through the alignment of government policy, private investment in healthcare infrastructure, and international promotion efforts. However, there remains a need for better coordination and performance measurement tools to ensure long-term success in positioning Indonesia globally in health tourism.

Keywords

  • General Principles
  • the System of Government
  • Islamic Law

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