Over the decades, tourism has emerged as one of the fastest-growing economic sectors worldwide. In 2015, the World Tourism Organization (UNWTO) recorded over one billion international tourists (UNWTO, 2015), underscoring the immense potential of the tourism sector to maintain its growth trajectory, especially in Indonesia. The rapid advancement of digital technology has transformed the way people live. In today's digital age, a plethora of communication channels are employed to market travel destinations, granting potential tourists unprecedented access to information and a vast array of travel destination choices (Kotler et al., 2017, p. 44). As a result, competition in the travel industry has intensified, posing greater challenges for Destination Marketing Organizations (DMOs) (Pike, 2004, p. 1). This research seeks to offer insights and solutions to the aforementioned situation by assessing the preparedness of Indonesia's tourism sector.

The proposed research questions for this Master's thesis are:

1. What are the characteristics of tourism in the digital age, and how equipped is Indonesia's tourism sector to adapt to these changes?

2. How can the existing marketing strategy of "Wonderful Indonesia" be enhanced to craft an integrated and comprehensive marketing plan that captivates international target audiences and supports the goal of attracting 20 million tourists in 2019?

The objective of this research is to gain a deep understanding of tourism in the digital age and to identify effective and efficient destination marketing strategies, with a focus on DMOs in developing countries and, more specifically, the Ministry of Tourism of the Republic of Indonesia.