This research analyzes the communication strategy implemented in the Pacitan Ronthek Festival (FRP), in an effort to build a positive image of Pacitan as a peaceful, and prosperous tourist destination using Kotler's (2003) image theory framework. This research applies a qualitative method with a case study design to explore how the strategy is implemented. This research was motivated by the rioting ronthek sahur event, which was feared to negatively affect the Ronthek Festival held by the Pacitan District Government. The findings of this study reveal that improving the competition system and utilizing social media are two key aspects in an effort to improve the image of the Pacitan Ronthek Festival. Improvements in the competition include increasing the quality of events and the variety of activities, while the utilization of social media is used intensively for promotion and interaction with the community. The results of this study reveal how the Pacitan Ronthek Festival (FRP) tries to shape positive public perceptions of Pacitan as a tourist destination by organizing cultural events.