The development of social media, particularly TikTok, has shifted tourism communication strategies from conventional to digital, visual- and algorithm-based, marked by the viral phenomenon of tourism content through the FYP feature. In this context, Telaga Ngebel has become a destination experiencing a strengthening of perception through content creators. This study aims to analyze Telaga Ngebel's destination branding strategy using Bill Baker's (2007) destination branding theory, which includes the stages of assessment and audit, analysis and advantage, alignment, articulate, activation, adoption and attitudes, and action and aftermath. The method used is descriptive qualitative with interview, observation, and documentation techniques. The results show that TikTok acts as a primary source of awareness, while the destination's advantages lie in its naturalness, serene atmosphere, and diverse tourism experiences that are consistently visualized. Furthermore, there is harmony between digital representations and real conditions, as well as simple, and repetitive messaging. Activation through an experiential approach and digital trends can increase audience engagement, shape positive attitudes, encourage visiting decisions, and have a tangible impact on increasing visits and local economic activity.

Keywords: Destination branding, TikTok, Destination image, Digital tourism, Telaga Ngebel.