Penyelenggaraan Miss Universe 2021 Sebagai Upaya Nation Branding Israel Untuk Meningkatkan Pariwisata Pasca Covid-19

Abstrak

ABSTRACT

Organizing The Miss Universe 2021 Mega Event as Israel's Nation Branding Effort to Increase International Tourist Arrivals Numbers Post Covid-19

This research aims to explain Israel's Nation Branding Efforts through Miss Universe to increase international tourist visits after Covid-19. As a result of the Covid-19 pandemic, the number of foreign tourists visiting Israel has decreased. The Issue then led the Israeli Government to make a policy to accelerate tourism recovery. The policy is to launch a vaccination program to stop the spread of the Covid-19 virus. During the program, as many as 80% of Israeli citizens have been vaccinated. This makes Israel one of the fastest countries in the world in vaccination programs. Hearing that Israel had successfully carried out the program, the Miss Universe Organization offered Israel to host Miss Universe 2021. This research was analyzed by a qualitative method and using the concepts of Public Diplomacy and Nation Branding. This research then found the answer that a country hosting a mega-event is an advantage, especially in terms of promoting tourism. This momentum was used by Israel to realize Israel's Nation Branding efforts through Miss Universe to increase international tourist visits after the Covid-19 pandemic. The result of these efforts is an increase in tourist arrivals in the 2021-2022 period which is followed by an increase in FDI achieved by Israel.

Keywords: Israel, Miss Universe, Nation Branding, Public Diplomacy