Destination Branding and Government Role: A Case Study of the UNESCO Heritage Site “The Cosmological Axis of Yogyakarta”

UNESCO declared The Cosmological Axis of Yogyakarta as one of the world heritage sites of Indonesia on 18 September 2023. The establishment by UNESCO has consequences on the importance of Destination Branding The Cosmological Axis of Yogyakarta by stakeholders, in particular the local government, in supporting the preservation of sustainable culture and tourism. The purpose of the research is to learn the strategy of developing destination branding on the Yogyakarta Philosophy Axis to support the local government's preservation of cultural heritage. This research method is through in-depth interviews, observations, and Focus Group Discussion (FGD) with the Department of Culture (Dinas Kebudayaan/Kundha Kabudayan) in the Special Region of Yogyakarta, which is involved in the development of the philosophical axis area. The results of this research show that the government, especially the Department of Culture, has played an essential role in developing the destination branding strategy of The Cosmological Axis to improve the public's understanding of the values and efforts of preservation of cultural heritage. As a UNESCO World Heritage site, the Philosophy Axis has opportunities to increase tourist attractiveness based on cultural heritage. However, there are challenges, such as public awareness in preserving such cultural heritage, sustainable tourism, disaster mitigation, and the socio-cultural existence of communities around The Cosmological Axis of Yogyakarta.