Abstract
The impact of effective media relations on the prominence of Aceh Tengah Regency in Aceh Province, Indonesia as a tourist destination in the province is significant. These connections are vital for promoting tourism, and the use of social media to present tourist attractions has become essential. Using a qualitative descriptive approach, this study aims to evaluate the practical application of the media relations model at the Aceh Tengah Cultural and Tourism Office in 2023. This model encompasses a range of initiatives, such as press tours, meetings, press releases, press conferences, press receptions, press relations, and media events. The Aceh Tengah Cultural and Tourism Office aimed to boost media coverage, tourist appeal, and engagement through the active pursuit of various initiatives. The media relations model, in addition to providing advantages to mass media organizations by facilitating the dissemination of information about tourism in the Aceh Tengah Regency, also serves to cultivate mutually beneficial relationships between the two parties. The use of information technology has made content tourism a beneficial resource for individuals intending to travel to the Aceh Tengah Regency in Indonesia.
Keywords: Aceh Tengah Regency, Culture and Tourism, Media Relations, Tourism Promotion.