City Branding Strategy and Local Government Readiness

City branding can start from extracting the potential of Indonesia’s regions, which can qualify for world qualifications. Indonesia’s Ministry of Tourism’s policy also emphasises that the regional government must also build a brand for the region, which is in accordance with the potential and positioning of the target area in order to benefit from awareness, reputation and a good perception of a tourist destination, as well as encourage an investment climate and increase tourist visits to tourist destinations. This research is part of the 2018 Kemristekdikti PDUPT scheme research. By using FGD, an in-depth interview and observation of government officer in Kabupaten Pinrang, South Sulawesi, during February to December 2018, it is known that the regional government generally does not have sufficient knowledge about the city branding formation strategy. Therefore, it is necessary to socialise the importance of city branding for the region, as well as training to form a city branding strategy.