This study analyzes the promotion strategy of the Sleman Tourism Office in increasing visitors' interest in the new Lava Pillows 2017 tourist attraction. Lava Pillow tourism is a new tour located in Berbah, Sleman, where it has tourism potential that can be developed and introduced to the wider community, especially in educational tourism . This study aims to describe and analyze the extent of the Sleman Tourism Office's promotion strategy in promoting Lava Pillow tourism in 2017 by reviewing several supporting and inhibiting factors in its implementation. This study uses a descriptive qualitative method, with data collection techniques through interview methods with the parties involved and several sources of documents that are tested for validity. The results of this study indicate that the promotional activities carried out by the Sleman Tourism Office in 2017 are using conventional media promotion programs and social media. The advantages of implementing the Lava Pillow tourism promotion strategy are publications from the media that are very helpful in addition to the programs that have been set. After publishing through the mouth of the mouth media from one tourist to another tour can also help achieve the goals to be achieved by Lava Pillow tourism. The lack of implementation of the promotion strategy is the blom of the organizational structure and the lack of communication between Lava Pillow tourism managers and the Tourism Office so that it can hamper the smooth implementation of tourism promotion strategies for Lava Pillow. In addition, the evaluation of the implementation of the promotion strategy is not well implemented and causes a lack of improvement in subsequent implementation.