Gawai dayak is a celebration held in West Kalimantan and Sarawak by indigenous West Kalimantan and Sarawak tribes, especially Iban and Dayak Darat. This study examines the promotion strategy carried out by Kota Pontianak in increasing event visitors. The type of research used is descriptive qualitative by collecting data in the form of interviews and documentation studies. Source of data by conducting interviews with two informants and collecting archives, photos and literature related to promotional activities. The results of the study showed that in planning the promotion the initial steps were taken to determine the target visitors of the Gawai Dayak event for the people of West Kalimantan because the Dayak gadgets were the customs of the indigenous Dayak tribe. The purpose of promotion is a reminder for the community of organizing events. The process of designing messages using Dayak tribe principles is considered to have value in attracting Dayak tribes so that they indirectly force the community to participate in the dayak gawai event. The use of advertising media such as Baleo and posters can reach massively the target audience at the center of public activity. Social media is carried out as a supporting media in promotional activities by involving volunteers and communities from various regions to make posts so that they can be seen and known by social media users. The evaluation process is carried out by making an accountability report on the implementation and use of the budget.