Indonesia has tourism potential that can help to increase the country's foreign exchange income. Support for the tourism sector has been carried out by the government through cultural diplomacy in the form of promotion and also through nation branding. However, there were several incidents in form of terrorism and natural disasters which caused the bad image of Indonesia in global level. This will be very dangerous for many actors, such as reduced investors and foreign exchange from the income of the tourism sector. The government made the tagline "Wonderful Indonesia" as a way to improve Indonesia's image in the international level. The purpose of this tagline is to attract the attention of the international community and give the impression that Indonesia is a safe and comfortable country to visit.