This research describes the promotion strategy of Ambarrukmo Tourism Institute of Yogyakarta (STIPRAM) in Attracting Prospective New Students Batch 2019/2020. As one of the largest tourism students in Yogyakarta, STIPRAM still do a promotional strategies in each year in order to compete with competitors. In this millennials era, roadshow from school to school constantly performed by STIPRAM so they can interact directly with prospective students. The research method used is descriptive qualitative research method. This research will collect information, identify, describe, and evaluate everything related to the problem researched on the object of research. Data collection techniques in this study consisted of interviews and documentation. In addition, for data analysis techniques in this study consists of data reduction, display data, and also conclusion drawing. Then for data validity, this research uses triangulation technique of data source. The results showed that promotion strategy conducted by STIPRAM consisted of promotion planning, implementation of promotional mix, and evaluation of promotion. The planning process is done in accordance with the purpose of promotion, which attract prospective new students. Then for the implementation, STIPRAM uses promotion mix include advertising, personal selling, public relations. While for evaluation, STIPRAM uses simple graphs to analyze student data.