ABSTRACT
The explanation and identification of the special characteristics of a particular area is a criterion for such area to have a strong brand. The development of ecotourism has been observed to be a potential strategy of city branding in Pinrang. From the results of the surveys and in-depth interviews conducted, there are opportunities and challenges in the development of local ecotourism as a strategy for city branding in Kabupaten Pinrang (Pinrang Regency).
