Analyzing Creative Content of Social Media to Encourage Travel Interest for Silver Generation: A Case Study at PT.X

In today’s digital era, social media has become one of the most widely used platforms, especially in the tourism industry. Social media plays an active role as a strategic promotional tool, shaping public perception, spreading visual and narrative content, and attracting potential tourists. This writing uses a qualitative approach with creative descriptions, and aims to understand how various elements of creative content in social media can have a significant impact on tourist visiting interest. Graham Wallas’ creativity theory, which includes the stages of preparation, incubation, illumination, and verification, is used to analyse the creative process in creating creative tourism content on social media. This paper highlights elements such as storytelling, visuals, user-generated content, and the use of trends as important aspects that influence tourist interest. The results of the paper are expected to contribute to the strategy of creative content on social media for more effective and innovative tourism promotion. This study concludes that with the use of good and correct creative content, it can influence the audience to visit a tourist destination, especially in the tour and travel industry that uses social media and creative content as elements for digital promotional media, and uses good visualizations that are full of aesthetics. The implementation of creativity theories is needed as an effort to strengthen company branding, especially in the creation of creative content.