Building tourist confidence after the 19th pandemic is a very complicated problem for the tourism industry. Facing these problems, a communication strategy is needed to build attention and care among stakeholders and the community. The purpose of this study is to formulate a communication strategy in returning the attention and concern of stakeholders including the public towards the development of tourism information. This study uses social strategy theory through social impact and impact strategy to facilitate the use of social media as a means of promotion in the new normal era. This research uses a qualitative method with a case study approach. The results showed that the Regional Government was less alert in providing information related to the development of tourism businesses that involve outsiders. Through social strategy and impact strategy for tourism promotion can establish relationships between tourism actors with tourists both online and offline.