STRATEGI DAN KESIAPAN PEMERINTAH KOTA YOGYAKARTA DALAM UPAYA MEMBANGKITKAN SEKTOR PARIWISATA DI ERA NEW NORMAL (STUDI PADA KAWASAN WISATA MALIOBORO)

At this time the Yogyakarta City Government is implementing the new normal with the enthusiasm of tourists and the community to support the Yogyakarta City Government, especially the Tourism Office and Culture Office in an effort to revive the tourism sector in Yogyakarta so that the economy returns to normal and improves again and makes the city of Yogyakarta and its objects tourism as a good example with the reopening of the tourism sector in the new normal era by undergoing the Health protocol. Therefore, the purpose of this study was to determine the City Government's Readiness Strategy in Efforts to Awakening the Tourism Sector in the New Normal Era. The method in this study uses a qualitative method that distinguishes this research is the research location where the researcher conducts research on the Yogyakarta tourist attraction in the Malioboro area. Sources of data used in this study is primary data. The data obtained in the form of interviews and documentation. This research shows that all indicators as a measure of readiness provide results that are in accordance with the existing reality regarding infrastructure, accessibility, interpretation, and government institutions are very supportive, especially these results are also supported by the results of interviews that have been conducted. The conclusion of this research is that the strategy that has been prepared by the government is running quite well, this is because all indicators as a measure of readiness provide results that are in accordance with the existing reality and are supported from interview data.