The New Normal Era needs future adaptation, in order to ensure cities still have competitiveness and resilience in the
tourism sector during the pandemic. Therefore, this study aims to evaluate the implementation of the Smart Tourism
Branding concept in Bantul city, Indonesia, during the COVID-19 pandemic. This is a quantitative study, using the
random sampling method to obtain data from 230 respondents through a questionnaire, which was analyzed using the
Statistical Package for the Social Sciences (SPSS). During the initial stage, a statistical test on each question’s validity
and reliability in the questionnaire was conducted, after which data analysis was carried out. Before performing
multiple linear regression analysis, several assumptions were fulfilled, including data normality and multicollinearity.
The results showed that the evaluation of smart tourism branding provides an overview of people’s understanding
and satisfaction level with regard to tourism during the COVID-19 pandemic. The Jelajah Bantul application, which is
a smart tourism branding instrument, supports Bantul City’s ability to compete in attracting tourists and investment
globally. In addition, the city’s tourism management and branding identity can be facilitated and strengthened when
the synergy strategy of the community and city stakeholders is appropriately regulated.