This paper describes how collective memory and level of place attachment can be
explored using social media data to develop a sustainable travel destination in the city of
Yogyakarta. Yogyakarta is famous as a tourist destination city for tourism in Indonesia. One
of the reasons why people visit an object at travel destination is to recall the memory of the
place. Memory is important for creating memorable space and places as it differentiates one
place to another. Memorable places could grow as a symbol and an identity of a district in the
city. This paper explores the collective memories recorded as status in the social media. The
study identifies the distribution of such locations or nodes representing the memory footprint
of the city of Yogyakarta, which can be achieved by determining the quality level of nodes
based on the level of place attachment. Analysis is done by looking at the number of caption
status by location and time. Qualitative description is used to present the level of place
attachment based on the content of the status captioned. The study shows that level of place
attachment seems not to be influenced by the popularity of an object. However it affects how
strong a travel destination might be sustainable in future development.