is far more crowded after the revitalization has been completed. The projects carried out improvements in terms of the area fabrics, building revitalization, and street furniture. These architectural elements have enhanced tourists' visual attraction, especially for getting selfies and taking pictures. The photo uploaded to social media attracts local and international tourists. Some corridors or spots often appear when the public search for keywords about Kota Lama Semarang on social media. This research aims to discover how people perceived Kota Lama Semarang's visual representation in the social media era, particularly on Instagram. Furthermore, this is the early step to go towards the digital placemaking concept. The photo-mapping method was conducted, in which the photos were collected through social media using Kota Lama Semarang hashtag and overlayed into the Kota Lama Semarang map. The result gives visual perspectives from Instagrammers related to the spots and architectural elements representing Kota Lama Semarang. These popular spots should have further attention to Kota Lama tourism's sustainability and its precinct's visual quality while taking authenticity and integrity into consideration.
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