ABSTRACT : This study explores the optimization of West Kalimantan’s Tourism Information Center (ETIC) through value co-creation to enhance the e-tourism experience. West Kalimantan, with its unique geographical and cultural attributes, has substantial untapped tourism potential. The current ETIC system is government-operated and lacks active tourist participation, resulting in a one-sided approach that fails to fully engage and attract visitors. This study employs a value co-creation framework, emphasizing collaboration between tourists, local stakeholders, and the tourism industry to create personalized and meaningful tourism experiences. Primary needs and challenges in West Kalimantan’s tourism sector identified through semi-structured interviews, focus group discussions, and open questionnaires with key stakeholders. The findings highlight the necessity for improved information management, technological infrastructure, feedback mechanisms, stakeholder engagement, and capacity building. Proposed initiatives include developing a centralized digital platform, continuous feedback loops, and training programs for local service providers. In conclusion, active tourist involvement and stakeholder collaboration are crucial for tourism success, offering a model for other regions to optimize their tourism information systems through value co-creation.

KEYWORDS – Value Co-Creation, Stakeholder Engagement, ETIC, Tourism Development, E-Tourism