This study aims to rank strategical preferences pertaining to the challenges of destination branding in the Nusa Tenggara Timur (NTT) Province. Scarcity of empirical research into the related area of study, and the rise of tourism along with the challenges it encompasses, justifies a gap for the aforementioned agenda. We employed the Fuzzy -Technique for Order Preference by Similarity to Ideal Solution (F-TOPSIS) in order to identify the order of preferred approaches based on level of

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... and urgency, which was done through questionnaire spread and interviews upon regional tourism stakeholders in NTT. Research results present the five most desired strategies as sustainable safety and security, developing distinctive tourist attractions, involving host community and multiple stakeholders, user generated content and social networking, and partnering with branding experts. Additionally, managerial implications were discussed. Our research is contended beneficial for providing a blueprint of practical approaches that can be employed for strengthening the branding process of tourism destinations.