Bandung, 8 July 2025 – Universitas Padjadjaran has officially inaugurated Prof. Dr. Uud Wahyudin, S.Sos., M.Si. as Professor in Tourism Marketing Communication at the Faculty of Communication Sciences (Fikom).
In his inaugural address, “Applying the Pentahelix Model in Sustainable Tourism in Indonesia,” Prof. Uud underscored the critical role of collaboration between five key stakeholders—government, academia, business, media, and communities—in fostering tourism that is fair, inclusive, and environmentally sustainable. He stressed that mass tourism driven solely by economic interests, without regard for environmental carrying capacity, risks long-term damage to both ecosystems and local communities.
A faculty member at Fikom since 1997 and currently Head of the Center for Environmental Communication Studies, Prof. Uud has an extensive record of research and publications in tourism marketing communication, health communication, and environmental communication. His work directly supports several United Nations Sustainable Development Goals (SDGs), including SDG 8 (Decent Work and Economic Growth), SDG 11 (Sustainable Cities and Communities), SDG 13 (Climate Action), and SDG 17 (Partnerships for the Goals), by promoting tourism strategies that balance economic benefits with environmental stewardship and community empowerment. He expressed hope that his professorship will serve as both a personal milestone and a renewed commitment to advancing knowledge and contributing to public well-being.
