This study aims to analyze the efforts of the Surabaya City Government in increasing international tourism through the organization of the Surabaya Cross Culture International Folk Art Festival (SCCIFAF) in the 2017-2019 period. SCCIFAF is an annual art and cultural festival that aims to introduce and bring together various cultures from Indonesia and abroad. In organizing this festival, the Surabaya City Government implemented a public diplomacy strategy by targeting three strategic groups, namely other city/regional governments, local art communities, and the mass public. First, the Surabaya City Government established cooperation with other city/regional governments through sister city programs and international organizations such as CIOFF to bring in festival participants from various countries. Second, the Surabaya City Government involved local art communities and educational institutions in organizing events, artistic performances, and educational activities. Third, the Surabaya City Government utilized mass media and digital platforms to introduce the festival to a wide audience, both local and international. The research results show that the efforts of the Surabaya City Government in organizing SCCIFAF have succeeded in increasing foreign tourist visits, enriching the cultural experience of the community, and supporting the preservation of local arts and culture. The use of mass media and digital platforms has also become a key to widely promoting this festival. Keywords: Surabaya Cross Culture International Folk Art Festival, Paradiplomacy, Public Diplomacy, International Tourism, Surabaya City Government