Novi Eko Prasetyo, Wahjoedi, Hari Wahyono, Sugeng Hadi Utomo
The purpose of this study is to analyze how the portrait of the development of the tourism industry and creative economy (PAREKRAF) as a regional superior product (PUD) in Malang. What is the overall picture of PAREKRAF's development from history to its development strategy? The research method used is qualitative research. The subjects studied were the tourist village of Pujon Kidul, Malang regency and typical Malangan souvenirs located in the city of Malang. Qualitative research method with case study analysis. The results showed that the portrait of the development of PAREKRAF began in 2005 until now. The case before the pandemic period, public interest in the tourism sector and the creative economy was still very high, peaking in 2019 before the recession due to the impact of COVID-19.