This study explores how Tanzania can effectively promote its cultural heritage as a key component of tourism, drawing lessons from Indonesia's successful cultural tourism practices. By comparing strategies used in both countries, the study uncovers ways for Tanzania to enhance its cultural promotion, enrich its tourism offerings, and address challenges. Specifically, the research focuses on strategies Indonesia employs to market its cultural heritage, adapting them to Tanzania's context while preserving authenticity. The study's significance lies in boosting Tanzania's tourism sector through better cultural promotion, revenue generation, and preservation, offering insights valuable to tourism officials, cultural organizations, academicians, and the country at large. Methodologically, the study adopts a constructivist research paradigm and a qualitative multiple-case study design, focusing on Arusha in Tanzania and Yogyakarta in Indonesia. Data collection includes interviews and secondary data from reports publications, with thematic analysis guided by the strong structuration theory. The comparison reveals differences in external and internal structures, agency, and outcomes between Tanzania and Indonesia, highlighting the need for Tanzania to shift towards practical implementation in cultural promotion. This study contributes to policy and practice by advocating for revised tourism policies in Tanzania and offers theoretical and practical insights into cultural promotion strategies in Tanzania.