Important thing to develop tourism industry in a city . One reason to visit a city is tourism destinations. Tourism itself inseparable part of human life, especially concerning social and economic activities. Hopefully this tourism can be developed in a community empowerment strategy through community-based tourism development. Changes in consumer behavior because of the development of information technology make it an opportunity to make sustainable innovation. Nowadays, all about digital. Digital technology changes the face of the business world such as marketing activities. Technology has changed the way humans talk, communicate, act, and make decisions. Taking selfies and sharing them with social media has now become an important activity. Bandung is a city known as parisj van java and has many tourism destinations such as shopping tourism, nature tourism, culinary tourism, regional cultural tourism, and heritage tourism. All tourism destinations in Bandung must have a spot for selfies. Moreover, there are many tourism destinations in Bandung that only offer experience for selfies. From this idea that a special concept of selfie tourism is needed which impacts on the increasing branding of the city. This paper is aimed to describe the concept of selfie tourism as a tool to improve a brand of Bandung. The research method used in this study is a descriptive-explorative method. The results of this study are that cities that already have branding will have their own image for tourists. because Bandung has a distinctive tourism characteristic from other cities so it gives different memories. Every post uploaded on social media both photos and videos can be watched by many people. This is what makes every photo and video can be an information for everyone who sees it. This is what makes the branding of Bandung will automatically spread from posting uploads.