The present study examines critically the formulation of online promotional messages inthe hospitality industry in Central Java. A total of 22 online promotional texts of tourismdestinations in Central Java were analysed critically using the analytical paradigmintroduced by van Dijk (1998) and Kress (2010). Results of the study revealed that theseonline promotional texts developed by Indonesian web developers were brief, simple andwritten in compound sentences. Complex sentences and ‘gimmicks’ were absent found, andthe persuasive value of the texts remain basic. Therefore, the messages lack motivation intriggering a favourable outcome. Conceptually, the messages were constructed based onhistory, philosophy, and myths and highlighted Central Java’s panoramic views, its uniquegeographical location and culinary specialties. Ethnographically though, the texts lackedof comprehensive information, events and latest activities.