The intention to visit a Village-based Tourism destination remains low, especially during postpandemic sessions. Our study aims to observe the intention to visit among several factors to fill this gap. Focus on finding marketing strategies that are more practical to increase the intention of visiting village-based tourism destinations. Thus, this research is conducted by experimental research to examine the intention of visiting Village-based tourism using a message framing based on regulatory focus manipulation. Two hundred thirty-seven respondents participated in this study. The result shows that participants under the manipulation condition show greater intention to visit the VBT destination than those without any manipulation condition. It indicates that framing a message through regulatory focus increases visitors' intention toward village-based tourism destinations.