The present study examines critically the formulation of online promotional messages in the hospitality industry in Central Java. A total of 22 online promotional texts of tourism destinations in Central Java were analysed critically using the analytical paradigm introduced by van Dijk (1998) and Kress (2010). Results of the study revealed that these online promotional texts developed by Indonesian web developers were brief, simple and written in compound sentences. Complex sentences and 'gimmicks' were absent found, and the persuasive value of the texts remain basic. Therefore, the messages lack motivation in triggering a favourable outcome. Conceptually, the messages were constructed based on history, philosophy, and myths and highlighted Central Java's panoramic views, its unique geographical location and culinary specialties. Ethnographically though, the texts lacked of comprehensive information, events and latest activities.