Strategi City Branding “Colorful Medan” dalam Menarik Minat Berkunjung Wisatawan Ke Kota Medan

Abstract

Medan City Government initiated city branding titled Colorful Medan since 2017.BrandingThis reflects the ethnic, cultural, and culinary diversity, as well as the rich history of Medan as a multicultural city. However, despite the city's enormous tourism potential, the number of tourist visits remains fluctuating or inconsistently increasing. This study aims to analyze strategies city branding implemented by the Medan City Tourism Office and identifying the supporting and inhibiting factors in attracting tourist interest. Using a qualitative descriptive approach and constructivism paradigm, data were obtained through in-depth interviews, documentation, and literature studies, and analyzed using the theory of Tourism Marketing Communication (tourism marketing communication). The results of the study showed that Colorful Medan has been implemented through four main strategies: image marketing, attractions, infrastructure, and residents. These strategies generally reflect an integrated and participatory effort to shape positive perceptions of the city, through visual symbols, strengthening cultural and culinary attractions, developing tourism-supporting infrastructure, and actively engaging the community. However, these strategies still face various challenges, such as budget constraints, lack of synergy between agencies, and suboptimal education. Branding to the community, as well as the inconsistent implementation branding due to changes in leadership. Supporting factors such as regulations on strategic tourism areas, legality branding national, creative community involvement, and local cultural richness are the main strengths in strengthening the foundations branding. This study concludes that although Colorful Medan has great potential as a strategy city branding, its long-term success depends heavily on sustainability, cross-sector collaboration, and community participation in shaping the image of a strong and competitive city.