Strategi Promosi Dinas Pariwisata Kota Medan Dalam Meningkatkan Kunjungan Wisatawan Di Kota Medan

Abstract

Medan is the capital city of North Sumatra Province. This city is the largest city outside of Java and also the largest on the island of Sumatra. Medan is the gateway to western Indonesia with the presence of the Belawan Port. Medan is a very important city for trade, industry, and business in Indonesia. Tourism is one of the strategic sectors that drives regional economic growth, including in the city of Medan. The city of Medan also has diverse tourism potential, ranging from culinary tourism to cultural and historical tourism. In recent years, Medan has been affected by factors emerging in the city, namely COVID-19, leading to economic recovery and the implementation of promotional strategies by the local government. The purpose of this study is to determine the promotional strategies of the Medan Tourism Office to understand the extent to which the implementation of these strategies affects tourist visitation rates, "To determine the promotional strategies of the Medan Tourism Office in increasing tourist visitation to the city of Medan. This study uses qualitative research methods with literature and document studies. The results show that the promotion strategy used by the Medan City Tourism Office in developing tourism in Medan City uses a destination marketing strategy, which has been successful in shaping the destination image, differentiation, and positioning in the global market. Keywords: Medan City, Tourist Visit, Promotion Strategy