Strategi Event Wisata Dalam Meningkatkan Kunjungan Wisatawan Ke Kabupaten Karo

Abstract

Karo Regency is one of the leading tourist destinations in North Sumatra, possessing exceptionally rich natural and cultural potential; however, optimizing tourist visits remains a challenge, especially in the aftermath of the COVID-19 pandemic, which had a significant impact on the tourism sector. Recovery efforts have been undertaken by the local government through strategies such as organizing tourism events like the Berastagi Flower and Fruit Festival, Karo Cultural Festival, and various cultural and art attractions, which serve as promotional tools and instruments of cultural preservation while also boosting tourist arrivals. This study aims to analyze the effectiveness and impact of tourism event strategies in increasing the number of visitors to Karo Regency during the 2021–2024 period, as well as to identify barriers and challenges encountered during implementation. A descriptive qualitative approach is employed, with data collection techniques including in-depth interviews, field observation, documentation, and literature review. Research informants consist of Tourism Office officials, event organizers, MSME players, tourists, local cultural communities, and accommodation managers. The results indicate that consistent implementation of tourism events has a significant impact on increasing tourist arrivals, both domestic and international, as evidenced by an upward trend from 321,200 visitors in 2021 to 603,200 visitors in 2024. The success of these strategies is supported by digital promotion, MSME and local community involvement, and the packaging of cultural attractions that strengthen the destination’s identity. However, main challenges include limited infrastructure, low capacity for sustained digital promotion, and dependency on weather conditions. In conclusion, tourism event strategies have proven effective in increasing the sustainable visitation and image of Karo Regency.

Keywords: Tourism Event Strategy, Increasing Tourist Visits, Karo Regency, Sustainable Tourism, Local Cultural Attractions, Digital Promotion, Community and MSME Involvement, Tourism Infrastructure, Tourism Destination Development