Pengembangan Pariwisata Istana Maimun Medan dalam Meningkatkan Kunjungan Wisatawan

Abstract

Maimun Palace is one of the legacies of the Deli Sultanate and has now become a tourism icon of Medan City. However, this cultural heritage site has shifted into a tourism object that faces several challenges. The main problem in the development of Maimun Palace as a tourist destination lies in unclear governance due to internal conflicts among heirs and the dominance of the Deli Sultanate Foundation. The physical condition and supporting facilities are limited and poorly maintained, while commercial activities within the palace’s core area diminish both visitor comfort and its historical value. Tourism promotion remains confined to cultural events without effective digital aplication, while visitor data collection and revenue management lack transparency. These issues have led to Maimun Palace being perceived as less attractive and failing to leave a lasting impression on its visitors. This research aims to analyze the development of tourism at Maimun Palace in order to increase tourist visits. The study employs a descriptive qualitative approach with data collection techniques including interviews, observations, and documentation, while informants were selected using purposive sampling. The result of this research is, in terms of tourist attraction, Maimun Palace holds high historical and cultural value, but it is not complemented by adequate additional attractions. In terms of facilities and accessibility, the conditions remain limited and poorly maintained, while in terms of institutional management, internal conflicts and weak coordination with the government persist. Based on these findings, it is recommended to improve facilities, strengthen digital promotion, and establish integrated governance so that Maimun Palace can become a leading tourism destination in Medan City.