Enhancing Sustainable Tourism in Medan through Heritage-Based Development

Abstract

This study aims to analyze the strategies for developing heritage tourism in Medan, focusing on the Kesawan area as a key destination. The research utilizes SWOT analysis (Strengths, Weaknesses, Opportunities, and Threats), which helps identify the internal and external potential in the development of heritage tourism in the city. The results show that Kesawan’s strengths lie in its historical, cultural, and architectural value, as well as its strategic location, making it an attractive tourist destination. However, the weaknesses identified include inadequate infrastructure, limited human resources, and insufficient funding. Opportunities include the growing trend of cultural tourism and government support for heritage development. Nevertheless, threats such as uncontrolled urbanization, climate change, and economic pressures require particular attention in managing the area. The integration of heritage aspects in the city’s tourism master plan is progressing well, with the Medan City Tourism Development Master Plan (RIPPARKOT) outlining sustainable development strategies and policies. This study recommends improving infrastructure, enhancing human resources, and adopting effective marketing strategies to support sustainable heritage tourism development. Proper management could position Kesawan as a premier heritage tourism destination, contributing to the local economy.