STRATEGY TO INCREASE TOURIST VISITS IN IMPROVING THE ORIGINAL REGIONAL INCOME OF TANJUNGPINANG CITY
Keywords:
Strategy , Tourism, Original Regional Income, Cultural Heritage, Destination DevelopmentAbstract
Tourism has become a primary sector for regional development in Tanjungpinang City. Between 2022 and 2023, tourist arrivals, particularly from international markets, showed significant growth, with visitors staying on average for one to three days. However, several challenges remain, including the underutilization of cultural heritage sites, limited infrastructure, and insufficient human resources. This study aims to examine the strategies employed by the Department of Culture and Tourism of Tanjungpinang City to increase tourist visits and their contribution to the city’s Original Regional Income (PAD). Guided by Porter’s generic strategies, the research adopts a qualitative approach involving in-depth interviews with nine informants, supported by official documents and observation. The findings indicate that while Tanjungpinang possesses diverse tourism potential—ranging from marine, historical, cultural, to culinary tourism—these resources have not been fully optimized. Key strategies include focusing on domestic tourists for post-pandemic recovery, strengthening partnerships with travel agencies and other government entities, and enhancing promotional activities. However, challenges such as limited funding, inadequate promotional reach, and weak private sector engagement hinder implementation. The study recommends prioritizing infrastructure improvements, expanding digital marketing, and fostering community-based tourism initiatives to ensure sustainable PAD growth
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