Panorama: Jurnal Kajian Pariwisata

Articles

Vol. 6 No. 2 (2026): Panorama: Jurnal Kajian Pariwisata, ISSN 3031-5085

STRATEGI PEMASARAN JALAN KESAWAN SEBAGAI DESTINASI WISATA SEJARAH DI KOTA MEDAN

DOI:
https://doi.org/10.2238/b7aryq46
Submitted
June 25, 2026
Published
2026-06-25

Abstract

Kesawan Street is one of the most prominent historical heritage areas in Medan City, North Sumatra, with significant potential to be developed as a historical tourism destination. The area is characterized by colonial-era architecture, multicultural historical values, and its strategic role in the economic development of Medan during the plantation era. Despite its considerable tourism potential, Kesawan Street has not been optimally promoted due to limited marketing efforts, insufficient destination branding, and a lack of integrated tourism management. This study aims to analyze the tourism potential of Kesawan Street and formulate effective marketing strategies to strengthen its position as a historical tourism destination in North Sumatra. The research employs a qualitative descriptive method through literature review and secondary data analysis. The findings indicate that destination branding, digital marketing, heritage-based cultural events, stakeholder collaboration, and integrated tourism package development are effective strategies for enhancing destination competitiveness and increasing tourist arrivals. Therefore, sustainable and collaborative marketing efforts are essential to preserve the historical value of Kesawan Street while supporting tourism development and local economic growth.

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