STRATEGIC PLANNING IN TOURISM DEVELOPMENT IN SIMALUNGUN REGENCY, LAKE TOBA

Abstract

Tourism development is a crucial aspect of local and national economic growth. Its significant impact prompts governments to continually strive for development as a steady source of income for the country. One of the strategies employed by the government for tourism development is the establishment of National Tourism Strategic Areas with 10 priority areas earmarked for development, one of which is Lake Toba. This article discusses the role of strategic planning in the development of tourism in Simalungun Regency, Lake Toba. The objective of this research is to analyze the importance of strategic planning in tourism development and provide strategic recommendations for tourism development in the Simalungun Regency. The research methods utilized qualitative descriptive analysis and SWOT analysis. These analyses aid in identifying the potential, strengths, weaknesses, and threats faced in tourism development in the region. The research findings highlight the importance of synergy among institutions, stakeholders, and business actors in enhancing tourism promotion, environmental education campaigns, optimizing transportation infrastructure, and leveraging digital technology for promotion. With the implementation of a measured strategic plan, the Simalungun Regency has the potential to become a sustainable and competitive tourism destination. This study is expected to provide guidance for tourism development in this region.