Promotion & Marketing Strategy Of Bener Meriah Tourism Potential In Increasing The Number Of Visitors (A Study At The Tourism Office Of Bener Meriah Regency 2022)


  • Harinawati Universitas Malikussaleh
  • Ratri Candrasari Universitas Malikussaleh
  • Sandi Febryanto Universitas Malikussaleh
  • Chaira Ariza Universitas Malikussaleh



SWOT Analysis Strategy, Marketing Promotion, Tourism Potential, Bener Meriah


Promotion & Marketing Strategy of Bener Meriah Tourism Potential in Increasing the Number of Tourist Visits (Study at the Tourism Office of Bener Meriah Regency in 2022) This study aims to describe the strategy carried out by the Tourism Office of Bener Meriah Regency in 2022, this research is important because Bener Meriah has potential There are a lot of tourism but not well developed so this research wants to describe Tourism Promotion and Marketing Strategy in increasing the number of visits. This research refers to the concept of Tourism Strategy, Promotion, and Marketing, using SWOT Analysis, This study uses descriptive qualitative methods, research informants from the Tourism Office Data collection techniques through observation, interviews, and documentation Data analysis techniques through data reduction, data presentation, and conclusion drawing. The results of the study show that tourism promotion and marketing through the Calendar of Events (COE) is an annual event, but not all activities are included in the annual event. Bener Meriah Regency tourism promotion is carried out through Instagram, Facebook, and YouTube but has not been managed professionally so the existing tourism potential has not developed. , Tourism promotion is carried out through COE, support from stakeholders in the form of policies (Weaknesses) the tourism potential has not developed, tourist attractions are limited because the culture section is in the Department of Education and Culture, Tourism Accommodations already exist but are not standardized, Not all tourism potentials are included in the Calendar Of Event (COE) support from stakeholders is still at the policy level not, in reality, support from the community for tourism development is still minimal because it is in the comfort zone as a farmer of opportunities (opportunities), there is no home industry as a provider of souvenirs, building-based tourism local fans, the use of coffee plantations as educational tourism, the use of secondary crops into Eco-tourism Threats (threats) lack of awareness of Stakeholders and the public about tourism potential will be managed by other parties.