The Development Strategy of World Heritage Tourism in Indonesia

Semarang Old City area is one of the historic areas in Indonesia that should be conserved. This study examines the development strategy of the Old City area as a world heritage site to support the competitiveness of the region. This study used a SWOT analysis, R/C ratio, and Analytic Hierarchy Process (AHP). The preservation of the Old City area is needed in order to protect the area from the incessant negative aspects of city development. There is also a need to control the development of the region aim so that it does not not lose its historical identity and unique culture. The results of the study stated that this area has developed into a huge potential tourist destination and attraction. This is even though it should be revitalized soon to keep the environmental quality. Results also show that the economic aspect of the activities of businessmen in the Old City area is very beneficial because it has a value of R/C ratio more than one. Besides that, there are some priorities in the development strategy of the Old City area such as infrastructure development, improving the quality of human resources, product promotion and sustainable tourism marketing, strengthening the management and institutional role, and also further developing the potential tourism attractions of this area.