Urban Tourism: A Strategy for Tourism Development in Parepare City

This study explores the potential and challenges of tourism development in Parepare City, Indonesia, with the goal of elevating its status as an urban tourism destination. The research addresses critical issues such as underdeveloped infrastructure, limited public awareness, and insufficient community engagement, which impede the city's tourism growth. Utilizing a mixed-methods approach, the study combines qualitative interviews. The findings underscore Parepare's strengths, including its capable tourism workforce, diverse and attractive tourism activities, and vibrant cultural events like the Festival Salo Karajae. However, it also identifies significant challenges, including the need for improved infrastructure, increased public awareness, and stronger environmental conservation efforts. Based on SWOT analysis, strategic recommendations are proposed, focusing on enhancing tourism management, promoting unique attractions, improving infrastructure, and fostering community involvement. These initiatives aim to position Parepare as a competitive MICE (Meetings, Incentives, Conferences, and Exhibitions) destination and a thriving urban tourism hub.