Analisis Strategi Kebijakan Pengembangan MICE Untuk Meningkatkan Daya Saing Pariwisata Di Kabupaten Semarang

Semarang Regency has been declared by the Central Java Provincial Government as a pioneering MICE destination in 2019. This opportunity must be utilized by the Regional Government and all related stakeholders because MICE can provide multiple effects that drive the wheels of the economic industry, especially in tourist destination areas. This study aims to analyze the potential of MICE in Semarang Regency in terms of the 4 (four) aspects of MICE elements which consist of: (i). accessibility, (ii). attractiveness, (iii). amenity, (iv). human resources and stakeholder support, as well as reviewing MICE development policy strategies in order to increase tourism competitiveness in Semarang Regency. This study uses a qualitative approach and the research method used is phenomenological deductive. Data analysis was carried out descriptively which was sharpened using SWOT analysis so that a structured and comprehensive policy strategy study could be produced. Based on the research results, it can be seen that Semarang Regency has the potential to be developed into a tourism-based MICE destination. Through an examination of the four elements of MICE, a number of advantages can be identified which are the basis for developing MICE activities in Semarang Regency. What then becomes important is to build a collaborative strategy between all stakeholders involved in MICE which is supported by technical strategies in each element of MICE, and also the most important thing is to strengthen human resources and support systems that are mutually reinforcing and implemented on an ongoing basis.