OPTIMALISASI PROGRAM CITY BRANDING SEBAGAI UPAYA MEMPERKUAT IDENTITAS SEKTOR PARIWISATA BERDASARKAN PERATURAN DAERAH NOMOR 10 TAHUN 2019 DI KOTA CIMAHI

Abstract

This research aims to analyze the optimization of the City Branding program as an effort to strengthen the tourism identity of Cimahi City based on Regional Regulation Number 10 of 2019 concerning Tourism Development. Using Siringoringo’s (2005) optimization theory—comprising objectives of optimization, decision alternatives, and limiting resources—this study applies a qualitative descriptive approach with data collected through interviews, observation, and documentation. The research involved key informants from the Cimahi City Tourism Office, local creative economy actors, and tourism community representatives. The findings reveal that the optimization of city branding has been implemented through collaborative promotion, thematic tourism events, and revitalization of historical and cultural assets. However, the achievement of optimal results remains constrained by limited budget allocation, institutional fragmentation, and low intersectoral coordination. Decision-making processes have been participatory but often lack long-term strategic alignment. Therefore, strengthening coordination mechanisms, resource management, and innovation-based tourism promotion are essential for improving the city’s branding effectiveness and competitiveness.