Abstract—This research was conducted based on the low level of tourist arrivals, both domestic and foreign, to the Rembang district. Even though the tourism sector is one of the mainstay sectors of this regency to increase its regional income, this study uses a qualitative descriptive method, using the strategic concept of Rangkuti as a reference. The study results show that the Tourism Office of the Rembang district makes promotion the primary strategy for developing its cultural tourism potential. Failure is caused by the upgrade not being implemented optimally. Both from the use of media and other promotional facilities. This study concluded that the failure stemmed from not implementing various tourism development standards that should have been carried out (infrastructure development, promotion and strengthening of human resources, and involvement of the private sector).

Keywords—cultural tourism, infrastructure, promotion, strategy

Cite: Mia Amelia, Augustina A. Rumanti, and Yudha Prambudia, "The Strategy of the Rembang Tourism Department in Developing the Potential of Cultural Tourism," Journal of Advanced Management Science, Vol. 11, No. 3, pp. 112-116, 2023. 

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