Nature tourism packages for MICE development: a comparative study of Bukit Lawang and Sibolangit, Indonesia

Abstract

Purpose: to analyze and compare the characteristics of nature-based tourism packages in Bukit Lawang and Sibolangit, North Sumatra, in supporting meetings, incentives, conferences, and exhibitions (MICE) activities in Medan.

Method: this study uses a qualitative descriptive-comparative method. Data were collected through document analysis of tourism packages from online platforms and related literature, and analyzed using content analysis based on key indicators, including attraction, accessibility, amenities, itinerary structure, and MICE suitability.

Findings: Bukit Lawang offers strong nature-based attractions and immersive ecotourism experiences, but is less suitable for MICE due to longer duration, lower flexibility, and limited accessibility. In contrast, Sibolangit is more suitable for MICE activities because of its proximity to Medan, shorter tour duration, and greater flexibility, though it offers a more limited selection of attractions and limited package development.

Implications: integrating Bukit Lawang and Sibolangit into a bundled tourism package could enhance the development of MICE-supporting tourism in North Sumatra. Such integration has the potential to improve visitor experience, extend the length of stay, and increase economic benefits for local communities.

Originality: lies in its comparative analysis of Bukit Lawang and Sibolangit as integrated nature-based tourism destinations for supporting MICE activities in Medan.