CULTURAL TOURISM IN PALEMBANG: MANAGING MULTICULTURAL HERITAGE ALONG THE BANKS OF THE MUSI RIVER FROM THE PERSPECTIVE OF PUBLIC POLICY AND COMMUNITY EMPOWERMENT

Abstract

This article examines the potential for developing cultural tourism in Palembang City through the perspectives of public policy and local community empowerment. The study was conducted using a literature review method, analyzing various scientific journals published between 2021 and 2025. The results indicate that Palembang possesses a rich cultural diversity, ranging from historical relics and colonial architecture to Malay maritime culture and the acculturation of Chinese culture. However, the management of this potential still faces several obstacles, such as suboptimal inter-institutional coordination, limited use of digital technology for promotion, and low community participation in tourism destination development. The community-based cultural tourism (CBT) approach demonstrates that sustainable cultural tourism development requires synergy between cultural heritage preservation, strengthening the capacity of MSMEs, and utilizing information technology to enhance the tourist experience. Therefore, this article offers several policy recommendations, including strengthening the role of local government, developing culture-based tourism villages, and optimizing digital media as strategies to increase the competitiveness of Palembang's cultural tourism.