Main Article Content
Abstract
This study examined how cultural diversity and local wisdom shape sustainable and green tourism in Medan, Indonesia. Medan is known as one of the most multicultural cities in the country, home to Batak, Malay, Javanese, Indian Tamil, Minangkabau, and Chinese communities. Each group brings its own traditions, values, and views on nature, adding to the city’s cultural richness and environmental awareness. The research uses a qualitative descriptive approach, drawing on data from social media content, tourism documents, and online campaigns that promote Medan’s cultural attractions. Through thematic analysis, the study finds that cultural diversity supports three key aspects of sustainability: social inclusion, cultural preservation, and care for the environment. Local values such as gotong royong (mutual cooperation), dalihan na tolu, and respect for nature reflect principles that are closely related to green tourism. The findings suggest that tourism development in Medan can become more inclusive, community oriented, and environmentally conscious when it embraces cultural pluralism and traditional knowledge as essential parts of its strategy.
Keywords: Cultural diversity, local wisdom, sustainable tourism, green tourism.