MICE Model: Artificial Tourism Potential

Pangkalpinang City located in Bangka Belitung Islands Province, Indonesia which has a unique charm in the form of the physical uniqueness of the natural environment of the countryside and the natural wealth of tourist charm. Social life its people are packed naturally and attractively so that the attractiveness of the city can encourage the entry of national and foreign tourists. In developing tourism in Pangkalpinang City, some problems obstruct the implementation of tourism development and the optimal empowerment for communitybased tourism managers. This study aims to identify the right strategy for tourism development in Pangkalpinang City. The method used in this research is qualitative analysis in strategy identification. The results show that the most appropriate strategy to be applied is to use an artificial tourism potential strategy approach in the form of MICE (Meetings, Incentives, Conferences, and Exhibitions) where the strategy can lead to a "snowball effect" on the potential of natural tourism around the city of Pangkalpinang. The regional government needs to overcome the marketing variables except for place dimension that causes a distraction for artificial tourism potential in the