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Medan, June 3, 2025 — Innovation and collaboration were the highlights of SICAS 2025 (Seminar, Innovation, Collaboration, and Action for Sumatera), an event organized by students of the D-III Travel and Tourism Program, Faculty of Vocational Education, Universitas Sumatera Utara. Held at the Faculty of Vocational Education Hall, the event opened with remarks from Committee Chair Joel Andesta Tarigan and course lecturer Arwina Sufika, SE., M.Si.
The Vice Dean III of the Faculty of Vocational Education, Drs. Gustanto, M. Hum, also attended the event and expressed his appreciation for the students’ enthusiasm in planning and executing the event independently.
“I truly appreciate the spirit of the students who learn theory and take the initiative to organize this event themselves. I also thank the guiding competition participants for making today’s event more vibrant,” he remarked.
In the presentation session, Mahliza Lawna Sembiring discussed Tourism Marketing, focusing on the strategies used by PT. Al-Falah Tour & Travel. Based on case studies and field observations, she concluded that word-of-mouth marketing was the most effective, thanks to consistent service quality and high customer satisfaction that encourages voluntary recommendations.
Following her, Azzahra Putri Handini presented on Tour Planning and Management, analyzing the implementation of the POAC approach (Planning, Organizing, Actuating, Controlling) in Al-Falah Tour & Travel’s operational practices, also based on field observations and studies.
The event also marked the signing of a partnership between the D-III Travel and Tourism Study Program and PT. Al-Falah Tour & Travel, represented by Dra. Khairawati, M.A., Ph.D., is the company’s operational manager. During a sharing session, she spoke about her experiences building a travel agency focused on religious tourism.
After the lunch break and prayers, the event continued with a Guiding Competition. Ten participants delivered presentations on tourism destinations such as Tomok, Gundaling, and Maimun Palace, simulating the professionalism of real tour guides. The participants demonstrated strong destination knowledge, communication skills, and on-the-spot improvisation.
The event concluded with live music, door prizes, and the announcement of competition winners. The enthusiasm of the participants, committee, and speakers proved that collaboration between academia and industry can create meaningful and impactful educational experiences.
From marketing strategies to travel management, SICAS 2025 served as a platform for students to perform, learn, and connect directly with the professional tourism sector.