EMPOWERING KARO CULTURAL TOURISM THROUGH "TEMBUT-TEMBUT MASK" AS AN EFFORT TO IMPROVE THE EXISTENCE OF CULTURAL HERITAGE

Tembut-Tembut Masks are part of the cultural heritage of the Karo people in North Sumatra, holding deep historical and spiritual significance. However, their existence is increasingly threatened by modernization and the declining interest of younger generations in this cultural heritage. This study aims to explore strategies for empowering Karo cultural tourism through Tembut-Tembut Masks, with a focus on preserving their cultural and spiritual values. A qualitative approach using literature review methodology was employed to collect and analyze data. The findings indicate that empowering Karo cultural tourism through Tembut-Tembut Masks can be achieved through the integration of community-based tourism, the Penta Helix model, and digital innovation. These strategies not only enhance the existence of the Tembut-Tembut Masks but also have the potential to support local economic development and strengthen Karo cultural identity. Keywords: Tembut-Tembut Masks, cultural heritage, cultural tourism, community empowerment, Karo, cultural preservation