Disporapar Kuningan menyatakan bahwa tagline “Kuningan Beu” masih berlaku sesuai SK Bupati Januari 2024, meski memang tengah dikaji beberapa opsi baru seperti “Kuningan Moyan” atau “Kuningan Binangkit”.
Antara Citra, Strategi, dan Konsistensi
Wacana perubahan tagline ini menjadi refleksi tentang bagaimana branding daerah tidak boleh diperlakukan sebagai alat politik. Branding harus menjawab kebutuhan strategis jangka panjang: menarik wisatawan, memperkuat identitas lokal, dan mendukung pembangunan ekonomi.
Bupati Dian sendiri menutup perdebatan dengan gaya khasnya:
“Aya mah, satu… MELESAT.”
Satu kata yang mungkin bermakna lebih dari sekadar jawaban, bahwa yang dibutuhkan Kuningan bukanlah akrobat kata-kata, tapi lompatan konkret menuju masa depan
Arahkan Energi pada Konten, Bukan Kata
Tagline atau slogan daerah bukan sekadar permainan kata. Ia adalah simbol arah pembangunan, cerminan jati diri masyarakat, dan alat komunikasi kepada wisatawan serta investor. Namun sayangnya, di Kuningan, tagline tampaknya kerap diperlakukan seperti baju harian: gonta-ganti tergantung siapa pemimpinnya.
Apakah setiap Bupati harus membawa “warisan kata” sendiri demi eksistensi politik? Jika demikian, tak heran jika branding kita tak pernah kuat di benak publik. Yang tertinggal hanya jejak retorika yang mudah dilupakan.
Pariwisata bukan soal slogan. Ia tentang pengalaman, layanan, infrastruktur, dan cerita lokal. Jika waktu dan energi dihabiskan hanya untuk debat tagline, maka kita sedang menjual bungkus tanpa isi.
Alih-alih mengutak-atik istilah, lebih baik Pemkab dan stakeholder pariwisata duduk bersama menyusun roadmap pariwisata 10 tahun ke depan. Di mana posisi branding di dalamnya? Apa targetnya? Apa indikatornya? Apa kebijakan pendukungnya?
Jika semua itu dijawab dengan serius, maka mau pakai kata “Beu”, “Ageh”, “Moyan”, atau bahkan “Sadis”, publik akan mendukung—asal ada substansinya.
Mari akhiri tradisi branding musiman dan mulai bangun identitas jangka panjang. Karena yang dibutuhkan Kuningan bukan kata-kata baru, tapi keseriusan dalam mewujudkan maknanya.
Jika Anda warga Kuningan atau pelaku industri kreatif lokal, apa menurut Anda slogan yang paling mewakili semangat, keunikan, dan arah pembangunan daerah ini? Mari beri suara Anda, sebelum branding kita diganti (lagi) hanya karena politik musiman. (Bengpri)
#Opini (Hanya Rangkuman Berita)
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