<![CDATA[Rapid post-pandemic visitor growth has intensified the management challenges faced by urban heritage destinations, particularly in balancing conservation, educational functions, and visitor experience. This study evaluates heritage tourism management at Istana Maimun, Medan, by examining its management quality, educational value, and memorable tourism experience. A qualitative descriptive-evaluative design was employed using direct observation, documentation, and semi-structured interviews with 13 purposively selected informants comprising destination managers, a tour guide, and local and out-of-city visitors. Data were analysed using the interactive model of Miles, Huberman, and Saldaña through data condensation, data display, and conclusion drawing and verification. The findings indicate that Istana Maimun operates through a multi-actor management arrangement with relatively functional governance, human resources, and institutional coordination, although physical carrying capacity remains a major constraint during peak visitation. Educational value is delivered primarily through architectural authenticity and adaptive oral interpretation, whereas QR codes, augmented reality, and virtual-tour features remain underutilised because of limited visitor orientation, accessibility issues, and outdated content. Analysis across the seven dimensions of memorable tourism experience shows stronger performance in hedonism, local culture, knowledge, and meaningfulness, while involvement remains comparatively weak because visitor activities are predominantly observational. The study proposes an integrated evaluative perspective suggesting that management conditions shape both educational delivery and memorable visitor experiences. The findings highlight the importance of combining carrying-capacity management, adaptive heritage interpretation, and participatory visitor programming in the management of rapidly growing urban heritage destinations.]]>
