The necessity to preserve architectural heritage of historical and cultural value is getting more necessary for maintaining place identity. Place identity indicates place uniqueness that is the attractiveness of heritage tourism. This research seeks to identify the preservation strategies in Maimoon Palace Heritage District, Medan City based on place identity. It contributes a better planning for Medan City in improving the quality of life. By employing mixed-methods, the result demonstrates that preservation should include both tangible and intangible elements. The elements of historic buildings, historical stories, nostalgia, and availability of additional element must be well-maintained to support the place iden © 2016 The Authors. Published for AMER ABRA by e-International Publishing House, Ltd., UK.. This is an open access article under the CC BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/). Peer–review under responsibility of AMER (Association of Malaysian Environment-Behaviour Researchers), ABRA (Association of Behavioural Researchers on Asians) and cE-Bs (Centre for Environment-Behaviour Studies), Faculty of Architecture, Planning & Surveying, Universiti Teknologi MARA, Malaysia. DOI: http://dx.doi.org/10.21834/aje-bs.v1i1.145 Keywords: Preservation; place identity; Maimoon Palace heritage district; Medan City.