Saudi Journal of Economics and Finance Abbreviated Key Title: Saudi J Econ Fin ISSN 2523-9414 (Print) |ISSN 2523-6563 (Online) Scholars Middle East Publishers, Dubai, United Arab Emirates Journal homepage: http://saudijournals.com Original Research Article Takisung Beach Tourism Development Strategy in Takisung District, Tanah Laut Regency Anggraini Fajriyah*, Asmu I, Mahyuni, Andi Tenri Sompa, M Anshar Nur Development Administration Master Study, Posgraduate Program, Lambung Mangkurat University, Pangeran Brigjen H. Hasan Basri Street, District North Banjarmasin, Banjarmasin City, South Kalimantan 70123, Indonesia DOI: 10.36348/sjef.2021.v05i07.003 | Received: 06.06.2021 | Accepted: 09.07.2021 | Published: 14.07.2021 *Corresponding author: Anggraini Fajriyah Abstract The tourism object with the greatest potential to be developed in Tanah Laut Regency is the Takisung Beach which is located in Takisung District. This tourist attraction is one of the largest contributors to regional revenue in the tourism sector. The development of Takisung tourism also advances the community's economy. Therefore there is a need for a tourism development strategy on Takisung Beach so that the application of city branding by developing the tourism sector. It is considered as the fastest to affect regional economy because it involves the community directly, and tourism has the potential to develop economic opportunities through tourism industry by involving the community. The research method used a qualitative research approach and descriptive type. Researchers conducted structured interviews with informants in Tanah Laut Regency Government (Tourism Office), Takisung Beach UPT (Technical Implementation Unit) and parties from tourism awareness groups called POKDARWIS, using data analysis, namely SWOT analysis. The results showed that Tanah Laut Regency Tourism Office had tried their best in developing the existing potential. The strategy carried out by Tanah Laut Regency Tourism Office includes several steps, namely preservation, coaching and development, which are said already run well. To support its existence, several facilities have been provided by Regional Government and the private sector which are classified into several aspects, namely the aspects of attractions that are differentiated based on the criteria of what can be seen (something to see), what can be done (something to do), and what can be purchased (something to buy); accessibility / transportation aspects; facilitation aspects consisting of hotels and inns, restaurants, souvenir shops / stalls, clean water and sanitation infrastructure, solid waste, electricity networks, telecommunications facilities and infrastructure, gazebos / shelters and other supporting facilities; as well as information and promotion aspects. Keywords: Development Strategy, Tourism, Takisung Beach, SWOT Analysis. Copyright © 2021 The Author(s): This is an open-access article distributed under the terms of the Creative Commons Attribution 4.0 International License (CC BY-NC 4.0) which permits unrestricted use, distribution, and reproduction in any medium for non-commercial use provided the original author and source are credited. 1. INTRODUCTION national economy development. Local governments in Indonesia has natural and human resources as implementing development aimed at improving well as cultural resources which are quite large as the people's welfare must try to explore, increase and basic capital of tourism growth and development. This maximize the potential that exists in the area that can be basic capital, if managed, planned and directed developed. properly, will have a major role in supporting the achievement of national goals, namely: increasing the South Kalimantan is one of the tourist welfare and prosperity of the society, expanding and destinations in Indonesia. Although South Kalimantan equalizing business opportunities, employment is not included in the top ten priority tourist destinations opportunities, encouraging regional development, yet, but the region potential is quite large compared to introducing and utilizing tourist objects and attractions, other provinces in Indonesia. Tanah Laut Regency is also fostering love for the country and strengthening the second largest district in South Kalimantan based on friendship between nations. its geographical location. It has the potential for diverse natural resources and cultural heritage. The cultural The development of tourism sector in potential of Tanah Laut Regency has personal and Indonesia is currently showing a significant role of exotic values that differentiate it from other regions in South Kalimantan. In addition, Tanah Laut Regency has Citation: Anggraini Fajriyah et al (2021). Takisung Beach Tourism Development Strategy in Takisung District, Tanah 268 Laut Regency. Saudi J Econ Fin, 5(7): 268-276. Anggraini Fajriyah et al., Saudi J Econ Fin, July, 2021; 5(7): 268-276 potential in the tourism sector with natural tourism which aims to introduce Tanah Laut Regency tourism potential and attractive ecotourism. both inside and outside the region. This logo brand expected becomes a logo or icon for marketing These potentials and opportunities also strategies as tourism identity of Tanah Laut Regency. encourage the Regional Government of Tanah Laut Regency to carry out promotions by developing tourism Tanah Laut Regency has seven tourist sector which aims to improve the local economy. Tanah attractions that are managed by the Regional Laut Regency regent, H Sukamta, stated that the Government through the Tourism Office, including the application of city branding by developing tourism Takisung Beach tourist spot which is the “belle” of sector is considered to have the fastest impact on tourism in Tanah Laut Regency, then Batakan Beach, regional economy because it involves the community Bajuin Waterfall, Batu Lima Beach, Swarangan Beach, directly, and tourism has the potential to develop Mount Kayangan, and Mina Tirta City Park which has economic opportunities through tourism industry by Water Bike / Water Balloon tours. These seven tourist involving the community (retrieved from official attractions are a significant source of Regional Original website of Tanah Laut Regency, 2019). The Income in revenue at the Tourism Office. But, if development plan places the tourism sector as the main examined in detail, the seven tourism spots can still be development component. In Long-Term Development improved both from marketing and from their Plan (RPJP) year 2005-2025 and in accordance with management. The tourism object with the greatest Regional Regulation No. 13/2010, Tanah Laut Regency potential to be developed is the Takisung Beach tourist has targeted to become “The Most Advanced attraction in Takisung District because this tourist Argopolitan and Tourism District in South Kalimantan attraction is one of the largest contributors to regional in 2027”. revenue in the tourism sector. It also has a tourist attraction manager under the local government of Tanah Tanah Laut Regency has held the Launching Laut Regency. of Tourism Branding Logo "Fantastic Tanah Laut" Table-1.1: Number of Tourist Visitors and Income on Tourism Objects in Tanah Laut Year 2017-2020 No Indicator Year Target Realization Number of visitors 250.000 people 232.655 people 1 2017 Number of tourism sector revenue Rp.460.050.000 Rp.460.638.250 Number of visitors 275.000 people 340.362 people 2 2018 Number of tourism sector revenue Rp.480.072.500 Rp.370.683.500 Number of visitors 280.000 people 346,366 people 3 2019 Number of tourism sector revenue Rp.521.372.600 Rp.633.093.600 Number of visitors 285.000 people 330.241 people 4 2020 Number of tourism sector revenue Rp.800.000.000 Rp.1.273.569.500 From the report above, there are several things should be involved in providing tourist transportation as duties for Tanah Laut Regency Tourism Office, services and culinary service providers. Besides including the inadequate facilities and infrastructure utilizing existing potentials such as in making souvenirs available in tourist objects, there is no guarantee of from umang-umang shells or other marine products, the security for tourist visitors and there are obstacles in community is also empowered in managing marine access to public or private transportation to reach tourist products such as fish to be processed into various objects. In addition, information about tourist objects in processed foods such as salted fish, shredded fish and Tanah Laut Regency is not fully accessible yet from others which are also typical souvenirs from Takisung. various sources and the quality of service is not optimal However, after the researcher made initial observations for visitors to tourist attractions. It is seen from reviews at the research location, there were several problems of tourist visitors who have visited seven tourist that occurred at Takisung Beach, namely: attractions in Tanah Laut Regency (Tourism Office 1) Takisung Beach, which has been around for a long Report). 2020 year). time in Tanah Laut Regency, is not fully managed due to the sluggishness of visitors who prefer the Tourism development in Tanah Laut Regency, other new beaches. especially the Takisung beach, opens up new jobs for 2) Poor waste management. the community. Many people can be involved directly 3) The accessibility of the roads around the beach is or indirectly in tourism activities, especially as narrow, making it prone to congestion on holidays. providers of tourism services. This has become a 4) Until