<![CDATA[Creative economy is one of the sub sector Which strategic in push growth economy, especially in areas that have potential destination tour creative such as West Sumatra. The presence of millennial entrepreneurs and women entrepreneurs is considered to have played a role in strengthening the creative economy sector through innovation, creativity, and the use of digital technology. This study aims to analyze the role of millennial entrepreneurs and women entrepreneurs in the strategy of strengthening the creative economy to increase economic competitiveness in the creative tourism destination areas of West Sumatra. The study was conducted in Padang City, Bukittinggi City, Sawahlunto City, Pesisir Selatan Regency, and Tanah Datar Regency. This study used qualitative and quantitative approaches. Data collection techniques through in-depth interviews, field observations, and document studies of creative economy actors. Informants were selected by purposive sampling based on their involvement in creative economy development using the snowball sampling technique. Data analysis was carried out through an interactive model including data reduction, data presentation, and conclusion drawing. Quantitatively, data analysis used descriptive statistical techniques that present, describe, and summarize data in the form of comparisons to a total of 100%. The results show that millennial entrepreneurs and women entrepreneurs play a significant role in strengthening the creative economy in the tourist destination areas of West Sumatra. Quantitative analysis demonstrates that digital orientation, product creativity, and business network empowerment positively influence creative economy strengthening strategies, thereby increasing regional economic competitiveness through 20 percent growth in added value, 55 percent increase in local employment, and 71 percent increase in tourist visits. Qualitative findings reveal that cross-community collaboration, innovation based on local wisdom, and the use of digital platforms are key to success.]]>
