<![CDATA[Tourism is a business activity that provides goods and/or services to meet the needs of tourists and organize travel-related activities. A travel agency is a commercial business that arranges and offers travel services for individuals or groups, with tourism as the main objective. This study aims to: (1) examine the development of the tourism industry within the travel business in Lubuk Pakam District, Deli Serdang Regency; (2) identify the challenges and obstacles faced in its development; and (3) explore the efforts made by the Department of Youth, Sports, Culture, and Tourism of Deli Serdang Regency in supporting the growth of the tourism sector. This research employs a descriptive method with a qualitative approach and was conducted at the Department of Youth, Sports, Culture, and Tourism of Deli Serdang Regency. The results show that: (1) the travel business in the region has experienced notable growth; (2) various challenges remain, such as limited knowledge, insufficient capital, lack of service quality, underdeveloped human resources, and inadequate promotion; and (3) efforts to address these issues include collaborations between foreign investors and local travel business owners, particularly new or small-scale operators in Lubuk Pakam. The study suggests that the government and related stakeholders should enhance knowledge, funding, human resources, service quality, and promotional efforts, and facilitate training programs for travel business owners, especially beginners in the Lubuk Pakam District.]]>
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