<![CDATA[Tourism has become a valuable sector as it is able to increase the economy through job creation and local culture promotion via local tourism. Malang City has a great potential in its tourism sector. One of its innovations is oldie tourism, that is traveling around the city in classic cars, VW Safari. PT Malang VW Tour offers and provides unique and authentic tourism experience. The objective of this research is to identify the effective business strategy for increasing tourist’s intention to use the services provided by PT Malang VW Tour. In order to meet the objective, this study conducts analyses on SWOT, IFE, EFE, and IE matrices. Here both primary and secondary data, which were harvested from observations, interviews, and questionnaires, were used and analyzed descriptively. This study finds that the recommended strategies, based on the SWOT analysis results, are developing the tourism packages through strategic partnership and fleet expansion to improve services and innovations. The implementation of this strategy will help PT Malang VW Tour become more effective in the competition and attain sustainable growth.]]>
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