<![CDATA[General Background: Tourism is a key sector in regional economic development, with beach destinations in Padang contributing significantly to local income. Specific Background: Nirwana Beach, despite its natural beauty and strategic location, lags behind competitors like Air Manis and Carocok due to limited promotion, service quality, and facility development. Knowledge Gap: Previous studies on coastal tourism marketing in Indonesia rarely focus on local destinations using the 7P marketing mix framework. Aims: This study aims to analyze the implementation of the 7P marketing mix (product, price, place, promotion, people, process, physical evidence) to enhance the competitiveness of Nirwana Beach. Results: The study reveals strengths in product and pricing but identifies significant weaknesses in digital promotion, service process, human resources, and physical facilities. Novelty: Methodologically, this research applies thematic analysis with NVivo software, which is rare in coastal tourism studies, and contributes to the adaptation of service quality and destination competitiveness frameworks in local contexts. Implications: Practical recommendations include enhancing digital marketing, improving human resources through training, and integrating services digitally. Theoretically, the study broadens the application of marketing mix theories to small-scale beach destinations, supporting policy and managerial decisions in sustainable tourism development.Highlight : Analysis of the 7P strategy shows that the elements of promotion, human resources, and service processes are still the main weak points of Nirwana Beach. The destination's main strengths lie in its natural beauty and competitive pricing, but the lack of product diversification limits its appeal. Strategy recommendations emphasize the importance of digitizing promotions, HR training, and developing physical facilities to improve competitiveness. Keywords : Marketing Mix, Nirwana Beach, Tourism Strategy, Destination Competitiveness, 7P Model]]>
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