<![CDATA[This research analyzes the development strategy of the Bukit Cinta natural tourism destination as a leading attraction in Palangka Raya City. A descriptive qualitative approach is employed, with data collected through observation, interviews, and documentation. The analysis utilizes the 4A tourism concept (attraction, accessibility, amenities, and ancillary services) and SWOT analysis to identify internal and external factors influencing development. The findings indicate that the current development strategy remains basic and lacks systematic planning, particularly in terms of facility improvement, attraction innovation, and destination branding. Nevertheless, Bukit Cinta demonstrates strong potential due to its natural appeal, accessibility, and the growing demand for nature-based tourism. Strengthening strategic planning through improved facilities, diversified attractions, and optimized digital branding is essential to support sustainable tourism development.]]>
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