<![CDATA[AbstractTourism plays a key role in Malaysia’s economy by generating income, creating jobs, and supporting infrastructure. One of the fastestgrowing segments is ecotourism, which focuses on sustainability, nature conservation, and community empowerment. A good example is Tanjung Piai National Park, known for its rich mangrove ecosystem and strategic location as the southernmost point of mainland Asia. This site has been recognized internationally as a Ramsar wetland, showing its ecological importance. Despite its potential, ecotourism in Tanjung Piai faces challenges such as poor infrastructure, limited digital promotion, and lack of strategic planning. To address this, the study uses the Internal Factor Evaluation (IFE) and External Factor Evaluation (EFE) matrices to assess strengths, weaknesses, opportunities, and threats. This strategic approach helps identify what needs to be improved and how to use the park’s strengths to overcome barriers. This research aims to develop a welltargeted and sustainable tourism strategy for Tanjung Piai National Park. By combining environmental knowledge with business strategy tools, the study offers a new way to enhance the area’s competitiveness while protecting its ecosystem. The goal is to help the park become a leading ecotourism destination that balances economic benefits with longterm environmental sustainability.Keywords: Ecotourism, IFE and Efe Matrix, Mangrove Tourism, Tanjung Piai National Park]]>
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