<![CDATA[This study analyzes the role of Micro, Small, and Medium Enterprises (MSMEs) in developing river-cruise tourism in Pulau Besing Village, Berau Regency, an ecotourism destination based on the conservation of the endemic proboscis monkey (Nasalis larvatus). A descriptive qualitative approach was used, with data collected through interviews, field observation, and documentation involving MSME actors, the Tourism Awareness Group (Pokdarwis), guides, community leaders, and policymakers, then analyzed using the Miles and Huberman interactive model with source triangulation. The findings show that MSMEs function as amenities and ancillary services complementing the main attraction, encompassing local culinary provision, endemic-wildlife-themed crafts and souvenirs, seven homestay units, and traditional boat (ketinting) rental and guiding services, confirmed through tariff data, product prices, facility availability, and stakeholder statements. This role is most optimal when products are integrated with the destination's conservation theme. Supporting factors include community-based governance and unique natural resources, while inhibiting factors include limited capital, low digital literacy, and weak product innovation. The recommended strategies are strengthening collaborative governance, digitalization mentoring, complementary product zoning, and conserving the authentic value of local products.]]>
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