<![CDATA[Sri Mersing Beach is a beach located in Serdang Bedagai Regency, North Sumatra, which has a tourist destination with great potential because of its natural beauty, white sand, and local wisdom that is still preserved. This study aims to identify supporting factors in the development of the Sri Mersing beach tourism area through a qualitative approach, with data collection methods in the form of literature studies, observations, interviews and documentation. The results of this study indicate that the development of Sri Mersing Beach is influenced by five main aspects, namely attractions, accessibility, facilities (amenities), institutions (ancillary), and hospitality. The presence of appropriate infrastructure, biodiversity, and active participation of local communities will provide important capital for the development of sustainable tourism. However, several challenges such as improving the quality of road access and optimizing agency management must continue to be addressed. This recommends joint and sustainable management to maintain a balance between environmental protection and local economic growth.]]>
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