<![CDATA[Managing overtourism has become an increasingly important challenge for emerging marine tourism destinations, where rapid tourism growth places growing pressure on infrastructure, environmental quality, accommodation services, and visitor experiences. The Bira Coast Marine Tourism Area, one of the leading marine tourism destinations South Sulawesi,Indonesia, recorded 564,000 domestic visitors and 2,860 international visitors in 2024, representing the latest official tourism statistics available during the study period. Despite growing scholarly attention to overtourism, limited empirical research has examined how increasing tourism pressure simultaneously affects tourist experiences and accommodation management in emerging marine tourism destinations. This study investigates these relationships through a qualitative case study conducted between January and March 2025 using in-depth interviews with 25 participants, field observations, and document analysis. Data were analysed using thematic analysis integrated with Customer Journey Mapping (CJM), Root Cause Analysis (RCA), SWOT Analysis, and interpreted through the Tourism Carrying Capacity (TCC) framework to examine visitor experiences, identify underlying causes, evaluate strategic conditions, and assess destination capacity limitations. The findings indicate emerging overtourism pressures characterised by increasing tourism demand and growing pressure on destination management capacity. Rather than confirming overtourism quantitatively, the study identifies early managerial, environmental, and operational symptoms that reduce visitor satisfaction during peak periods. This study proposes an integrated analytical approach that links tourist experiences, accommodation management, and destination sustainability, offering practical guidance for carrying-capacity-based tourism management in emerging marine tourism destinations.]]>
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