<![CDATA[This study aims to analyze how competitiveness development strategies for a nature-based tourism business are shaped by internal conditions, the competitive environment, and the manager's ability to exploit market opportunities at Lejja Natural Tourism Object, Marioriawa District, Soppeng Regency. Utilizing a descriptive qualitative approach, data were collected through observation, interviews with seven informants (the regional company's managers and visitors), and documentation from the regional company (Perusda), then analyzed using IFAS, EFAS, and SWOT matrices. The findings indicate that Lejja's advantage rests on natural hot water at 60°C located in a well-preserved protected forest, while its weaknesses lie in promotion that still relies on word of mouth, limited development funds, and inadequate basic facilities, namely the absence of cold water in toilets and changing rooms and a leaking pool. Internal scores (strengths 1.604; weaknesses 1.585) and external scores (opportunities 1.797; threats 1.424) place Lejja in Quadrant I at coordinates (0.009; 0.186), indicating that an aggressive strategy built on strengths and opportunities is feasible. However, the narrow gap between strengths and weaknesses means that this strategy must be accompanied by repairs to basic facilities. This study concludes that strengthening the competitiveness of nature-based destinations requires a phased strategy: fixing facilities that visitors complain about, building managed digital promotion and cross-agency collaboration, and planning the area together with local businesses.]]>
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