The Role of MSMEs in Increasing Visits in Cisoka Blue Lake, Tangerang Regency, Banten Province, Indonesia

Cisoka Blue Lake, located in Tangerang Regency, is an attractive tourist destination. One factor contributing to increasing tourist attraction is the role of Micro, Small and Medium Enterprises (MSMEs). This research aims to explore the role of MSMEs in increasing tourist visits to Cisoka Blue Lake and the challenges faced by MSME actors in the tourism sector. A qualitative approach with descriptive methods was used in this research, which included in-depth interviews, direct observation and documentation. The research results show that local products such as souvenirs, traditional food, and handicrafts significantly improve the tourist experience and introduce local culture. Interaction between MSMEs and tourists also enjoy the tourism experience, creating mutually beneficial social relationships. However, several challenges, such as limited promotion and inadequate infrastructure, still hamper the development of MSMEs. Therefore, this research suggests increasing training for MSME players, improving infrastructure, and closer collaboration between tourism managers and MSMEs to increase tourist attraction and visits. Improving the quality and promotion of local products will positively impact the local economy and the welfare of the tourism sector.