Mangrove Ecotourism Potential: Innovative Strategy for Environmental Sustainibility and Halal Certification MSME Product to Support Food Security

Abstract Mangrove ecotourism has great potential in supporting environmental sustainability and food security, especially through the role of MSMEs in processing halal-certified marine products. This study aims to identify and formulate innovative strategies that can maximize the potential of mangrove ecotourism in Lontar Village, Tirtayasa District, Serang Regency, Banten Province. This study uses SWOT analysis and Food Expenditure Share (PPP). The results of the IFE analysis (score 3.38) indicate dominant internal strengths, while the EFE analysis (score 3.32) shows that external opportunities are more dominant than threats. This score implies that the development of mangrove ecotourism that supports environmental sustainability, as well as halal certification of mangrovebased msme products, are in Quadrant III. This quadrant represents a combination of opportunity and weakness aspects, providing entrepreneurs with large market prospects despite internal weaknesses. Strategies that can be recommended are improving infrastructure by applying technology to improve ecotourism infrastructure, improving facilities, enhancing visitor experiences, and raising awareness about the necessity of halal certification in mangrove processing through socialization and campaign efforts.