Implementation of SWOT Approach to Support Sustainable Marine Tourism Development in Pemuteran Village, Bali

This study investigates the potential and challenges of sustainable marine tourism development in Pemuteran Village, Buleleng Regency, an emerging ecotourism destination in Indonesia known for its marine conservation efforts. The main objective is to assess the region’s readiness and strategic direction using a SWOT (Strengths, Weaknesses, Opportunities, and Threats) analysis framework. A qualitative research method was applied, involving in-depth interviews with local stakeholders, field observations, and analysis of relevant documents. The findings indicate that Pemuteran’s major strengths lie in its rich underwater biodiversity and internationally recognized conservation programs, particularly the biorock reef restoration project. The village also benefits from a strong local culture and an actively engaged, tourism-conscious community. Despite these strengths, several weaknesses were identified, including inadequate waste management, insufficient infrastructure, and a high dependence on international tourists. Opportunities for growth include rising global interest in sustainable tourism and supportive government policies, while threats such as climate change, environmental degradation, and increasing competition from other marine destinations present ongoing challenges. Based on the SWOT analysis, the study proposes several strategic recommendations: expanding international digital marketing, diversifying tourism products, enhancing local human resource capacities, and implementing community-based tourism management. Additionally, fostering stronger collaboration among local communities, government entities, private sectors, and environmental organizations is seen as essential for long-term sustainability. To maintain Pemuteran’s competitive advantage, efforts must also focus on improving infrastructure, advancing waste management systems, and promoting environmentally responsible tourism practices. This research contributes both practical and theoretical insights into sustainable marine tourism development and serves as a reference for balancing ecological preservation with economic growth in similar coastal regions.