Tourism industry development in new normal era (A case study in Melasti Beach)

This research analyzes the development of the tourism industry in new normal era, especially in Melasti beach. The research methods used in this study were interviews, observation, and literature reviews. SWOT analysis conducted the strength, weaknesses, opportunity and threat of Melasti beach in tourism industry development. The research proved Tourism industry development in Melasti Beach, Ungasan Village, Bali, at new normal era, includes: The management of Melasti Beach is designing a cooperation with travel agents for cultural tourism events. The management of Melasti Beach is collaborating with educational institutions to conduct a study on standard operating procedures that can be applied regarding health protocols. The implementation of health protocols and environmental cleanliness programs are being carried out at Melasti Beach. The SWOT analysis for tourism development at Melasti Beach in Ungasan Village, Bali: Strengths: natural beauty, location, diverse activities, hospitality, brand recognition. Weaknesses: limited infrastructure, environmental impact, limited accommodation options, limited budget for development, competition with other popular tourist destinations in Bali. Opportunities: increasing tourism demand in Bali, development of new accommodation and infrastructure, diversification of tourism activities, collaboration with local businesses and communities, expansion of marketing efforts. Threats: overtourism, environmental impact, negative impact on local culture, infrastructure limitations, security concerns.