To optimize the tourism potential in Magetan Regency, the most appropriate strategy is required to manage it. The optimal effort in management can be seen in Original Local Government Revenue (PAD) from the Results of Separate Regional Wealth Management. It appears that the results of tourism management allocate the smallest contribution compared to other PAD components such as Regional Taxes, Regional Retributions, and Other Legitimate PAD. Moreover, the spread of COVID-19 in 2020 has affected economic activities. Hence, the strategy model for tourism potential management assisted by Regional-Owned Enterprises (BUMD) can be an alternative. This study aims to optimize the management of tourism potential with the regional-owned enterprises model in the Magetan Regency. The analysis used to form a strategy in optimizing the management is a SWOT analysis. Based on internal factors (strengths and weaknesses) and external factors (opportunities and threats) it can be determined that it is plausible and feasible to form a Regional-Owned Enterprise (BUMD) in the form of a public company for the tourism area of Magetan Regency.

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