OPPORTUNITIES AND CHALLENGES OF GREEN PRACTICES IN THE MANAGEMENT OF BEACH TOURISM

Abstract

This study discusses the implementation of green practices in the management of Pantai Biru, a beach tourism destination in Makassar City. Pantai Biru is the only beach in the area managed independently by a local tourism awareness group without external support. Cleanliness and sanitation remain major challenges, especially with the increasing volume of waste generated by tourist activities. This research aims to identify both the opportunities and challenges in applying green practices and to formulate optimal strategies for supporting sustainable coastal tourism. The study employs a descriptive qualitative method, using data collection techniques such as observation, interviews, documentation, and literature review. The findings reveal that there are significant opportunities to develop green practices at Pantai Biru, such as growing environmental awareness among the local community, economic potential from local products, and the use of technology to promote eco-friendly tourism. However, several challenges must also be addressed, including limited understanding of sustainable tourism among local communities and small business actors, inadequate waste management facilities, and a lack of funding for green infrastructure. The research proposes several strategic recommendations, including increasing environmental education, improving waste management efficiency, adopting renewable energy sources, enhancing collaboration between stakeholders, and promoting eco-friendly tourism destinations. It is expected that the findings of this study can serve as a reference for developing community-based policies and practices for sustainable tourism, particularly in urban coastal settings