Abstract
Talking about the challenges of running a business in this competitive era is a fact. Likewise, running a tourism-supporting MSME business in Indonesia has challenges and opportunities. This study aims to obtain scientific evidence and discuss it to answer the challenges and opportunities MSME drivers face when adopting digital-based marketing in their business in the tourism sector. Through a study of many literature sources that we obtained electronically, several publications, both books, and scientific articles, we finally got the results of this research. As for the analysis process, we use techniques such as coding, analyzing and evaluating the data thoroughly, and extracting conclusions that can answer this problem with high validity. Based on the study's results and data discussion, we can say that MSME managers still face challenges in adopting digital applications in their tourism sector business. The main challenge is handling technology and promotional efforts with the ability to master foreign languages ??and competitive marketing strategies. Meanwhile, the opportunity is that with the application of this technology, MSME actors can get innovative, creative, and profitable services so that the Indonesian tourism industry can be more easily developed.
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