Abstract
The digital era has inspired new trends in the world of tourism, in which environmental and sustainability issues, the travel experience, and social media are barometers for the selection of tourist destinations. This research was conducted to determine the effectiveness of (1) tourism development, (2) strengthening conservation activities, and (3) the use of mass media in conservation-based tourism activities at Bangsring Underwater Beach in Banyuwangi Regency. This research was conducted with a qualitative approach and data were obtained from discussions and in-depth interviews. Secondary data such as literature about social media and tourism were used to support this research. The results showed that the development of Bangsring Underwater Beach tourism was able to accommodate changes in tourism trends.
 Keywords: conservation, social media, sustainability, tourism
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