Lake Kerinci tourism has a wide range of tourism potential. Supposedly with the number of tourismpotential could be a trigger for economic growth. But until now there has not been a significant contribution to original revenue of Kerinci regency as well as improving the economical socaity. It is necessary to study in depth on the potential attractions of the tourism, strategy development, and tourism development policy direction.This study aims to determine the potential tourism attraction, strategy development, and formulating development policy direction of Lake Kerinci. This type of research is Mixed Method that is conducted at Lake Kerinci regency and the Department of Youth, Sport, Culture and TourismKerinci. Determination of informants is conducted with purposive sampling. The data are collected through observation, interviews, documentation, and questionnaire. Data analysis techniques performed by qualitative analysis, analysis of potential tourism, development strategy analysis using SWOT analysis, and formulating policy direction priorities using AHP analysis.The result of research shows that Lake Kerinci tourism have different types of tourism potential, including seeing charming natural scenery, there is an art distinctive Kerinci’s culture performance, there is a historic heritage of Kerinci’s tribe, the existency of a wide variety of tourist activities to do such as water cycling, motor boats, fishing, swimming, camping alongside a lake, and education/research. In addition, tourists can enjoy a unique culinary Kerinci from the fishery, agriculture and plantations, as well as handicrafts from Kerinci community. The tourism potency is also supported by the accessibility and infrastructure that is adequate. Based on the development strategy of tourism, it is obtained that the priority direction of the development of Lake Kerinci tourism policy based on AHP analysis, namely: (1) improving the tourism attraction of natural and artificial, weight 0,746, (2) improving the quality of Human Resources (HR) and management with a weight 0.693, (3) cooperating with stakeholders and weighs 0.620, (4) doing a promotional tour with a weight 0.603, (5) completing supporting infrastructure with a weight of 0.563.
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