Strategi Pengembangan Objek Wisata Air Terjun Sengo pada Lembang Paku, Kecamatan Masanda, Kabupaten Tana Toraja

This study examines the development strategy of the Sengo Waterfall tourist attraction in Lembang Paku,
Masanda District, Tana Toraja Regency. With its stunning natural beauty and rich cultural potential, Sengo
Waterfall holds great promise as a leading tourist destination. However, its development is hindered by
limited accessibility, inadequate facilities, and ineffective promotion. Using a qualitative approach and SWOT
analysis, this study identifies strengths such as natural appeal and active community involvement, as well as
weaknesses, including insufficient infrastructure and lack of marketing. Opportunities lie in the development
of eco-friendly infrastructure and digital marketing, while threats include competition and environmental
impact. Recommended strategies include improving facilities, promoting through social media, and
providing training for local communities. It is expected that these strategies will support sustainable tourism
development, bringing economic benefits to the community while preserving the local environment and
cultural heritage.

Keywords: Sengo Waterfall, tourism development, strategy, SWOT analysis, Tana Toraja