Strategies to Improve Religious Tourism: A Case of Banjar Regency, South Kalimantan, Indonesia

Banjar Regency is rich in tourism and has excellent potential in the agricultural, fisheries, and forestry sectors. One of the highlights of Banjar district is religious tourism and pilgrimage. The purpose of this study is to explain strategies that must be carried out by the Banjar Regency Government of South Kalimantan to capture potential opportunities for religious tourism. Five aspects seen in tourism objects as carrying capacity include attractions, amenities, accessibility, ancillary services, and institutions. This study is a descriptive analysis research; it is illustrative and intended for careful measurement of specific social phenomena. The research data were obtained by distributing questionnaires, interviews, and direct observations at Sekumpul and Kelampayan religious tourism, which became the leading religious tourism in Banjar Regency, South Kalimantan. Data analysis using SWOT. The results show that the strategy for developing religious tourism in Banjar Regency is the S-O strategy, which is to use strength to take advantage of opportunities. The resulting system is in the form of increasing attractions or uniqueness in famous tourist objects in South Kalimantan and increasing promotional activities along the road to tourism objects by the government using existing social media.