TULUNGAGUNG – Business leaders in Tulungagung say Popoh Beach is losing its appeal as a leading tourism destination amid growing competition from newer beaches along the Southern Cross Route, known locally as Jalur Lintas Selatan (JLS).
Entrepreneurs also highlighted limited access, unclear legal status, and changing coastal conditions as major obstacles for tourism investment in the area.
Fajar Sulihtiawan, chairman of Division 1 of the Indonesian Young Entrepreneurs Association (HIPMI) Tulungagung, said the expansion of the JLS route has opened access to many new beaches in southern Tulungagung. As a result, tourist visits to Popoh Beach have gradually declined.
“Now many new beaches are accessible because the JLS route continues to expand. That has become one reason why Popoh has started losing visitors,” Fajar said.
According to him, investors still see tourism potential in Tulungagung. However, business groups want clearer information regarding land legality, regulations, and infrastructure before making investment decisions.
“Entrepreneurs want clarity about the legal status of Popoh Beach. Road access also remains difficult, and that becomes an important consideration,” he explained.
Fajar said Popoh Beach no longer offers the same tourism appeal it once had several years ago. He pointed to the narrow coastline and changing coastal conditions as factors that reduce its attractiveness for large-scale beach tourism.
Instead, he believes the area now shows stronger potential for the fisheries sector rather than mass tourism activities.
“The potential may not be as strong as before. Today, the area appears more suitable for fisheries and fish production. The beach coastline is also relatively narrow,” he said.
HIPMI Tulungagung has urged regional government agencies responsible for tourism to provide easier access to information for investors and business owners. The organization believes clear regulations and simpler licensing procedures could help attract fresh investment into the tourism sector.
“There are government agencies responsible for tourism areas. They should make access to legal information and investment processes easier for entrepreneurs,” Fajar added.
Local lawmakers previously called on the Tulungagung administration to revitalize Popoh Beach and involve private companies in its management. Officials hope professional management and infrastructure improvements can restore the beach’s competitiveness as a tourism destination.
Despite concerns over declining popularity, business groups still consider Tulungagung a region with significant tourism opportunities because of its coastal landscape and growing transportation access across southern East Java.