Abstract
Micro, Small, and Medium Enterprises (MSMEs) in tourist areas play a vital role as drivers of the local economy, but they often face challenges such as limited operational capacity and low competitiveness. These issues are also faced by 28 MSMEs in the Semarang Zoo Tourism Area, including a lack of systematic financial record-keeping in accordance with the SAK EMKM standards, the absence of halal certification for food and beverage products, and product presentation and packaging designs that remain very basic. This community service initiative aims to strengthen the business capacity of partner MSMEs by integrating financial literacy, halal certification, and visual merchandising. The activity was held at the Semarang Zoo Tourism Area in Semarang City, involving 28 MSME operators as partners. The implementation method used a participatory approach, with stages including situation analysis, program planning, implementation (outreach, training, and mentoring), and monitoring and evaluation, using pre-tests, post-tests, and assessments of practical outcomes. The results of the program showed a significant improvement in participants’ understanding and skills in managing business finances, understanding the halal certification registration process, and designing more attractive visual displays and kiosk packaging. This integrated program has proven effective in enhancing business management professionalism, product competitiveness, and supporting a more organized tourism ecosystem in the Semarang Zoo.