Tourism, by generating demand for goods and services, can create economic opportunities for local businesses and influence the economic behavior of local merchants. This study aims to examine the economic opportunities arising from tourism and their impact on the economic behavior of merchants in Fuman County. Using a qualitative approach, data were collected through interviews and analyzed using thematic analysis. The findings show that tourism has contributed to the growth of local businesses, changes in employment and livelihood patterns, job creation, expansion of service activities, and increased marketing of local products. At the same time, several economic challenges were identified, including seasonal fluctuations in income, rising land prices, inadequate institutional support, and infrastructure deficiencies. The results indicate that tourism has a significant role in creating economic opportunities for local merchants and strengthening their economic activities. However, the development of tourism may also produce social, cultural, and environmental consequences that require careful management. Therefore, sustainable use of tourism potential in Fuman requires strengthening support for local businesses, improving infrastructure, diversifying economic activities, and adopting effective and integrated tourism planning.