Indonesia’s natural potential is very diverse, one of which is the natural tourism potential of the provinces in Indonesia. Sumatra, especially North Sumatra, is currently developing its natural potential, namely the Simarjarunjung Nature Tourism Area. This area is a magnet for tourists, because the hill is one of the ideal locations to see the landscape of Lake Toba. This study is aimed to analyze the total economic value with the travel method (Travel Cost Method) and the factors that influence tourists’ visits to the Simarjarunjung Natural Tourism Area. The method used to estimate the economic potential of tourism activities in the Simarjarunjung Nature Tourism Area is the individual travel cost method, while to determine the factors that affect the intensity of tourist visits to the Simarjarunjung Nature Tourism Area, it is determined by multiple linear regression analysis. The research data were obtained by asking questions on the questionnaire to the visitors. The results showed that the economic potential of the Simarjarunjung Nature Tourism Area reached IDR. 6,207,894,000/year, and the variables that had a significant effect on the intensity of tourists’ visits to the Simarjarunjung Nature Tourism Area were travel costs, age, and distance variables.