Kuta Mandalika beach was chosen as the object of research because it has a very good tourism potential. Even so, the number of tourist visits is still relatively low compared to other attractions. Then, This study aims to determine the factors that influence an increase in tourist visits to Kuta Mandalika Beach in Central Lombok Regency. This research is a quantitative research. Research data using primary data types. The number of samples in this study were 130 respondents. Data collection techniques using a questionnaire / questionnaire distributed to 130 respondents. The validity and reliability test is used as an instrument feasibility test and the prequisitie test consists of normality, multicollinearity and heteroscedasticity. Data analysis using multiple linear regression analysis techniques with the help of SPSS 16 software. The results of the study showed that partially service and infrastructure variables affect positive and signicant the increase in tourist visits. While social media variables do not affect positive the increase in tourist visits. Furthermore, if the three variables are tested simultaneously, then the service, infrastructure and social media variables affect the increase in tourist visits. For the coefficient of determination (r Square) test of service, infrastructure and social media variables can affect the increase in tourist visits by 39.8%, while the rest, ie 61.2%, was apparently influenced by other variables originating from outside the study.