this study aims to measure the willingness to pay of the visitors for any objects in the tourism place in Tirtamaya Beach and to perceive factors which affect the willingness to pay. This study uses primary data with number of respondents 270 as random sampling. Willingness to Pay can be estimated by using the Contingent Valuation Method (CVM) approach. Based on the analysis, the average value of willingness to pay per person is IDR 10,000 which is obtained by dichotomous choice. Factors that significantly influence the amount of Willingness to Pay for responses of the visitor are income and recreation budget that have a positive and significantly influence. Age and distance, has negative and significantly influence. While the level of education, visitor satisfaction and visiting hours insignificantly have no significant influence on Willingness to Pay.