This research explores the potential of utilizing Buton Palace Fortress on Buton Island to host marathon events, promoting sustainable tourism by integrating sports activities for cultural heritage preservation while supporting local government initiatives to propose the fortress as a UNESCO cultural heritage site. This study employs a mixed-methods approach that combines quantitative and qualitative methodologies, including questionnaires, interviews, and field observations. The research findings position Buton Palace Fortress within quadrant C1 of the market appeal-robusticity matrix, revealing its possession of robust assets while underlining its lack of adequate market appeal due to limited promotion. The research highlights the imperative for enhanced cooperation between regional and local authorities to promote and manage the fortress effectively. Given its exceptional aesthetic, historical, educational, and structural attributes, the fortress is an ideal venue for marathons, poised to magnetize participants from across the globe and infuse significant economic vitality into Buton Island. However, the triumph of these events pivots on broad community engagement. Local communities wield a pivotal role in upholding order, security, and environmental preservation during such gatherings. Effective collaboration proves essential for orchestrating accommodations, executing promotional activities, and guaranteeing the event’s holistic success.