North Sumatra has the potential of tourism from the physical aspect (natural beauty) and non-physical (history, customs and regional specialities). The purpose of this study is to analyze and evaluate the components of product and tourism promotion which has a significant effect on the decreasing of tourists in Lake Toba Area and designing the necessary policy and strategy to be implemented to overcome the decreasing tourist in Lake Toba Region. This study is quantitative research, where the research area covers seven tourist districts in North Sumatra by using 150 tourists as samples. The research finds that tourism products do not have an effect on the interest of visiting directly but it affects the tourist image. Promotions affect visitor interest both directly and indirectly through destination images. In the meantime, the regency needs improvements to the tourist attractions of the North Tapanuli Regency