Abstract

This study aims to estimate the tourism development strategy in Mlese Village, a village that has not been widely explored in the tourism context, as well as identifying and utilizing the potential of Mlese Village as a tourist destination and formulating a sustainable tourism development strategy. The research used a qualitative descriptive method by analyzing the condition of tourism in the village through a SWOT approach, considering internal and external factors. Data were collected through observation, interviews, and literature study. The results showed that Mlese Village is rich in tourism potential that includes elements of cultural arts, agricultural and social educational tourism. For its development, the proposed strategy includes preserving and optimizing local potential as tourist attractions, with strategies that focus on improving attractions, accessibility, and amenities; human resource and community development; and marketing strategies involving branding, advertising, and selling. The suggestions conveyed in this research are support from the local government regarding promotions for the development of Mlese Village.