Abstract
This research was motivated by the suboptimal utilization of agricultural potential as a primary tourism attraction in Kembang Kuning Tourism Village. The study aims to analyze the development strategy for an agriculture-based tourism village and examine its role in supporting sustainable tourism. A qualitative approach was employed, with data collected through observation, interviews, and documentation involving the regional head (who is also a member of the Tourism Awareness Group/Pokdarwis), the village secretary, and local farmers. Data analysis involved data reduction, data presentation, and conclusion drawing, alongside a SWOT analysis to formulate development strategies. The results indicate that Kembang Kuning Tourism Village has developed its agricultural potential through offerings such as Rice Field Tours, coffee processing experiences, cooking classes, and coconut oil production, all supported by active community participation. However, farming activities have not yet been organized into structured tourism packages, nor are there clear cooperation mechanisms with the farmers. The formulated strategies include developing farming-based tourism packages, strengthening partnerships with farmers, optimizing promotion, developing local products, and enhancing community capacity. These strategies support the realization of sustainable tourism by increasing economic benefits, strengthening community participation, and promoting environmental conservation. It is recommended that the management of Kembang Kuning Tourism Village develop farming activities into more structured tourism packages, strengthen collaboration with farmers, and enhance community skills and promotional efforts, thereby transforming agricultural potential into a tourism attraction that generates economic benefits for the community and supports the village's tourism aspirations.