The Trans-Sumatra Toll Road (Jalan Tol Trans Sumatera [JTTS]) is a national strategic infrastructure project spanning approximately 2,800 km and designed to enhance connectivity and promote economic growth across Sumatra. However, investment prioritization among its 25 segments remains inconsistent because of subjective judgments, policy and regulatory changes, and the absence of a structured multicriteria evaluation framework. This study developed a decision-making model for prioritizing toll road investments by integrating Strengths, Weaknesses, Opportunities, and Threats (SWOT)–Threats, Opportunities, Weaknesses, and Strengths (TOWS) analysis with the Analytic Hierarchy Process (AHP) to address identified limitations in existing prioritization practices. A mixed-methods approach combining qualitative SWOT–TOWS analysis and quantitative AHP was employed, involving 34 expert respondents representing toll road stakeholders. An initial set of 75 indicators was screened using a grand mean threshold of 3.70, and the selected indicators were subsequently synthesized into 10 evaluation criteria for pairwise comparison and consistency assessment. Transportation Network Integration and Connectivity emerged as the highest-weighted criterion (0.166), followed by Technical and Geometric Conditions (0.147) and Economic Impact and Regional Distribution (0.116). The consistency ratio (CR) of 0.04 indicated an acceptable level of consistency in the pairwise comparison judgments. The integrated SWOT–TOWS–AHP framework provides a structured, transparent, and replicable decision-support approach for strengthening infrastructure investment governance and aligning toll road investment priorities with national development objectives.