<![CDATA[Date palm (Phoenix dactylifera L.) agrotourism has the potential to serve as a form of agricultural tourism diversification because it combines crop production, education, cultural value, and opportunities for the development of value-added products. This study aims to formulate a strategic direction for the development of date palm agrotourism in the Sulabam Area, Sumbawa Regency. The study employed a sequential mixed-methods descriptive design; qualitative data were collected through observation, semi-structured interviews, and documentation, after which 15 respondents were purposively selected for the weighting and evaluation of strategic factors. Analysis was conducted using the IFAS, EFAS, SWOT positioning matrix, and SWOT strategy matrix. The results showed a strength score of 1.39 and a weakness score of 2.17, while the opportunity score was 2.18 and the threat score was 0.89. The coordinates X = -0.78 and Y = 1.29 place Sulabam in the WO quadrant. Priority strategies include strengthening digital promotion, enhancing management and service capacity, providing basic visitor facilities, and strengthening institutional collaboration. These findings indicate that leveraging external opportunities to improve internal readiness is a crucial step toward developing a competitive and adaptive date agrotourism sector that provides economic benefits to the local community.]]>
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