<![CDATA[The Jatiluwih tourist destination in Tabanan, Bali, has achieved global achievements with the beauty of its terraced rice fields and natural sustainability. Despite experiencing an increase in tourist visits post-COVID-19 pandemic, Jatiluwih is still faced with a number of challenges. This research uses SWOT analysis (Strengths, Weaknesses, Opportunities, Threats) to uncover internal and external factors that influence Jatiluwih's Tourist Attractions (DTW). Using a qualitative approach, this research found that Jatiluwih has strengths such as stunning natural beauty, strong environmental conservation, rich cultural diversity, promising agrotourism potential, and improved supporting infrastructure. However, there are also weaknesses, such as limited access, declining infrastructure, and tourism management that needs to be improved. To optimize Jatiluwih's potential, the recommended steps include exploiting opportunities such as infrastructure development, increasing agro-tourism, close partnerships with local communities, and diversifying tourism products. Meanwhile, decisive action needs to be taken to deal with threats that include environmental damage, competition with other destinations, intense rainy seasons and the risk of natural disasters. This can be achieved by focusing on environmental conservation, implementing sustainable tourism management, and providing a variety of attractive tourism experiences.]]>
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