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Ngliyep Beach tourism one of the southern coast of Malang tourism. But in its development, a wide range of issues related to coastal regions. The purpose of this research is to formulate the development strategy of coastal tourism in the tourist area of Malang Ngliyep Beach. This research method using a descriptive qualitative interviews and semi structured with random sampling techniques, processing of data triangulation, and documentation by using SWOT analysis Based on the SWOT analysis used in this study, it can be seen how the look of the beach Ngliyep by knowing the kekuaatan, weaknesses, opportunities, and threats