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Labuan Haji Beach is located in Labuan Haji Village, Labuan Haji Sub district, East Lombok Regency. This research aims to identify the tourism potential of Labuan Haji Beach to be developed, the role of government and society, as well as strategies taken in the development of Labuan Haji Beach as a tourist attraction so interesting to be visited by tourists. Labuan Haji Beach is still managed by the community and the village government. The research methodology used is questionnaires,interviews,observation anddocumentation.The type of research used is qualitative research. The analytical tecnique used in this research is SWOT analysis. The role of the government in the development of Labuan Haji Beach is not so obvious because there are has regulation from governing to development of this beach. However, the role of society is very visible jeals in the development since the opening of Labuan Haji Beach as a tourist attraction. For that needed a strategy in its development such as cooperation with the government, tourism training, as well as optimal promotion.