Strategy of Facility Development in The Tourist Attraction of Ujuang Batu Padang Beach

. This research aims to determine the strategy of facility development in the tourist attraction of Ujuang Batu Padang beach using SWOT analysis. This research is a descriptive study with qualitative data, the type of data used is primary data and secondary data. Data collection techniques are carried out using interview, observation and documentation methods. The informants in this study were determined by using purposive sampling, as well as informants who became speakers in this study namely the management and chairman (RT), the people around tourist attractions and tourists in the tourist attraction of Ujuang Batu Beach. Then this research uses interactive model data analysis techniques namely data reduction, data presentation, and conclusion retrieval. Based on the results of this research the strategy of developing a beach tourism attraction facility ujuang batu Is 1) Cooperation with every business person in the tourist attraction in improving cleanliness. 2) Optimize available parking spaces. 3) Make an offer to everyone in opening a food and beverage business in the tourist attraction. 4) Utilizing land that is still large in equipping facilities that are not yet available. 5) Cooperate with the government, private parties and local communities in improving and equipping facilities in tourist attractions.