The Tanjung Pandan Museum and Zoo on Belitung Island, Indonesia, has a rich history and collection, encompassing the cultural and historical heritage of the area as well as Indonesia's biodiversity. This researchaims to identify the profile and development strategies of these two tourist attractions. The research methods
involve interviews with relevant sources, SWOT analysis, IFAS, EFAS, and SWOT matrix. The results show that the Tanjung Pandan Museum and Zoo have strengths in their interesting collections, collaboration with local SMEs, and the use of social media. However, there are weaknesses in the lack of animal collections and infrequent rearrangement of the collection layout. Opportunities exist in collaborating with travel agents and developing infrastructure, while threats come from public perception and competition with other destinations. Based on the IFAS and EFAS analysis, the Tanjung Pandan Museum and Zoo can adopt an aggressive strategy by enhancing the animal collections, developing educational programs, collaborating with travel agents, utilizing social media, and improving infrastructure. The hope is that the Tanjung Pandan Museum and Zoo can increase their attractiveness as a unique and educational tourist destination and significantly boost the number of visitors.
Keywords: SWOT Analysis, Development, Strategy, SMEs, The Tanjung Pandan Museum and Zoo

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