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The objective of this research is to identify the tourism potential development of Pasir Padi Beach and offer a program of development focusing on improving the tourism attraction based on the tourists- judgment. The method used for this research is mix method, qualitative analysis using IPA (Importance Performance Analysis) to identify the conditions of the research variables as well as every indicator supported by gap analysis and descriptive quantitative analysis in order to elucidate the strength and weakness by means of SPSS analysis tool version 22. In regards to the number of respondents, 60 tourists are selected through non-probability sampling and Convenience Sampling. The result shows that there are one variable included in the main priority to be improved, and seven indicators included in the main priority to be improved and developed. Thus, the research proves that the attraction variable and sea water quality indicator, transportation availability, shower and clean water facility, quantity and quality of the toilet, rubbish bin availability, cleanliness quality, and environment awareness are the main prioritized indicators and variables to be improved and developed