The purpose of this study is to understand how to identify possibilities and difficulties in the fields of Desa Sumber Maron tourism and Gerabah crafts in Pagelaran Village in order to optimise business strategies. Strength, Weakness, Opportunity, and Threats (SWOT) analysis is the analytical framework we employ in this study. It is qualitative descriptive in nature and is based on primary data that we collected through observation. The distinctive qualities of Pagelaran Village's Gerabah Craft are its natural materials, handcrafted craftsmanship, and cultural history. Nevertheless, it has drawbacks such as a small market and expensive production. Possibilities include using e-commerce platforms and investigating the export market. Weather-related disruption and competition from imported goods are threats. Meanwhile, Waterfall Desa Sumber Maron, Malang is a well-known tourist destination with a wide range of attractions. Weaknesses include ignorance of tourism and environmental issues. Taking advantage of national events and evolving tourism patterns present opportunities. New, comparable attractions and their detrimental effects on culture are threats. Both present chances and difficulties that are needed for strategic planning for long-term sustainability.