Agro-tourism is a means of increasing added value, opening jobs, expanding markets for agricultural products, and supporting efforts to increase income and farmers' welfare. Characteristics of agro-tourism is a resources-based industry, the direction of its development strategy must be based on a potential resource area approach while still based on the concept of comparative advantage. Plantation agro-tourism development should refer to a superior commodity approach. Production diversification has not yet developed and its by-products have not been utilized. This study aims to formulate a cocoa commodity agro-tourism development strategy. The research object was cocoa farmers in Melaya District, Jembrana Regency using the SWOT analysis method. The results showed that the cocoa commodity agro-tourism development strategy was in quadrant I or a strategy made using all strengths to take advantage of opportunities, namely aggressive strategies. Aggressive strategy based on internal strength factors and opportunity factors which are external factors with alternative strategies: increasing farmers' independence through coaching and counseling, developing partnerships in agro-tourism activities to add value-added production of cocoa commodities.