This study was entitled Tourism Potential and Its Development Challenges in Jabi Tehnan Woreda. The main objective of this study is to assess the Tourism Potential and Its Development Challenges in Jabi Tehnan Woreda, Amhara region. The first objective this study is to explore the potential of tourism development in Jabi Tehnana Woreda. The second objective is to identify the challenges faced by tourism development in the study area. A descriptive survey research design is employed with both qualitative and quantitative research approaches to describe the existing situations. The data was collected from primary and secondary data. The primary quantitative data was collected from 132 respondents and an interview was held with eight key informants. Frequency, percentage, and mean were employed to analyze the quantitative data with the help of a statistical package for social science (SPSS) version 26The study reveals Jabi Tehanan Woreda has potential natural and cultural tourism resources, but the sector is undeveloped due to lack of awareness, budget allocation, promotion, infrastructure, accommodation, museums, and managerial professionals. A comprehensive approach is recommended, including improving infrastructure, creating awareness, promoting cultural heritage, implementing ecotourism initiatives, and practicing sustainable tourism.

Keywords: Tourism, Potential, Development, Challenges, Opportunities, and Jabi Thenan Woreda,