The objective of this study is to evaluate the strengths, weaknesses, opportunities, and threats in tourism development in the city of Khon Kaen, Thailand. We performed in-depth interviews with 21 key participants, and we conducted a focus group by inviting eight participants to discuss the potential strengths and weaknesses in tourism development in Khon Kaen. We then performed a SWOT analysis and content analysis to analyze the data. As a result, we determined that problems and threats that affect tourism development in Khon Kaen require attention because tourism could generate a large amount of income. Because Khon Kaen has many opportunities and strengths that should attract tourists, local government agencies should position notice signs concerning conservation at tourism attractions and promote awareness of recycling among residents. Agencies need to provide education on the value of recycling and encourage reusing recyclable materials. In addition, this research will aid the local government in understanding how to develop a province-wide strategic plan and provide guidance to policymakers on the strengths, weaknesses, opportunities, and threats of tourism in cities that are similar Khon Kaen.