The purpose of this article is to find out the potential of villages that can be developed for rural tourism. The descriptive qualitative method is used, with data collection techniques in the form of observation and focused discussion. The results of this article show that Embung Setumpeng Village has creative economic activities in the form of processing agricultural products into local products as an agrarian-based rural tourism area located in the agricultural sector. The superior agricultural potential in Embung Setumpeng Village is in the form of organic rice farming, which has been certified organic by the LSO since 2011 and PSAT certification since 2017. This certification is the leading potential of the Village and added value to rice commodities. Another supporting factor in Embung Setumpeng Village is the local wisdom of the community, reflected in traditions such as the 2021 National Farmers’ Day celebration, wiwitan (pre-harvest rituals), traditional harvesting methods, the use of communal farmer squares, and sedekah bumi (earth alms ceremonies). These practices serve as strategic entry points for integrating tourism with community-based agricultural activities, promoting sustainability while generating mutually beneficial impacts for both locals and visitors.