<p><strong>ABSTRACT </strong></p><p>This research focuses on developing Sustainable Tourism in the Heritage Site area of Jambi Province to improve community welfare. Sustainable Tourism is a tourism approach that seeks to maintain economic, social, and environmental sustainability. This research uses mixed methods, combining qualitative analysis with QDA Miner software and quantitative analysis with SmartPLS. The research found that community synergy and socio-cultural aspects significantly impact Sustainable Tourism. The results of this research imply that a holistic approach integrates cultural, natural, and tourism ecosystem values in achieving sustainable goals. Sustainable Tourism cannot yet imitate urban landscape improvement, integrating natural values, community synergy, and cultural preservation with community welfare. In other words, the application of the urban landscape concept, the integration of natural and socio-cultural values, must be improved to achieve sustainable tourism goals, which can increase tourism's attractiveness and thus grow local communities' economy. This research contributes to formulating sustainable tourism models and strategies that can be implemented in Jambi Province, focusing on efforts to preserve Culture and the environment and improve community welfare through sustainable tourism.<strong></strong></p>