The development of tourism sector today demands that every provider of tourism objects continue to develop their business, including the management of Ancol Beach, which is one of the famous tourist spots in DKI Jakarta. The design of the right business model is needed by tourism management in the management of tourism objects effectively and efficiently. The aim of this study are (1) determine the business strategy of Ancol Beach tourism suitable to be run by management; (2) Knowing and analyze the current business model of ancol beach, and design a new beach tourism business model. This type of research is qualitative-descriptive with the case study method. The research was analyzed using SWOT analysis and business model canvas approaches. The results of this study showed the need for the management of Ancol Beach to make changes in the value of visitors in the form of recreation places comfortable, safe, easy and efficient. The creation of this new value has influenced every element of the canvas model business, namely (1) the need for the addition of major resources; (2) Change of main activity in Ancol Beach attraction; (3) The addition of cooperation partners; (4) The need to improve relations with visitors/tourists; (5) The addition of sales channels and communications with visitors; (6) The addition of income and flow of expenditure to Ancol beach tourism place. But the customer segment of Ancol Beach Tourism object does not need to change.

Keywords : Beach Tourism Objects, Business Model Canvas.