Abstract: Based on the SWOT analysis model on the feasibility and potential of ecotourism project in Qiangtang National Nature Reserve of northern Tibet, the advantages and disadvantages on developing ecotourism are identified as following. The advantages are: primitive natural landscape of highland; be rich in natural resources at ease; unique scientific research; plain organism's habits Tibet biography culture. The disadvantages are：poor accessibility; low resource development; tourist facilities inadequate; fragile natural and cultural environment. But meanwhile, the chances and challenges are also analyzed，such as Tibet's tourism market opportunities are opening up; Western Development and national policy support; domestic and international travel continues to grow; traffic conditions improve; the conflict between ecotourism and ecological protection; regional tourism competitive landscape; increasingly fierce competition in the domestic market. Taking all these factors that the Qiangtang Nature Reserve in the development of ecotourism as a significant strengths and weaknesses, opportunities and challenges, and accordingly the basis of ecological protection in the appropriate development of high-end special tourism products, create special tourism brand, truss protected areas ecotourism "spot-axis" system development model, integrates resources, and take the road of joint development, protection Qiangtang continued effective development of the region.