Sota district has a very rich natural potential that can be developed as a source of the community's economy, to create a prosperous society, a strategy for developing economic potential is needed. Based on this, research with the aim of analyzing the strategy of developing economic potential in the Sota Border area was carried out. The type of research used is descriptive qualitative with interview and documentation data collection methods. Data analysis used is triangulation. The results of the study indicate that the strategies found in Sota district for the development of economic potential include; 1) optimizing and controlling the utilization of natural resources; 2) accelerating the development of economic infrastructure and improving the investment climate at land borders, spatial planning in land border areas, accelerating the development of facilities and infrastructure for the Sota State Cross Border Post (PLBN); and 3) increasing the strength of human resources through an empowerment process for the development of productive community business activities, development of cross-border trade and sub-regional economic and tourism cooperation with the aim of changing behavior and creating self-reliance. However, this strategy cannot be said to be optimal. Therefore, it can be recommended that the strategies for developing economic potential should be further optimized.