Tell el-Amarna is one of the most important archaeological sites in EL Minya governorate. That's due to its historical and archaeological uniqueness. It consists of many different temples, palaces, tombs and residential regions. This research aims to shed light on the archaeological and touristic importance of this site and evaluate its presented product, through using SWOT analysis. Questionnaires were distributed to a random sample of both foreigners and local visitors. Personal interviews were conducted with representatives of governmental organizations concerned with tourism and travel agents, in order to study strengths, weaknesses, threats and opportunities of this site, and evaluate the touristic situation to work on developing strengths and opportunities, and overcome weaknesses and threats.