The development of ecotourism, as a modern approach to natural resource management, can play a significant role in achieving sustainable rural development. However, the lack of strategic planning and inadequate identification of regional capacities and limitations have hindered the optimal utilization of these potentials in many areas. The present study was conducted with the aim of strategically analyzing sustainable ecotourism development in the rural areas of the Qaleh-Chay watershed in Ajabshir County. In terms of purpose, this research is applied, and in terms of methodology, it is descriptive–analytical in nature. Required data were collected through documentary studies, field observations, and questionnaires completed by experts in tourism and regional planning. To analyze the existing conditions, the SWOT model was employed to identify strengths, weaknesses, opportunities, and threats, while the QSPM matrix was used to prioritize the proposed strategies. The results of the SWOT analysis indicated that the region is positioned within an aggressive (SO) strategic framework and possesses considerable potential in terms of diverse natural and historical attractions, pristine landscapes, and a favorable geographical location. Based on the findings of the QSPM matrix, the strategy of attracting investment in sustainable tourism ranked as the top priority. This was followed by the preparation of a comprehensive tourism development plan and the creation of integrated tourism routes as the most preferred strategic options. Furthermore, the findings suggest that adopting a strategic planning approach can provide the foundation for enhancing socio-economic functions and environmental conservation in the rural settlements of the region. Overall, the development of ecotourism within a systematic and prioritized framework can serve as an effective instrument for achieving sustainable rural development.