The aims of this research were to investigate the potential of tourism products and factors related to tourism in Ubon Ratchathani province, and conditions, mechanisms, and limitations of the involved organizations: government sectors, private sectors, local people and communities in developing, managing, and promoting tourism and the creating employment opportunities in the province. The results would lead to the suggestions in terms of policy and strategy for the government sectors in order to implement appropriate plans for the locals. This research employed both quantitative and qualitative methods. The analysis technique was Diamond Model. The results indicated that the tourism products which received the most satisfaction in terms of tourism potential in Ubon Ratchathani was MICE industry, followed by religious tourism and cultural tourism. The most satisfactory tourism activity was religious tourism, followed by special activities and cultural tourism. In addition, the most outstanding factor of tourism in this province was tour business, followed by souvenirs and transportations. In terms of price, it was found that the tourism products which generated the most income for the province was event tourism, followed by cultural tourism and MICE industry. The tourism products which had the most potential in terms of value was ecotourism and adventures, followed by cultural tourism, and religious tourism. In terms of conditions, mechanism and limitations, government sectors, private sectors, scholars, non government organizations, labors and local communities experienced problems in tourism product management, tourist service, employment and job satisfaction. Policies and strategies recommendations for the government sectors were policies and strategies on factors of condition, related and supported industries, demands, supplies, strategies, structures and competitions, opportunities, and government. The results of the research would lead to the use of tourism as a tool to reduce the rate of labor migrations and develop tourism in Ubon Ratchathani.