Being a coastal district in Ben Tre province, Thanh Phu occupies natural assets to develop rural tourism with sand dunes and mangrove forests, a network of rivers, channels, seashores, and a plentiful source of seafood. However, tourism sector in the district is not likely to develop respect with its potential as not many tourist companies consider Thanh Phu an interesting tourism destination toward their customers. Whist, understanding factors of local capacity to attract tourists is meaningful and important for provincial authorities to implement appropriate solutions in developing tourism activities in the district. Applying the five-factor model suggested by Hu and Ritchie (1993) with 205 interviewed tourists who had visited Thanh Phu, this research analyzes the factors that influence the possibility to attract visitors in Thanh Phu district, Ben Tre province to identify destination attractiveness of its tourism attributes. Research findings help to figure out suggestions and policy implications for the development of tourist attractions in the district.