The purposes of this research are to identify the tourism potential and discuss the development concept of floating market tourism in Lok Baintan, South Kalimantan. Field survey was conducted at Lok Baintan floating market and its surrounding area through direct observation, documentation and mapping sites location. The acquisition of coordinates position of potential tourism attraction spots was done by direct measurement on the field using GPS/Global Positioning System. Secondary data was obtained from relevant resources and agencies. This research found some potential tourism object on Lok Baintan floating market, ranging from natural to cultural objects. Rivers is an important ecosystem to facilitate the sustainability of floating market and the futures sustainable tourism development in Lok Baintan floating market. The conservation of natural resources in Lok Baintan and its surrounding area become the crucial programs to implement, with the objectives are ensuring sustainability and existence of indigenous system, biodiversity and mitigating conflict between local people and tourism industry in Lok Baintan floating market. Keywords: tourism, floating market tourism, rivers conservation, economic development