Many countries in the world exploit cultural heritage to reduce poverty, transform the community and support local livelihood. This paper focuses on ecotourism transformation, namely, nature (Simbi as unique Crater Lake) and mythology associated with the lake depicting the curse of a village by a strange old woman in the name of Simbi. These two constellations have been used to preserve the site and need to be used in the planning, conservation and management of this unique heritage by the stakeholders. The study aimed at mapping the site, examining its cultural identity, assessing the values and potential of the site, identifying the challenges facing the site and developing appropriate strategies for ecotourism promotion. The study used ethnographic and phenomenological modes of data collection based on purposive sampling method. The data was qualitatively analyzed and yielded themes with respect to research objectives. The research documented the location, nature and mythology of the site as planning, conservation and branding tools, established the level of community participation in its planning, conservation and branding, identified its potential and challenges for ecotourism promotion, and proposed appropriate strategies for planning, management and conservation of Simbi Nyaima for upscaling ecotourism in the study area.