This work analyzes the rural tourism in the region of Imotski. The work aimed to identify the major problems and obstacles, supply’s potential, and recommend stimulating measures for the development of rural tourism of the region of Imotski. In the order to achieve the set objectives, with a description of the basic offer and the main resources of the region of Imotski, were conducted two studies that included interviews with the representatives of municipalities, representatives of the town of Imotski, representatives of tourist community or agencies, as well as the survey with the participation of the farms’ owners who are dealing with rural tourism. Additional source of income, a love for the countryside and agriculture, as well as revitalization of the village are underlined as the main motives for dealing with the rural tourism. Kindness, hospitality, quality products and services are considered to be the main factors in the success of rural tourism, while the lack of financial support from the state and from local government, poor promotion and bureaucracy are considering as the main obstacle in the development of rural tourism, which, according to the respondents, should have a large role in the development of the region of Imotski. In most cases, local governments made a plan for development of rural tourismwhich encouraged in accordance with the possibilities.A great opportunity for development of rural tourism is seen in the use of EU funds. Connecting all relevant factors involved in rural tourism, their joint promotion and investment in education of professionals are some of the recommendations for the successful development of rural tourism in Imotski.