We are the witnesses of growing destruction and neglect of the environment due to urbanization, industry, traffic but also because of mass tourism. However, people are becoming aware of the importance of environmental protection and they are increasingly turning to rural tourism as a form of tourism based on principles of sustainable development. The importance of rural tourism, above all, is reflected in preservation of nature, tradition, habitats and identity of rural population, but also in stimulating the rural economy that enables the local population to have an opportunity to engage in entrepreneurship, to make additional income, employment opportunities and reduce emigration, all without consequences for the environment. Solid foundation for the successful development of rural tourism in Croatia will be realized through the implementation of education and information of the population, good promotion, support system and good cooperation between all the participants – from authority at all levels (national and local), entrepreneurs, family farms and associations that take care of the environment and cultural heritage preservation.