This paper analyzes the state of rural tourism in the Imotski region and especially the development of agritourism. After analyzing the natural and cultural potential of Imotski Krajina, the main purpose of the paper was to propose the main goals and measures for the future development of rural tourism, which would increase the offer and the number of visits throughout the year. The research was conducted by collecting primary and secondary data. Imotski region has certain advantages as a result of natural potentials and new global trends in tourism. The main advantages are manifested in the excellently preserved environment and the proximity of the main focal tourist places (near the Makarska Riviera and the shrine of Medjugorje). Good transport connections have also greatly contributed to the development of tourism. The biggest problems are in the still weak branding on the global tourist market and the still insufficient diversity of the tourist offer. A good example of new trends in agritourism is the Matković economy included in the research, which is constantly increasing its offer, creating a unique and diverse experience for tourists. The research showed that Imotski Krajina has excellent predispositions for the development of rural tourism and that through good cooperation of local government, tourist community and farm owners in the coming years could successfully form a strong tourist offer that will contribute to a constant increase in tourist arrivals in Imotski Krajina.