With an area of 1,815 square kilometers and slightly over 85,800 inhabitants, Požega Slavonia County is among the smallest counties in the Republic of Croatia. It is a county that breaks the usual concept of flat Slavonia, since here in a relatively small area, beside the plains with fertile meadows, there are mountains and ups, whose bases, however, overlook the well-known vineyards, while the higher parts are mostly under the woods. The County of Požega-Slavonia consists of two spatially separated units - the Požega valley and the Pakrac-Lipican region. Every part of the Požega-Slavonia County has its personality gained in a certain historical period. Therefore, with a rich history and culture, the Požega-Slavonia region certainly deserves more attention and stories about it. The main objectives of this paper were to identify the basic issues, sustainability and future perspectives of the rural tourism development of Požega-Slavonia County, while the specific objectives of the research were: to determine the factors of attractiveness of the rural area, to determine the importance of certain affirmative factors in business, to determine the motives of rural tourism, promotional activities favored by the economy. The paper explores the basic issues, sustainability and future perspectives of rural development. Researching and analyzing the internal and external factors of rural subjects in tourism will provide basic guidance on activating and surviving this service activity. The economic and social benefits of branding the destination are great because it keeps and promotes its own identity and tradition, and thus improves the quality of life. Unsustainable nature, rich history, tradition and culture are the main foundations for the future brand of Požega-Slavonia County.