Nowadays, tourists are avoiding destinations of mass tourism, whose consequences have a negative impact on the natural and cultural enviroment, instead they are looking for destinations with preserved environment and tradition. "New tourists" are well educated, want to experience life of the local community and authenticity and because of that there is a chance for rural areas in Republic of Croatia, that can satisfy the needs of these tourists. A responsible relationship of the local community towards nature and cultural tradition is the foundation of sustainable development of rural tourism. The purpose of this research is to examine the opinions of the local community about the development of rural tourism in the Ivanec area in Varaždin county. In research were used interview method.. The results of this research indicate that rural tourism in Ivanec area in Varaždin county is starting to increace the importance as the industry. Local population is aware of the new needs in the world of tourism and that they can answer those needs in Ivanec area in Varaždin county. Local population also have the perspective and visions for the development of the rural tourism, but they are aware of many obstacles, of which the main is lack of involvement and cooperation between local government and local popuation