Globalization and lifestyle changes have greatly affected the flows of the tourism market, there have been changes in tourism demand and for this reason the tourist offer has also been forced to introduce certain changes. Due to changes in the tourism market, specific forms of tourism have emerged, and thus rural tourism. Rural tourism in Europe has been recording rapid growth and development for several years, especially in Switzerland and Austria, in Croatia its development is still at an early stage. Vukovar-Srijem County is rich in natural and cultural resources that create the foundations for the development of this type of tourism, the offer is unfortunately not designed accordingly and we are talking about the unsatisfactory quality of the offer. However, it can be said that, if educated and capable staff is obtained, the offer in the area of Vukovar-Srijem County would flourish. Numerous natural and cultural attractions greatly facilitate the development of this type of tourism, and for the purpose of further and better development it is necessary to eliminate existing restrictions such as complex and unclear laws and regulations, it is necessary to work on strong promotion of rural tourism in the county because of it’s positive influence on the economic structure. If we look at modern trends that strive for active and healthy holidays, in rural destinations where the absence of noise and rich nature is a very important factor, we can say that the demand for rural tourism will only grow, both in the world and in Europe and in Croatia.