This research looks at rural tourism as one of the distinctive forms of tourism to have emerged in contrast to mass tourism. Given the rising consumer demand for this type of tourism, it is evident how it can offer a significant contribution to the economic and social development of a rural area. Taking into account the latest trends in terms of tourists’ awareness of environmental preservation issues, personal health and healthy lifestyles, a tailored touristic offer can be created in a rural area that will, at the same time, contribute to the sustainable development of that area. The positive effects of such development are varied: from the enhancement of agricultural production and the development of non-agricultural projects, to the creation of new employment opportunities, the prevention of youth mass emigration from rural areas, and the creation of additional income sources that contribute to the development of the local economy. The Istrian county has the natural resources and assets to develop such a form of tourism to its highest qualitative level, i.e. the right type of climate, peaceful and quiet surroundings, a well-preserved nature and, furthermore, a rich historical tradition and gastronomic offer. Investments in rural tourism are supported by various County programmes sponsored by the development agency IDA d.o.o., the Croatian government, and with the additional support of the European Union. However, one of the problems encountered in the development of this form of tourism is the lack of education and awareness of potential investors. This paper aims to show the wealth of possibilities that favour such investments. In order to demonstrate this, it will analyse the consultation work of the consultancy company Eurokonzalting, which has a track record of more than 50 approved EU projects in the field of rural tourism.