Well preserved nature, healthy environment and relaxing holiday have become everyday tendency of a perfect man to satisfy his need. The product of rural tourism is in correlation with the natural environment, which is the base resource when attracting attention towards tourism tendencies. Rural tourism unites both recreational and cultural function. Recreational function includes rest and stay in nature, while cultural function means numerous cultural and historic sights, i.e. sightseening tours to many churches and monasteries, areheological sites, fortresses... Great tourism potential of our country lies in gastronomy, our folklore, tradition, national customs and handicrafts. By adopting the concept of sustainable development and using the experience of many European countries, Serbia may be in a great demand of international market as an ecotourism destination.