Tourism has undergone significant changes throughout history, from occasional travel in past centuries to mass migration in modern times. Although mass tourism dominated the 20th century, it now faces criticism due to its negative impacts on the environment, culture, and local communities. In response to these challenges, alternative and selective forms of tourism have emerged, including rural, cultural, and ecotourism. Rural tourism, particularly in Europe, is becoming increasingly important for sustainable development, with Italy serving as a leading example. In Croatia, rural tourism offers authentic experiences through agritourism, ecotourism, and cultural tourism, although it faces challenges such as seasonality and a lack of infrastructure. Istria stands out as a region actively developing rural tourism, promoting heritage preservation and community revitalization through the restoration of traditional structures and an ecological approach. Rural tourism in Istria provides economic opportunities for local communities and plays a key role in the sustainable development of the region.