Measuring competitiveness has become one of the key factors for ensuring successful and sustainable tourism development, especially destination's current level of development and its growth and vitality. The main goal of this study was to analyze the applicability of the Ritchie and Crouch competitiveness model in order to assess tourism advantages and disadvantages of Vojvodina Province (Northern Serbia) as a rural tourism destination. Exactly 216 tourism stakeholders on the supply side that have the knowledge and/or experience relevant to this topic were interviewed. The results show that stakeholders believe that Vojvodina is not a competitive rural tourism destination, but some destination's advantages were identified, and they can be used for improving Vojvodina's position on rural tourism market. The research has shown that the key resources and the attractions of rural areas of Vojvodina are rated better than the macro and industry-related factors. In order that Vojvodina stands out in the competitive market, destination marketing is crucial and should be more closely focused on new products and market development. .