Tourism is among the key sectors prioritised in both developed and developing countries due to its positive economic impact. However, the adverse environmental and socio-cultural impacts of mass tourism led to a growing interest in alternative forms of tourism. In this context, rural tourism, which is well suited to rural areas and offers various advantages in terms of environmental sustainability, is one of the most outstanding types of tourism. Located at an altitude of 800 meters, Ağla is a highland that maintains traditional rural characteristics in the Taurus Mountains in Türkiye. Alongside its natural beauty, Ağla stands out as an authentic rural area in Muğla due to its socio-cultural attributes dating back to ancient times. This study aims to evaluate the current status and potential of rural tourism in the Ağla Plateau in Muğla. Employing a qualitative research design, data were gathered through on-site observation and interviews. The data were subsequently analyzed using a SWOT analysis to identify strengths, weaknesses, opportunities, and threats in relation to rural tourism. The findings were assessed with a focus on sustainable rural tourism development. It has been evaluated that the limitation of rural tourism entrepreneurship of the local people is one of the weaknesses, while original cultural events, especially the Mahya festival held in Ağla Highland, have the potential to create significant opportunities for the development of rural tourism. The study was concluded with the suggestion to similar destinations and practioners who give importance the sustainable development of rural tourism. In conclusion, it is recommended to give importance to rural tourism throughout the year by eliminating infrastructure deficiency, improving transportation facilities, improving accommodation and social facilities in Ağla, Köyceğiz.