Serbian rural tourism face a growing number of challenges. A competitive Serbian rural economy requires a balance between agricultural production, other economic activities, environmental protection and social development. Rural development has focuset on improving agricultural competitiveness consolidating land, improvingmarket orientation, and developing economic infrastructure. Rural tourism is seen as one of the aspects of sustainable economic growth of the four rural areas in Serbia. The paper gives an evaluation of rural tourism development in Serbia through rural tourism product and rural tourism clusters prioritizing. Rural tourism is highlighted as one possible solution for the poor rural areas development. It is seen as an instrument for revitalization of the rural space and for the increasing of their attractiveness.Leisure, recreation and tourism in rural areas are perspectives of a new approach in which society is changing from the concern of production to concern of consumption.