The area under study is Istria, the largest peninsula in the Adriatic Sea, juts into the sea looking to the eternally sunny Southwest. The mild Mediterranean climate, the indented coast and the beautiful landscapes in the hinterland have made Istria one of the rare destinations, which have preserved a country feel and the rural environment. What is it that makes the examination of this area worthwhile? It is the combination of rural with cultural tourism present in the region that makes it worthwhile to be examined. The Rural Tour project, financed within the European program of transnational cooperation, INTERREG IIIB CADSES, began in June 2006 with the intention of promoting a model for the development, (in sustainable and innovative ways), of an integrated rural tourism in Central Eastern Europe promoting those rural tourist resources by affirming cultural identity