The tourist demand for rural areas has accelerated in recent years. However, the supply side remains very much marked by the predominant types of accommodation, while on the other side there is the necessity to provide an increasing range of services to keep visitors interested or attract new clients in rural tourism. From the experience in Austria the key elements of ‘new rural tourism’ in harmony with man, culture and nature and based upon future market trends are: accommodation which is original and typical for the area; a restaurant sector going for local atmosphere and both seasonal and local specialities; new profiles focusing on specific themes (e.g. health, culture) or groups (e.g. families, the active elderly); a natural and cultural environment which is refined and presented in an appealing and didactic manner, taking the interests of the resident population into account and establishing a new partnership with agriculture. The guiding line for OEAR (Austria's Association for Regional Self‐Reliant Development) counselling tourism development in rural areas is built on the locally available resources and potential. OEAR orients itself on three basic principles: environmental soundness, social acceptance and local value‐added.