In the context of the growing demand for alternative urban recreation and the need for rural development, there is a need for an effective strategy for positioning tourism services in the field of agricultural and rural (green) tourism. It is necessary to find ways to integrate the natural, agricultural, cultural and social assets of the territory into an attractive tourist product that will meet the needs of tourists and contribute to the economic development of rural areas. Interest in agricultural and rural tourism is growing both from tourists seeking outdoor recreation, immersion in local culture and a healthy lifestyle, and from rural areas who see tourism as an opportunity to diversify income, create jobs, promote local products and solve demographic problems. The research is relevant in the context of global trends in sustainable development and digitalization of tourism. The research uses methods of analyzing the socio-cultural and economic aspects of agricultural communities, assessing environmental and social responsibility in the formation of a tourism product, and studying the experience of European countries in the field of rural tourism. The possibilities of creating a multifaceted guest experience and overcoming regulatory and infrastructural barriers through cooperation with tour operators and industry agencies are also being analyzed. A strategy has been developed for positioning tourism services in the field of agricultural and rural tourism, which takes into account authenticity, sustainability and emotional involvement of tourists. The concept of “green tourism” is outlined as a symbiosis of agricultural, rural and ecological tourism, which allows combining various directions and offering tourists a comprehensive product. The development of the ecosystem of “green” tourism contributes not only to meeting the demand for authentic and eco-friendly holidays, but also to solving a number of socio – economic problems in rural areas – creating jobs, supporting local producers, and preserving cultural heritage. The implementation of the developed positioning strategy can become an effective tool for the development of agricultural and rural tourism in the region, as exemplified by the successful experience of European countries.