The study shows that rural areas play an important role in the country's economy and development. Recently, both the government and society have been paying attention to the development of rural areas in Russia. On the one hand, the study identifies challenges such as difficulties in rural life, population outflows, lack of employment opportunities, social tensions, and low quality of life. On the other hand, there is a growing interest in rural life and living in the countryside. The authors emphasize that in addition to traditional activities in rural areas, it is important to develop the service sector as a driver for rural development. The article describes how the development of services can improve the quality of life in villages, create new jobs, and provide additional sources of income for the local population. The study analyzes and presents the potential for the development of agritourism and rural tourism, which can have a positive impact on these areas and increase their attractiveness. Despite the government's efforts to create favorable conditions for rural development, including through rural tourism, the article lists aspects that significantly hinder their implementation. The authors pay special attention to describing government support measures, studying international experience, and providing recommendations for development.