Rural regions in Serbia differ considerably in social, economic and demographic characteristics. Basic problems and trends almost all the rural regions share are migrations, poor diversification of economic activities, extensive agriculture, high level of unemployment, lack of employment possibilities, poor and underdeveloped infrastructure, low GDP per capita in comparison to the urban regions and unpolluted environment faced with potential threats . The subject of this paper is to point to the potentials of the rural tourism in Serbia with the aim of village revitalization, as well as its prevention from dying out. Also, the aim of the paper is to stress the fact that the rural tourism is a sustainable model of development and preservation of Serbian village and Serbian peasant from more aspects: economic, tourist, sociological, the spatial planning and ecological ones. Finally, the aim of the paper is to emphasize that it is possible to save village identity by its transformation into ethno village adopting the idea of European ethno villages. Rural tourism in Serbia must become `main` industry` and a generator of sleeping national economy. The main benefits belong to the rural households. Tourist agencies must be engaged in enabling a dialogue between their employees and local representatives. Clients must not only be observers but also critics in the spirit of trust and transparency. A full and true comprehension of the rural tourism role is realized through revealing habits of the host, traditional values rooted in the existing culture, establishment of relations amongst population at the local level. Serbia has favourable conditions for developing rural tourism. It has, in the first place, preserved nature, mild climate, clean air, unpolluted rivers and lakes, rich flora and fauna. At the moment, 11 regional centres (comprising 10-15 municipal offices) are engaged in collecting and spreading relevant information for respective target groups, as well as in strengthening of activities in the local communities. Serbia earns about 10 billion dinnars annually from the rural tourism or one-sixth of gross home product. With a better utilization of the potentials, the participation could be much higher. Rural tourism offers great opportunity for new work posts, but capacities should be used to a greater extent and the problem of seasonality should also be overcome. All the key aims of the rural development in Serbia must be defined by the strategy: development of sustainable and efficient agricultural sector, standard of living of the population which lives from agriculture, creation of social and economic conditions in the rural regions, all of it within the National strategy of the rural development of the Republic of Serbia.