This study is focused on exploring the motives and desirable activities of Generation Z in the Split-Dalmatia County. Generation Z, characterized by their unique preferences and behavior, represents an important segment for the tourism industry. Therefore, the research aims to identify the motives and preferences of Generation Z when it comes to visiting rural areas, as well as their relationship, and to assess the impact of demographic characteristics on their choices. Through an examination of existing literature and a comprehensive analysis, the research unveils that Generation Z seeks authentic and personalized experiences, with an emphasis on mental relaxation, exploring new places, and a yearning for simplicity and tranquility. The research findings also reveal specific rural tourism activities that Generation Z is most interested in. Their enthusiasm for experiencing local cuisine, visiting national parks, participating in events and festivals, exploring historical landmarks, and engaging in adventures such as kayaking and biking is highlighted. By recognizing these preferences, service providers can tailor their offerings to match the desires of Generation Z, thereby enhancing their overall experience and fostering sustainable development and prosperity within the local community. Furthermore, the need for further research to gain a deeper understanding of the specific motives, preferences, and needs of Generation Z within the context of rural tourism is emphasized.