This paper deals with the analysis of rural tourism, its concepts, forms and significance in Europe and the United Kingdom. In the introductory chapters, the concept and content of rural tourism is considered, which includes different forms such as rural tourism, agrotourism and touristic peasant family farms. Each of these forms of tourism uses the natural and cultural resources of rural areas and encourages the economic development of local communities through authentic experiences and the preservation of traditional values. The development of rural tourism in Europe varies by region, and the paper shows how different countries interpret this form of tourism. Some regions record a long tradition in the development of rural tourism, while other countries are still discovering its potential for economic growth and sustainable development. Also, the connection of rural tourism with environmental preservation, cultural heritage and local identity was analyzed. Special attention is paid to rural tourism in the United Kingdom, where this sector has developed throughout history and today has a significant impact on the rural economy. The paper looks at the historical development of rural tourism in Great Britain, the importance of this sector for the economy and society, and the key characteristics that differ from other forms of tourism. The rural areas of Great Britain, with its rich natural and cultural heritage, provide numerous opportunities for tourist activities that attract visitors from all over the world. In the last part of the paper, the future of the development of rural tourism in Great Britain is considered, with special emphasis on sustainable development and conservation of natural resources. Sustainable tourism is predicted to play a key role in the long-term development of this sector, providing economic benefits to local communities while preserving the environment and cultural values. In conclusion, rural tourism plays a key role in the development of rural communities, strengthening the local economy and preserving the environment. Its further development in Europe and Great Britain depends on the ability to harmonize economic interests with the needs of sustainability and protection of natural and cultural resources.