Rural tourism today is the dominant strategy in tourism development overall and researching motives represents a crucial element in identifying market segments. The main focus of this research is to analyze the motives of Generation Z travelers visiting rural destinations in the Republic of Croatia and to create their profile based on motivation and tourist behavior. To this end, a digital survey was conducted with a sample of 106 participants. According to the research findings, key motives for visiting rural tourist destinations include enjoying physical exertion in a rural environment, mental relaxation, escape from daily life, experiencing a change from the usual routine, experiencing a simple way of life, opportunities for learning, and enriching knowledge about the area. The conclusions of the study emphasize the importance of diversifying the tourism product and the need for developing effective marketing strategies to enhance rural tourist destinations in Croatia. This paper contributes to a better understanding of rural tourism both globally and in Croatia, highlighting the crucial role of local and regional communities in offering authentic tourist experiences and the significance of natural and cultural resources in attracting visitors and destination selection.